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There are 85.4 million moms in the U.S, most of whom are expecting a gift for Mother’s Day. That’s a reasonable expectation, considering that 85% of consumers planned to celebrate Mother’s Day in 2017.

Mother’s Day spending reached a record high last year, according to the National Retail Federation. Time will tell if 2018 will top last year.

We examine consumer spending, the top gifts that consumers bought and review what moms really want for Mother’s Day in this article.

Spending

Overall, Mother’s Day spending keeps going up. Mother’s Day spending increased about 50% from 2007 to 2017, or from $15.73 billion to $23.55 billion.

Millennials planned to spend the most on moms in 2017 with an average of $252 per person (vs. the average of $186.39).

Most of that spending happens in person—about 72% of Mother’s Day gifts are bought in stores.

Top Gifts

Consumers planned to shower mom with a variety of gifts in 2017. Those Top Mother’s Day gift purchases include:

• 78% greeting card

• 69% flowers

• 56% special outing

• 45% gift cards

• 36% jewelry

• 37% clothing/accessories

• 20% housewares/gardening tools

Top-selling flowers on Mother’s Day:

• carnations (white carnations are the most popular)

• roses

• arrangements

• tulips

• daffodils

What Mom Wants

But what does Mom want? Mothers said these are the top gifts they want:

• 36% something homemade

• 35% dinner

• 32% greeting card

• 25% gift card

• 23% flowers

• 11% jewelry

• 10% books

• 8% spa

• 6% clothes

• 6% movies