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1. Economic uncertainty hits Mother’s Day, as Americans plan to spend less on gifts for mom this year.
Mother’s Day is just around the corner, but many Americans are tightening their gift budgets amid the current environment of uncertainty. New CivicScience data show that 39% of Americans don’t plan to spend anything on a Mother’s Day gift this year — a five-percentage-point increase from 2024. Conversely, the percentage spending more than $50 is down from last year. Among those who are buying gifts, flowers lead the way, followed by a meal out.
Despite the decline in gift spending, additional CivicScience data offers retailers and QSR brands insights into the areas that mothers and gifters will be focusing on. Most U.S. mothers say they’d prefer to spend the day with their children or partner, followed by going out to eat—preferences that closely mirror last year’s. As for gifts, a meal out and handmade presents top the wish list, with interest in handmade gifts up four percentage points from 2024.
How is uncertainty shaping consumer behavior? Join CivicScience Founder and CEO John Dick for a live webinar, Uncertainty to Action: How Consumers are Adapting as Tariff Realities Sink In, on Monday, May 12. He’ll share the latest data on U.S. consumer sentiment, recession and tariff response, and what it all means for spending now and in the future. Don’t miss this exclusive look at non-public data — register here.
2. When it comes to socio-economic class, more Americans self-identify as lower or working class combined than as middle class.
With costs rising and wages stagnant, CivicScience polled Americans on how they view their socio-economic class. While 40% identify as middle class, an even larger share—42%—consider themselves lower or working class, signaling growing financial strain. Perceptions vary by geography: urban and rural residents are more likely to see themselves as lower class, while those living in the suburbs tend to identify as middle or upper-middle class.
Income, unsurprisingly, further shapes self-perception. Among those earning under $50K, 59% say they’re lower or working class. Half of Americans earning between $50K and $100K identify as middle class—yet so do 40% of those making over $150K. Across all income levels, very few consider themselves upper class, including just 3% of those in households making more than $150K.
Take our Poll: Would you say that you personally grew up in an upper-class, middle-class, or lower-class household in your childhood?
3. Which QSR apps do consumers feel offer the most value? McDonald’s leads the way among the brands examined.
The presence of mobile apps in the restaurant industry has been on the rise over the past few years—customers increasingly rely on these apps to get discounts, earn rewards, and speed up the ordering process. CivicScience data show McDonald’s ranks highest in user value among the QSR brands studied—more than one-third say it delivers ‘a lot of value,’ while 41% say it offers ‘some’ value.
These apps resonate most with younger, lower-income consumers (those under 45 and earning less than $50K annually). Urban users are also more likely to find value in the Burger King and Chipotle apps.
Take our Poll: In general, how likely are you to download the app(s) of your favorite fast-food restaurant(s) on your smartphone?
