The forecast: US consumers are expected to spend $34.1 billion on Mother’s Day gifts and experiences this year—up 1.8% YoY, but still shy of the record $35.7 billion in 2023, per the National Retail Federation.

Zooming in on flowers: Nearly three-quarters (74%) of consumers plan to buy flowers, making them the top gift choice. Total spending on flowers is projected to hit $3.2 billion—unchanged from last year.

• But that flat revenue masks rising costs. Roughly 80% of cut flowers sold in the US are imported, with many blooms and floral accessories coming from South America and Asia, per the US Agriculture Department. Florists now face a difficult choice: absorb the added cost of the 10% universal tariff and accept tighter margins, or pass those costs on to customers and risk price-sensitive shoppers pulling back.
• Online florist Bouqs is betting on loyalty. The company has already shifted sourcing for items like vases away from China and is accepting slimmer margins this year. “This is like our Super Bowl,” CEO Kim Tobman told Bloomberg.
• Others are choosing transparency. Scarlet Begonias, a mobile flower truck in Covington, Kentucky, added a 10% service fee to cover rising costs. Owner Kara Acri told broadcaster WCPO she’ll remove it if tariffs are rolled back.

Our take: Consumers’ growing cost-consciousness puts florists in a tough spot as they navigate a volatile trade environment. With tariffs driving up costs, they face a delicate balancing act between pricing, profitability, and customer loyalty. How they manage that tension during a peak season like Mother’s Day could serve as a valuable playbook for other discretionary categories facing similar pressures.