Each year, Americans open their wallets to commemorate the people who raised them, however spending habits suggest a startling contrast between Mother’s Day and Father’s Day.
Although parents are honored on both holidays, Mother’s Day sees a far higher consumer spending rate.
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In 2023, Americans spent $35.7 billion on Mother’s Day, compared to $22.9 billion on Father’s Day, a 56% disparity, according to the National Retail Federation (NRF).
An intriguing issue is brought up by this: Why do we spend so much more on mothers?
Why Do We Spend More on Moms?
Sociologists and retail specialists point to a confluence of buying patterns, advertising tactics, and cultural expectations.
“Mother’s Day has been more commercially emphasized for decades,” says Dr. Lisa Tran, a consumer behavior analyst at the University of California.
Flowers, jewels, spa services, and sumptuous brunches are the holiday’s main marketing themes; these things are typically more costly than more conventional Father’s Day presents like gadgets or grilling tools.
Looking at NRF data, the difference in spending becomes clear when examining the types of gifts purchased:
Emotional branding is very important. Mothers are portrayed in Mother’s Day advertisements as nurturing individuals who should be pampered and relaxed.
Father’s Day marketing, on the other hand, usually focuses on hilarious or useful themes, which could affect consumers’ purchasing decisions.
Is the Spending Gap Shrinking?
These numbers suggest that while Father’s Day spending is respectable, the higher cost of traditional Mother’s Day gifts drives the gap.
Social expectations are also reflected in the disparity in expenditure. Research indicates that people have a stronger tendency to identify moms with emotional labor and caregiving.
Because of this, there is frequently a higher perceived need to honor mothers in a more elaborate manner. Additionally, while Father’s Day celebrations are often more relaxed, many families plan lavish Mother’s Day parties.
Interestingly, the spending gap has been narrowing slightly in recent years.
Younger generations are beginning to spend more on Father’s Day, particularly on experiences like sporting events, travel, and fine dining. Additionally, shifting gender roles may play a role, with more fathers taking on caregiving responsibilities traditionally associated with mothers.
Despite the fact that both holidays honor parental love, Mother’s Day continues to be the holiday with the highest overall spending due to cultural standards, advertising, and purchasing patterns.
The difference in cost between the two holidays might, however, continue to narrow as opinions change across generations.
Speaking with mothers and fathers to see their perspective, we found that they would agree with the trend.
“As a mom, I’m grateful for the love on Mother’s Day — but I’ve noticed people go all out,” said Wendy Lopez, a mother of two from Miami in response to the holiday spending difference. “Usually, my husband and kids organize a special event, such as a spa day or brunch. It’s more relaxed on Father’s Day, perhaps with a backyard barbecue. I believe that people simply expect mothers to be pampered more.”
References:
Franck, T. (2023, May 10). Consumers plan to spend more on Mother’s Day despite inflation, NRF survey shows. CNBC. https://www.cnbc.com/2023/05/10/mothers-day-spending-expected-to-hit-record-despite-inflation.html
National Retail Federation. (2023). Father’s Day 2023. https://nrf.com/research/fathers-day-2023
National Retail Federation. (2023). Mother’s Day 2023. https://nrf.com/research/mothers-day-2023
Parker, K., & Igielnik, R. (2023, May 4). How American parents balance work and family life when both work. Pew Research Center. https://www.pewresearch.org/social-trends/2023/05/04/how-american-parents-balance-work-and-family-life-when-both-work/