ColumnistsApr 23, 2024
The Smart Lab: Advanced Email Marketing Strategies for Mother’s DaySurveysApr 29, 2024
Mother’s Day Jewelry Spending to Reach $7B, Says NRF
Gifts that are unique and thoughtful are top of mind this year, according to the annual survey.
The “Mom Tattoo” pendant by Established in 14-karat yellow gold with rubies ($9,240). Shoppers are expected to spend $7 billion on jewelry gifts for Mother’s Day, down from last year, according to an annual survey by the National Retail Federation and Prosper Insights and Analytics.
Washington—Shoppers plan to spend a little less this Mother’s Day compared with the record-breaking high of last year.
Consumers are expected to spend $33.5 billion, down from last year’s $35.7 billion, according to the annual survey by the National Retail Federation and Prosper Insights and Analytics.
The forecast would mark the second-highest spend in the history of the survey.
“Mother’s Day is a time to celebrate the women who play a meaningful role in our lives,” said NRF President and CEO Matthew Shay.
“Retailers know the significant importance of this day and are ready to help their customers with a wide selection of meaningful gifts for loved ones to show their appreciation.”
A majority of U.S. adults (84 percent) plan to celebrate the holiday, spending an average of $254.04 on gifts and celebrations.
That’s the second-highest per-person spend, following last year’s record $274.02 per person.
The biggest spenders are expected to be shoppers between the ages of 35 and 44, who plan to spend $345.75 on average.
Of those surveyed, 59 percent of those celebrating are shopping for a mother or stepmother, followed by a wife (22 percent) then a daughter (12 percent).
Flowers and greeting cards are tied for the top gift (74 percent) followed by special outings, like dinner or brunch (59 percent).
Jewelry gifts take the No.1 spot in terms of spending dollars, with shoppers expected to spend a total of $7 billion on jewelry, down from $7.8 billion last year.
That’s followed by special outings ($5.9 billion), electronics ($3.5 billion), flowers ($3.2 billion), and greeting cards ($1.1 billion).
Related stories will be right here …
Consumers are expected to spend $33.5 billion, down from last year’s $35.7 billion, according to the annual survey by the National Retail Federation and Prosper Insights and Analytics.
The forecast would mark the second-highest spend in the history of the survey.
“Mother’s Day is a time to celebrate the women who play a meaningful role in our lives,” said NRF President and CEO Matthew Shay.
“Retailers know the significant importance of this day and are ready to help their customers with a wide selection of meaningful gifts for loved ones to show their appreciation.”
A majority of U.S. adults (84 percent) plan to celebrate the holiday, spending an average of $254.04 on gifts and celebrations.
That’s the second-highest per-person spend, following last year’s record $274.02 per person.
The biggest spenders are expected to be shoppers between the ages of 35 and 44, who plan to spend $345.75 on average.
Of those surveyed, 59 percent of those celebrating are shopping for a mother or stepmother, followed by a wife (22 percent) then a daughter (12 percent).
Flowers and greeting cards are tied for the top gift (74 percent) followed by special outings, like dinner or brunch (59 percent).
Jewelry gifts take the No.1 spot in terms of spending dollars, with shoppers expected to spend a total of $7 billion on jewelry, down from $7.8 billion last year.
That’s followed by special outings ($5.9 billion), electronics ($3.5 billion), flowers ($3.2 billion), and greeting cards ($1.1 billion).
“Gifts that are thoughtful in nature remain a priority for Mother’s Day shoppers,” said NRF.
More shoppers than last year said they want to find gifts that are unique or different (48 percent) or that create a special memory (43 percent).
“Even though consumers continue to gravitate toward classic Mother’s Day gifts like flowers and greeting cards, almost one-third plan to give a gift of experience this year,” said Prosper Executive Vice President of Strategy Phil Rist.
“Consumers also plan to spend more on special outings than they have in the past.”
The most popular shopping destination for the holiday is online (35 percent), followed by department stores (32 percent), specialty stores (29 percent) and local or small businesses (25 percent).
The NRF surveyed 8,213 U.S. adult consumers from April 1 to 8.
Editors' Picks
Sponsored by
More on Surveys
The Latest
Policies & IssuesOct 06, 2026
6 Charged in Connection to String of New Jersey Smash-and-GrabsThe alleged thieves used crow bars and sledgehammers to smash into jewelry stores across the state.
ColumnistsOct 06, 2026
Sherry Smith: Is the Consumer Really Trading Up?Ahead of the holidays, Smith urges jewelers to take a hard look at who’s buying jewelry, what they’re purchasing, and who’s stopped buying.
SourcingOct 06, 2026
DDG Taps Influencers for ‘My Diamond Does Good’ CampaignIn the new consumer-facing campaign, four fashion and lifestyle creators share the stories behind their natural diamond pieces.
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionExperience gemstones with greater precision and comfort than ever before.
MajorsOct 06, 2026
Frederick Goldman Names COO, CMOFGI President John Orrico is also leaving the company after more than 13 years.
Weekly QuizOct 01, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsOct 06, 2026
JIS Fall Returns to MiamiThe 2026 edition will feature presentations on alternative materials and design trends, as well as pop-up activations on the show floor.
SourcingOct 05, 2026
De Beers to Take Full Ownership of Gahcho KuéIt is the last fully operational diamond mine in Canada following the recent closures of Ekati and Diavik.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
AuctionsOct 05, 2026
The Star Cats of the Sandy Lerner AuctionThese jewels stood out at Bonhams’ sale of the cat-loving tech entrepreneur’s collection of objects depicting the feline form.
CollectionsOct 05, 2026
Sorellina Writes Another Love Letter for ‘Postscript’ CollectionThe fine jewelry brand has expanded the collection that debuted at Couture with four new designs based on its most popular styles.
SourcingOct 05, 2026
Bruce Bridges Joins CIBJO BoardThe AGTA president was elected for a two-year term on the board of directors.
SourcingOct 02, 2026
De Beers, National Geographic Society Renew Okavango Eternal Partnership The partnership, a pledge to protect Africa’s Okavango River Basin, has been extended for an additional five years.
MajorsOct 02, 2026
Pandora Opens New $150M Manufacturing Facility in VietnamThe new facility, its first outside of Thailand, will boost its manufacturing capacity by 50 percent.
TrendsOct 02, 2026
Hearts On Fire Celebrates 30th Anniversary With Heart PendantThe special-edition “Dream” pendant, our Piece of the Week, was created to mark Hearts On Fire’s 30-year milestone with 30 diamonds.
CrimeOct 01, 2026
Police Looking for 4 Suspects in $600K Smash-and-Grab RobberyDubai Jewelers in Springfield, Virginia, was once again the target of an armed robbery.
SourcingOct 01, 2026
Columbia Gem House Opens ‘Cutting Toward Change’ FundraiserProceeds from its jewelry raffle will benefit an organization working in India to combat silicosis, a lung disease affecting stone cutters.
TrendsOct 01, 2026
Carolina Hurricanes’ Championship Ring Reveals Hidden Hockey Puck PendantThe rings, crafted by Jason of Beverly Hills, celebrate the hockey team’s Stanley Cup win with design elements that honor its traditions.
TrendsOct 01, 2026
Amanda’s Style File: October’s Color Range This roundup of birthstone jewelry for October features vibrant tourmalines and opals with personality.
SourcingSep 30, 2026
Botswana’s President, De Beers CEO Say Diamond Demand Is RecoveringPresident Duma Boko spoke at back-to-back events in the city last week, touting Botswana’s stability and the diamond “bounceback.”
CollectionsSep 30, 2026
Oscar Heyman’s Holiday Book Is ‘A Living Archive’ The catalog showcases 112 new, one-of-a-kind pieces amid highlights from the jeweler’s historic archive.
SourcingSep 30, 2026
Gemfields Posts $98.5M Loss, Writes Down Value of Ruby MineIts Montepuez Ruby Mining operation in Mozambique, which is not yielding enough high-quality rubies, has taken a $125 million hit.
Events & AwardsSep 30, 2026
Jewelers of America, JA New York to Host Networking EventThe event will take place on the evening of Oct. 26 in New York City.
IndependentsSep 29, 2026
Christy Bromberg, Longtime Gift Buyer for Underwood Jewelers, Dies at 68She is remembered for her joie de vivre, upbeat personality, genuine interest in other people, and love of the Alabama Crimson Tide.
AuctionsSep 29, 2026
Dionne Warwick’s Jewelry Goes Up for AuctionOnline bidding is open now for Julien’s sale of items owned by the “Walk On By” singer, whose final album comes out this fall.
Events & AwardsSep 29, 2026
Matt Stuller to Receive 2027 Gem Award for Lifetime AchievementThe founder and executive chairman of Stuller Inc. is being honored for his impact on the jewelry industry at the 25th annual Gem Awards.
ColumnistsSep 29, 2026
Your Holiday Marketing Has a Bridal Blind SpotDecember is the most popular month to propose, and jewelers need to keep that in mind when planning their holiday marketing.
AuctionsSep 29, 2026
If You Love Cats, This Jewelry Auction Is for YouCat ladies of the jewelry world, unite. Sandy Lerner’s collection of cat jewelry and other objects is going up for auction Wednesday.
