From Brunch to Bouquets: Yelp Reveals What Moms Across Generations Really Want for Mother's Day

Mother's Day is right around the corner and while taking mom out to a restaurant has become the norm for many families, we set out to find out if that's what Mom really wants. Yelp commissioned a survey with YouGov revealing how moms across generations prefer to celebrate their special day, as well as how people are planning to treat their Millennial, Gen X, and Baby Boomer moms and mother figures.*

It'll come as no surprise that dining out and flowers stand as mom's perennial favorites, but it turns out that a slice of solitude and a hiatus from household tasks also tops the list for many mothers.

Baby Boomers Prefer to Brunch and Bond for Mother's Day

Across generations, 60% of moms cherish spending Mother's Day surrounded by family more than anything else tested. Baby Boomers in particular yearn for family time the most, with roughly two thirds (68%) saying it's their ideal way to celebrate, while a smaller portion of Millennial moms (50%) indicate family time as their top choice. Baby Boomers are more likely to be empty nesters than Millennial moms so for them, the greatest gift you could give just might be your presence.

Survey results show that dining out is a favorite way to celebrate Mother's Day (48%), with brunch standing out as a top choice among 25% of Baby Boomer moms, underscoring their desire for family time on Mother's Day. Despite only 13% of people with Baby Boomer moms planning to treat them to brunch, Mother's Day weekend still sees more Yelp reservations than any other time of the year. For those looking to plan a memorable brunch, be sure to check out Yelp's list of the top 100 brunch spots for Mother's Day in the U.S.!

Millennials and Gen X Moms Just Need a Getaway

While most moms cherish spending Mother's Day with their family, a surprising 15% revealed a different top desire: their ideal Mother's Day involves spending the day alone. In fact, Millennials and Gen X moms tend to prefer taking time for themselves more than Baby Boomers do, having ranked alone time more frequently as their top preference for Mother's Day (19%, 17%, and 12%, respectively). Taking it a step further, 9% of Millennials are even eyeing a day off from the mom gig, hinting that the perfect gift might just be to whisk the kids away for a bit.

And whether it's for family time or solitude, about one in four Millennials are looking for an escape on Mother's Day, with their preferences split between outdoor activities (8%) and short trips or getaways (14%) among their top preferences.

Home Services and Private Chefs Deliver the Freedom Moms Want

Across generations, nearly one in three moms (32%) expressed interest in being treated to a spotless home without lifting a finger for Mother's Day. This preference is particularly pronounced among Millennial moms, 39% of whom indicated a clean home is at the top of their wish list, compared to 30% of Gen X and 28% of Baby Boomers. This inclination towards ease and relaxation is further echoed in the preferences of Millennial and Gen X moms, with 21% of Millennials and 19% of Gen Xers specifically seeking a day free from any chores or responsibilities, slightly outpacing the 15% of Baby Boomers who feel similarly.

Lastly, it's clear that moms across all generations are ready to spice things up in the kitchen-but not by touching a single pot or pan! Whether they're craving an escape from daily meal prep or longing for an extraordinary culinary experience, 44% of moms said a personal chef would be a top choice (among survey respondents who indicated they'd like a day without chores and responsibilities).

Millennial Moms Opt for Bright Smiles

Millennial and Gen X moms are seeking out the perfect Mother's Day retreat, as 30% of Millennials and 29% of Gen Xers dream of a spa day or beauty treatment to mark the occasion, slightly more than the 23% of Baby Boomers who wish the same.

Among the list of beauty services survey respondents could choose, teeth whitening shines brighter among Millennial moms than older generations, with nearly 1 in 4 (22%) identifying this treatment as a top pick. This preference subtly outshines the 19% of Gen Xers and 14% of Baby Boomers who feel similarly. On the other hand, it's the Baby Boomer moms who are making a bold statement with permanent makeup. A notable 21% of Baby Boomer moms expressed interest in permanent makeup, setting them apart from the 14% of Gen Xers and just 9% of Millennials.

Petals and Pendants Prevail in Mother's Day Gift Giving

In 2023, searches for "flower shops" on Yelp hit their peak in May. So it's no surprise that the most common gift people plan to give this Mother's Day is flowers (29%)! Given the timeless appeal of a beautiful bouquet, be sure to check out Yelp's top flower shops in every state to brighten mom's day! Other popular ideas include creating a personalized gift (24%), purchasing jewelry or fashion accessories (21%), and planning a family outing (21%).

Lastly, Millennial and Gen X moms (at 18% and 21%, respectively) demonstrate a greater likelihood to favor jewelry or fashion accessories compared to Baby Boomers (7%) among other Mother's Day gifts. Although jewelry doesn't top the overall wish list for any mom generation, a significant portion of people planning Mother's Day gifts-33% with Millennial or Gen X moms-say they plan to give mom jewelry this year. Perhaps it's a hint to think outside the jewelry box?

Did this help with your Mother's Day plans? Let us know on Instagram and TikTok!

Methodology

Mother's Day Preferences
Survey data is from YouGov Plc. The total sample size of the survey was 2,526 adults. Fieldwork was undertaken between 2nd - 4th April 2024. The survey was carried out online. The figures have been weighted and are representative of all US adults (aged 18+).

Yelp Reservations and Waitlist
Diners Seated via Yelp includes diners seated via the Yelp app, Yelp on web or widgets on restaurant websites, it excludes diners seated via walk-in diners, phone calls and other host adds.

Yelp Consumer Searches
To report on consumer searches, our data science team measured the frequency of the phrases mentioned per million searches.

Downloadable static graphics can be found here.