The first half of May is fairly stacked with occasions that draw shoppers to grocery stores, including the Kentucky Derby on May 4, Cinco de Mayo on May 5 and, one of the biggest holidays of the month, Mother’s Day. Food retailers are gearing up accordingly, offering meal deals and gift ideas for the mothers, grandmothers and mother figures in their customers’ lives.

There are certainly incremental sales to be had for the May 12 observation. According to the National Retail Federation (NRF), Mother’s Day spending is expected to hit $33.5 billion in 2024, with 84% of U.S. adults celebrating the holiday. Perhaps not surprisingly, the most popular gifts are flowers (74%), greeting cards (74%) and brunch or dinner outings (59%).

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