By Haddon Libby
Anna Jarvis founded Mother’s Day to honor her late mother’s legacy of caregiving and community service. Anna’s mother (Ann Maria Jarvis) died on May 9th 120 years ago. Three years later in 1908, Anna arranged for the first Mother’s Day celebration at the Andrews Methodist Episcopal Church in West Virginia – the church where her mother taught. As part of the commemoration, Anna distributed 500 white carnations – her mother’s favorite flower.
Two years later, West Virginia became the first state to recognize the holiday. Officially recognized as a national holiday in 1914, the day has grown from a sentimental tribute into a global economic powerhouse, driven by consumer spending on gifts, dining, and experiences. This year, Mother’s Day is expected to bring in $34 billion in revenues in the United States alone, per the National Retail Federation. Spending is up one-half billion from 2024.
Approximately 84% of adults participated, spending an average of $259 per person, a slight decline from $274 last year, reflecting cautious consumer behavior amid inflation concerns. With about 85 million mothers in the U.S., the holiday taps into a vast consumer base. Roughly 113 million Mother’s Day greeting cards will be purchased.
Of the $34 billion spent, $8 billion is on jewelry. Special outings, such as dining or spa visits, account for $6 billion with $3.5 billion on gift cards, and $3 billion on flowers. Mother’s Day is the third-busiest day for florists after Valentine’s Day and Christmas. Mother’s Day is the busiest day for U.S. restaurants, as families treat mothers to meals, reducing household burdens. In general, younger gift givers prefer experiential gifts like a meal or spa day.
Globally, Mother’s Day’s economic impact depends on cultural traditions and economic conditions. Over ninety countries, including Canada, Australia, and Japan, celebrate on the second Sunday in May, adopting U.S.-style commercialization. In Japan, carnations dominate gift-giving, while Mexico (May 10th) buys flowers, cards, and mariachi serenades, with businesses promoting lavish gift packages. The United Kingdom observes Mothering Sunday (March 30th), with floral gifts and Simnel cake (dried fruit cake) driving sales. Thailand celebrates on August 12th, Queen Sirikit’s birthday, with jasmine garlands and charitable donations. Egypt (March 21st) blends ancient maternal reverence with modern gift-giving inspired by Western trends. Indonesia celebrates Hari Ibu, its form of Mother’s Day on December 22nd. In France, the day is called Fête des Mères and celebrated on the last Sunday of May.
Economic activity varies by region. Wealthier nations like the U.S. and the UK see high per-capita spending on jewelry, dining, and flowers, supported by aggressive retail campaigns. In contrast, countries like Ethiopia emphasize non-commercial traditions during the Antrosht festival, where families prepare communal meals with minimal retail involvement. The global floral trade, led by exporters like the Netherlands and Colombia, surges during Mother’s Day periods, though supply chain disruptions and tariffs, as seen in the U.S., affect pricing worldwide.
Historical examples highlight unique economic roles. In 1940s Mexico, state programs allowed women to reclaim pawned sewing machines for free on Mother’s Day, boosting local economies and reinforcing motherhood’s societal value. In 1920s Germany, Muttertag (Mother’s Day) was promoted to encourage population growth, with florists and policymakers aligning economic and social goals. These cases show how Mother’s Day can intertwine commerce with cultural narratives.
The holiday’s commercialization, especially in the U.S., contrasts with Jarvis’s vision of personal appreciation, creating pressure for costly gifts that may strain lower-income families. Single mothers, heading millions of U.S. households, often receive less recognition or financial support, highlighting inequities. Globally, debates persist—Mexico’s 1940s Catholic National Synarchist Union criticized materialistic gift-giving for burdening poorer communities, reflecting tensions over consumerism.
While a more somber tone preferred by Jarvis is out of step with modern ways, either approach can be a heartfelt way of telling someone how you feel about them.
Haddon Libby is the Founder and Chief Investment Officer of Winslow Drake Investment Management. For more information on our services, please visit www.WinslowDrake.com.
