Quicktake: Shoppers are balancing budget pressure, AI tools and intentional spending this Mother's Day
What rising cost pressure and AI‑assisted shopping behaviors signal for retailers this Mother’s Day
Nearly seven out of ten (68%) say that gas prices specifically are impacting their Mother’s Day plans, but shoppers still want to show moms the love this year. Most shoppers (60%) plan to spend the ‘same’ for Mother’s Day, a third (33%) plan to spend ‘more,’ while fewer than one in ten (7%) will spend ‘less’—all figures consistent with 2025 and 2024. While many (61%) will continue to rely on deal-seeking behaviors to stretch their budgets, a significant portion of shoppers (63%) will also be leaning on AI for an assist this year.
Gas price impact
While inflation isn’t new news to shoppers, recent gas price spikes are complicating the spending picture further. Sixty-eight percent of shoppers say prices at the pump are impacting their Mother’s Day spending plans, with this figure rising among Gen Z and millennials.
Gas prices impacting Mother's Day spending plans
Among Mother's Day celebrants
Leveraging AI
While shoppers aren’t likely to overspend this year, they are looking to AI for an assist with their shopping in a variety of ways—from finding deals to ideating for gifts and getting recommendations on where to buy. Expectedly, Gen Z is leading the way here.
Top ways Mother's Day shoppers plan to leverage AI
Among Mother's Day celebrants
Considering credit
Shoppers are largely planning to pay with debit cards and cash to keep budgets in check, but they are still open to using credit cards, particularly if there’s an enticing offer, like an exclusive cardholder discount, tied to usage of the card.
Credit card offers (net) could entice additional Mother's Day spend
Among Mother's Day celebrants
Key takeaway: Navigating old challenges with new technology
Shoppers are heading into Mother’s Day under continued budget pressure, but they’re adapting, using AI tools to compare prices, surface deals and plan more intentional purchases. Retailers that want to stay in touch with consumers need to act now by optimizing content and offers for AI-influenced discovery and recommendations, and by updating experiences and messaging to convert these new pathways to purchase.
Source: Bread Financial proprietary study, Mother's Day Look Ahead survey, April 2026.
About Bread Financial®
Bread Financial® (NYSE: BFH) is a tech-forward financial services company that provides simple, personalized payment, lending and saving solutions to millions of U.S. consumers. Our payment solutions deliver growth for some of the most recognized brands in travel & entertainment, health & beauty, technology, electronics, jewelry, home and specialty apparel through our co-brand and private label credit cards and pay-over-time products providing choice and value to our shared customers. Additionally, we offer Bread Financial general purpose credit cards and saving products that empower our customers and their passions for a better life.
Bread Financial proudly marks 30 years of success in 2026. To learn more about our global associates, our performance and our sustainability progress, visit breadfinancial.com or follow us on Instagram and LinkedIn.
