If you want to save money this Mother’s Day, Wells Fargo agricultural economist Michael Swanson has a simple suggestion: host brunch at home. Swanson says a homemade buffet can show plenty of TLC while costing far less than a restaurant meal. His own daughters plan to make an egg bake for their mom while dad picks up the flowers — a budget-friendly approach that few are taking this year.
Mother’s Day remains one of the busiest days of the year for U.S. restaurants, and it’s also a peak moment for florists and greeting-card sellers. Even as gas prices and other costs make shoppers nervous, many Americans are still planning to splurge. The National Retail Federation projects Mother’s Day spending could hit a record $38 billion this year, an 11% increase over last year. Most shoppers say they’ll buy flowers and cards; other popular gifts include jewelry, clothing, electronics and, increasingly, plants.
Florists surveyed by the Society of American Florists report mixed but mostly steady expectations: about two-thirds say they expect sales to rise or stay even. Many shops are adjusting by offering more value-focused options — smaller arrangements and grab-and-go bouquets — to meet demand at lower price points.
Dining out is still the top activity. Reservation platform Resy reported bookings nearly 30% higher than the same point last year, and OpenTable said reservations are trending up by double digits. That demand comes even as the cost of eating out has risen faster than groceries: federal data showed restaurant prices were up 3.8% in March from a year earlier, while grocery costs rose roughly half that rate.
Food price trends are mixed across ingredients. Broken Yolk Cafe, a 42-restaurant chain in Southern California, relies heavily on eggs — they appear in roughly three-quarters of the menu’s dishes — and director of operations Ed Powers welcomed a big drop in egg prices after the industry recovered from avian flu. Retail egg prices were down nearly 45% in March versus a year earlier, with wholesale prices falling even more.
Meat prices tell a different story. Beef costs were more than 12% higher in March year-over-year as U.S. cattle herds remain unusually small. Chicken and pork prices have been comparatively stable. Swanson jokes that at a budget buffet you might see more eggs, bacon or ham, but at a high-end steakhouse you’ll need “two wallets.”
Other Mother’s Day categories have seen notable price gains: flowers and plants were about 7.5% pricier, and jewelry climbed nearly 10% compared with the previous year. Meanwhile, rising gasoline — the national average has increased by more than $1.50 a gallon since the outbreak of hostilities involving Iran — is squeezing household budgets, especially in states with higher fuel costs such as California. Restaurant operators say weekday traffic has softened some, but holidays and special occasions remain relatively strong.
Bottom line: higher prices are reshaping what and how people buy for Mother’s Day, but many are still reserving tables, sending flowers and spending on gifts. For those looking to save, Swanson’s advice — a thoughtful homemade brunch — remains a practical and popular alternative.