Mother’s Day has become one of the biggest days of the year for restaurants in the U.S. From early brunches to family dinners, it brings in more guests, larger groups, and higher sales than any average weekend.
It’s also a day where expectations run high. Guests often plan, look for thoughtful experiences, and are more likely to dine in larger, multigenerational groups. That changes the market dynamics for the restaurant industry, ranging from the types of meals people prefer to how early they book.
Mother’s Day reveals important insights into what today’s diners value, especially when they’re planning for a meaningful occasion. This blog dives into the major Mother’s Day Restaurant Statistics, sales figures, dining trends, and consumer behavior that drive the rush.
Restaurant Revenue Trends on Mother’s Day
Mother’s Day is an important revenue day for businesses across the U.S., including restaurants. In 2023, overall spending on Mother’s Day reached a whopping $35.7 billion, representing a 12.6% increase from the previous year.
Additionally, the average household spending increased to $274.01. In fact, special outings such as brunch or dinner at a restaurant are a popular gift option for 61% of people celebrating Mother’s Day.
And that’s not it, restaurants saw higher sales, footfall, and check size on Mother’s Day 2024 compared to an average Sunday, as follows-
- The total number of transactions increased by 14%.
- Wine sales are 15% higher than on a typical Sunday.
- Average check size went up by 34%.
- Brunch tickets were 32% higher than the average Sunday.
Mother’s Day increases preference for higher-end dishes, drinks, and enhanced dining experiences. For restaurants, this creates opportunities to upsell better and attract higher footfall to boost their revenue.
EXPERT OPINION
Hudson Riehle, Retired Senior Vice President of Research, National Restaurant Association, says, “Mother’s Day has always been one of, if not the most popular, special occasions celebrated at restaurants. Whether it’s on-premises or through a takeout order, this year will be no exception. After experiencing more than two years of limited on-premises dining, consumers are returning to restaurants, especially to celebrate special occasions and socialize with family and friends.” |
Mother’s Day Restaurant Statistics
This section breaks down key trends and numbers across consumer behavior, reservation habits, dining formats, promotions, and off-premise orders.
A. Reservation Patterns and Peak Hours
- Last-minute reservations are common on Mother’s Day, with over 35% of reservations within two days of the holiday in 2024.
- 46% of moms want to dine early to maximize relaxation throughout the day.
- Interestingly, 30% of mothers in a survey were considering dining out alone for Mother’s Day celebrations.
- Dinner is another popular time to dine out, with about 38.8% planning dinner, 26.9% lunch, 19.4% breakfast, and 13.4% brunch on Mother’s Day 2025.
B. Consumer Dining Trends
- 48% of consumers expect to spend between $25-$50 per person on a Mother’s Day meal.
- Surprisingly, 39% of mothers have booked their own celebratory meals.
- When choosing a restaurant for dining, 27% would want their chosen venue to offer outdoor seating on a sidewalk, patio, or deck.
C. Dining Formats and Menu Trends
- Fine dining and casual dining restaurants are popular choices among 31.3% of consumers. Additionally, 67.2% of consumers prefer to dine at chain restaurants over local or independent restaurants.
- 51% of moms prefer chef’s tasting menus, driving a 29% YoY increase in experience-led dining.
- 55.2% of restaurant choices for celebration are made by moms.
D. Promotions and Loyalty Programs
- For 65.7% of customers, a special Mother’s Day menu is a major deciding factor when choosing a restaurant.
- In a survey by the NRA, 36% of respondents revealed they will choose a restaurant for free add-ons like special cocktails, desserts, flowers, etc.
- While 33% of respondents will eat at a restaurant that offers exclusive discounts for the occasion, 13% would prefer dining at a restaurant where they are loyalty program members.
E. Off-Premise Dining Trends
- 12% of consumers plan to celebrate via takeout or delivery, in addition to the 34% who’ll dine out.
- Discounts (47%) and multi-course meal bundle offers (45%) remain key factors for consumers in choosing restaurants to order takeout or online delivery.
- 36% of consumers choosing delivery would select a restaurant that offers free or discounted delivery.
- Among takeout consumers, 24% would choose a restaurant that offers curb-side pickup, while 24% would like a discount from the restaurant for picking up the order early.
How Can Restaurants Drive Revenue on Mother’s Day?
Maximizing revenue on Mother’s Day requires restaurants to manage high traffic smartly, deliver a smooth guest experience, and increase spend per table without slowing service.
Here are five actionable tips to make the most of this special occasion.
1. Streamline Service with Set Menus
Prix-fixe menus can be a game-changer during high-volume holidays. They reduce decision fatigue for guests, speed up ordering, and allow your kitchen to focus on fewer, more profitable dishes. You can also consider adding premium items like steak, seafood, or sparkling wine to increase average check sizes.
2. Offer Add-Ons
Guests are already in the mood to celebrate. Make it easy for them to splurge with thoughtful add-ons such as desserts, wine pairings, floral centerpieces, or even a take-home treat for Mom. These small touches can turn into high-margin upsells.
3. Prepare for High-Volume Turnover
Mother’s Day typically sees high guest traffic in restaurants. It can be a good idea to optimize table layouts and stagger bookings to increase daily covers.
For instance, brunch hours (10 am-2 pm) are highly popular dining hours, so consider offering a second seating or fixed time slots to improve turnover without sacrificing service quality.
4. Accommodate Larger Groups Efficiently
Mother’s Day often means that entire families celebrate together. So, prepare your floor plan for 5-8 person tables, assign servers who can handle large-party dynamics, and pre-bundle meals or drinks to reduce order friction.
5. Rely on Technology
Use digital waitlists, pre-order options, or QR code ordering to minimize friction during peak hours. Reducing wait times keeps service flowing and allows more parties to be served throughout the day.
Conclusion
Mother’s Day may be just a single day on the calendar, but for restaurants, it offers something far bigger than short-term sales: a real-time insight into evolving diner behavior and preferences.
How guests book, spend, and interact on this occasion often reflects broader industry shifts, from rising expectations around experience-led dining to the growing importance of operational efficiency during peak traffic.
Frequently Asked Questions
Yes, Mother’s Day is typically the busiest restaurant day of the year in the U.S. It consistently sees more diners than any other day, driven by celebratory brunches, larger group sizes, and increased spending.
Mother’s Day is widely recognized as the busiest holiday for restaurants, especially full-service establishments. It surpasses major holidays like Valentine’s Day and New Year’s Eve, as many families choose to celebrate with a nice meal.
Mother’s Day often ranks among the highest revenue days for restaurants, followed by Valentine’s Day. High check averages, large party sizes, and demand for premium menu items contribute to significant same-store sales growth, particularly for brunch-oriented and upscale dining concepts.
Sundays tend to attract the most restaurant traffic overall, especially for brunch and early dinner. However, special occasions like Mother’s Day and Valentine’s Day create peak demand, surpassing regular weekend volumes due to planned celebrations and higher per-person spend.
