Every year on the second Sunday in May, Americans shower their mothers with lavish gifts and treats. This year's celebration on May 12, 2024, will be no exception. A National Retail Federation (NRF) survey indicates that the 84 percent of US adults who plan to celebrate Mother's Day will each spend an average of $254. This adds up to a staggering total of $33.5 billion. It is just shy of the record $35.7 billion spent in 2023. It is no wonder that retailers look forward to the holiday almost as much as mothers.