For the retail sector, the holiday represents an important gift-giving occasion, which is expected to generate just over SEK 1.5 billion this year. Despite a slight decrease from last year's forecast of SEK 1.6 billion, Mother's Day maintains its position. The report shows that the celebration is primarily about thoughtfulness. However, the average purchase amount varies significantly between genders.
- Men: Are expected to spend an average of just over SEK 300.
- Women: Indicate an average budget of around SEK 170.
The higher amount among men is partly explained by the fact that many also choose to buy a gift for the mother of their own children.
What Do Mothers Wish For?
Svensk Handel's gift expert Brill Ivarsson points out that the price tag is not the essential factor when choosing a gift:
Mother's Day is a holiday where the personal really takes center stage. It's not about big or expensive gifts, but about showing your mother appreciation in a way that feels genuine.
When mothers themselves are asked what they wish for, spending time with their children is at the top of the list. Just over half of mothers state that they would prefer to meet their children. However, there are differences in preferences depending on age:
- Younger Mothers: Are more likely to wish for physical gifts such as flowers, chocolate and beauty products.
- Older Mothers: Are more likely to wish to see or hear from their children.
Mother's Day has an established place in the retail calendar, on par with sales periods such as Valentine's Day. Three out of ten retailers see the day as important for sales. The effect is most pronounced in the grocery trade, where four out of ten retailers believe the holiday is important.
Ahead of the holiday, a large proportion of retailers are planning campaigns, most often linked to their existing range. Durable goods retailers also note a sales effect, not least when it comes to gifts such as books, beauty products and jewellery.
Brill Ivarsson concludes with a piece of advice to consumers:
It is clear that Mother's Day is an important day for many, and that people see the occasion as an opportunity to show thoughtfulness for their mother. My tip is to remember that simple often goes a long way. A dinner, some time together or a small gift that shows thoughtfulness can mean a lot.
Mother's Day 2026 will take place on Sunday, May 31st.