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
Supplier BulletinNov 05, 2026
Winning With GCAL 8X®: What’s Working at the CounterSponsored by GCAL by Sarine
CollectionsNov 05, 2026
Judi Powers, Russell Jones Unleash Joy With New CollaborationThe designers combined their talents for Little Pet Portraits, hand-painted miniatures of our best friends set in a piece of jewelry.
FinancialsNov 05, 2026
Brilliant Earth Continued to Resonate With High-Income Shoppers in Q3Its non-bridal fine jewelry remains the star of the show, recently launching new collections inspired by Elizabeth Taylor and Jane Goodall.
Brought to you by
How Overnight Mountings’ Bridal Builder Makes Custom Engagement Ring Design Easier to SellWith customization becoming more expected in engagement ring shopping, the Bridal Builder makes the process tangible.
MajorsNov 05, 2026
Ariana Grande Stars In Swarovski’s Holiday Campaign“Joy: The Swarovski Musical” features Ariana Grande as the leading lady in scenes inspired by classic musical montages.
Weekly QuizNov 05, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
GradingNov 05, 2026
GIA to Offer Next-Day Holiday ServicesThe lab will bring back its complimentary next-day service for some reports starting next week.
CrimeNov 04, 2026
$250K+ in Undeclared Cartier Jewelry Seized at Philadelphia AirportA Pennsylvania woman failed to declare a ring and a bracelet, discarding the boxes and receipts to conceal the purchases, officials said.
Brought to you by
A Diamond Is Forever Launches 2026 Holiday Campaign Championing Natural DiamondsA Diamond Is Forever's holiday campaign reimagines natural diamond icons for a new generation celebrating individuality.
FinancialsNov 04, 2026
Pandora’s Q3 Sales Up 7% Amid Focus on DesignNew collections and relevant marketing pushed the company forward, while Pandora’s lab-grown diamond sales continue to lag.
Events & AwardsNov 04, 2026
NYC Jewelry Week 2026 Is the Largest Edition YetThe citywide celebration, slated for Nov. 16-22, is set to host more than 175 events, including live jewelry-making demos.
MajorsNov 04, 2026
Bergdorf Goodman Names New PresidentLanessa Elrod, former president and CEO of Louis Vuitton Americas, has stepped into the role as the retailer celebrates 125 years.
AuctionsNov 03, 2026
Infinity Gauntlet Set With 170+ Carats of Colored Gemstones Up for AuctionA replica of one of the most powerful objects in the Marvel Cinematic Universe, the glove is heading to auction next month in Abu Dhabi.
IndependentsNov 03, 2026
Longtime Jewelry Marketer Arthur Klein Dies at 89Klein, who had his own marketing agency and worked for Gabriel & Co. and Trans American Diamond, is remembered as a kind man.
IndependentsNov 03, 2026
Zadok Jewelers Toasts To 50 Years With Diamond Bracelet GiveawayTo enter the giveaway, locals can purchase a featured beverage from one of eight participating restaurants in Houston and Austin, Texas.
Events & AwardsNov 03, 2026
David Yurman Gem Awards Grant Opens 2027 ApplicationsThe grant recipient will be awarded $50,000 as well as mentoring meetings with executives at David Yurman and other industry executives.
Events & AwardsNov 03, 2026
NAJA, Instappraise Name 2026 Scholarship WinnersThe winners include a non-NAJA member seeking training, a member beginning NAJA courses, and a member becoming a Certified Master Appraiser.
AuctionsNov 02, 2026
197-Carat ‘Romanov Sapphire’ Heads to Sotheby’s GenevaThe rare jewel, which has links to Russia’s Romanov dynasty, is estimated to fetch up to $2 million.
CrimeNov 02, 2026
Customs Seizes More Than 400 Fake Audemars Piguet WatchesIt is one of several seizures of counterfeit jewelry and watches by U.S. Customs and Border Protection officials in Louisville this year.
MajorsNov 02, 2026
Lawrence Bock, Caryl Capeci, Amanda Coleman-Phelps Join JA Board Jewelers of America announced the additions to its board of directors following its annual general meeting, held last week.
CollectionsNov 02, 2026
Olympian Kristi Yamaguchi, Heller Jewelers Expand ‘Always Dream’ CollectionThe jewelry collection supports Yamaguchi’s Always Dream foundation, which provides reading and educational resources to families in need.
Events & AwardsOct 30, 2026
Illuminating Carved Paraiba Pendant, Suite of Moonstones Wow at Spectrum AwardsSpectrum’s “Best of Show” honors went to a 101-carat Paraiba carved to look like Medusa that has a magnet-activated LED light.
TrendsOct 30, 2026
Edina Kiss’ Pendants Say ‘Eye’m Watching You’Our Halloween Pieces of the Week are four “Eye” pendants, each set with colorful gemstones.
MajorsOct 30, 2026
The RealReal Hires Former eBay Exec as New Chief Merchandising OfficerAlexis Hoopes expanded eBay’s “Authenticity Guarantee” program during her tenure.
WatchesOct 29, 2026
Bucherer Opens Rolex Boutique in Washington StateThe Rolex-owned retailer’s new 4,700-square-foot store’s façade honors the Pacific Northwest’s evergreen forests.
TrendsOct 29, 2026
Amanda's Style File: All Treats, No Tricks Get into the Halloween spirit with this roundup of 13 spooky jewels.
MajorsOct 29, 2026
Gesswein Hires Longtime Bench Jeweler, Educator Ann CahoonCahoon was appointed strategic account and educational program manager at Gesswein, which recently joined Continental Buying Group.
MajorsOct 29, 2026
Amanda Seyfried Stars In Tiffany & Co.’s Holiday CampaignTiffany & Co.’s latest ambassador makes her debut in its “Love Is a Gift” holiday campaign.
