IndependentsApr 23, 2026
Meet the Real Moms of Day’s JewelersSurveysApr 24, 2026
Mother’s Day 2026 Jewelry Spending to Top $7B, NRF Says
NRF’s annual survey found that 45 percent of consumers plan to purchase jewelry for a loved one this Mother’s Day.
The “Irene” ring in 14-karat yellow gold set with 0.50 carats of lab-grown diamonds ($2,450) by Fourteen August, named after brand founder Diana Bufalini’s mother. The National Retail Federation is expecting Mother’s Day spending to reach a record $7.5 billion this year.
Washington, D.C.—Jewelry is expected to lead the charge when it comes to dollars spent on gifts this Mother’s Day.
Consumers will spend an estimated $38 billion for Mother’s Day this year, according to the annual survey by the National Retail Federation and Prosper Insights & Analytics, released this week.
The forecast surpasses last year’s total spending of $34.1 billion and exceeds the previous record of $35.7 billion set in 2023, though it is worth noting that the NRF’s surveys are not adjusted for inflation.
“Mother’s Day remains a priority for many Americans, and they plan to lean into the holiday despite current economic uncertainty,” NRF Chief Economist and Executive Director of Research Mark Mathews said.
“Consumers are gifting from the heart, seeking unique gifts that create lasting memories for the mothers in their lives. It’s an opportunity to recognize what this person has means to you, and retailers are ready to make Mother’s Day extra special for shoppers.”
Consumers will spend an estimated $38 billion for Mother’s Day this year, according to the annual survey by the National Retail Federation and Prosper Insights & Analytics, released this week.
The forecast surpasses last year’s total spending of $34.1 billion and exceeds the previous record of $35.7 billion set in 2023, though it is worth noting that the NRF’s surveys are not adjusted for inflation.
“Mother’s Day remains a priority for many Americans, and they plan to lean into the holiday despite current economic uncertainty,” NRF Chief Economist and Executive Director of Research Mark Mathews said.
“Consumers are gifting from the heart, seeking unique gifts that create lasting memories for the mothers in their lives. It’s an opportunity to recognize what this person has means to you, and retailers are ready to make Mother’s Day extra special for shoppers.”
This year, 84 percent of U.S. adults plan to celebrate the holiday, in line with recent years.
Of those celebrating, 54 percent plan to buy a gift for their mother or stepmother, followed by for a wife (22 percent) or a daughter (13 percent).
Consumers plan to spend a record average of $284.25 on gifts, up from $259.04 last year and surpassing the previous record of $274.02 in 2023.
Flowers are still the most popular gift category, with 75 percent of shoppers planning to purchase floral arrangements.
Greeting cards came in second (74 percent) followed by special outings, such as dinner or brunch (63 percent), gift cards (55 percent), and clothing or clothing accessories (51 percent).
Jewelry was in the No. 6 slot with 45 percent planning to purchase jewels for their loved ones, up from 42 percent last year.
In terms of the dollar amount consumers plan to spend, jewelry tops the list at $7.5 billion, up from $7 billion last year but down from $7.8 billion in 2024. Jewelry’s top position in terms of dollars spent is not surprising, given its higher average price tag.
Special outings ($6.4 billion) are in the No. 2 spot by dollars spent, followed by electronics ($4.4 billion), flowers ($3.2 billion), and greeting cards ($1.3 billion).
Of those celebrating, 54 percent plan to buy a gift for their mother or stepmother, followed by for a wife (22 percent) or a daughter (13 percent).
Consumers plan to spend a record average of $284.25 on gifts, up from $259.04 last year and surpassing the previous record of $274.02 in 2023.
Flowers are still the most popular gift category, with 75 percent of shoppers planning to purchase floral arrangements.
Greeting cards came in second (74 percent) followed by special outings, such as dinner or brunch (63 percent), gift cards (55 percent), and clothing or clothing accessories (51 percent).
Jewelry was in the No. 6 slot with 45 percent planning to purchase jewels for their loved ones, up from 42 percent last year.
In terms of the dollar amount consumers plan to spend, jewelry tops the list at $7.5 billion, up from $7 billion last year but down from $7.8 billion in 2024. Jewelry’s top position in terms of dollars spent is not surprising, given its higher average price tag.
Special outings ($6.4 billion) are in the No. 2 spot by dollars spent, followed by electronics ($4.4 billion), flowers ($3.2 billion), and greeting cards ($1.3 billion).
“Consumers are budgeting more and planning on shopping more across all gift categories this Mother’s Day,” Prosper Executive Vice President of Strategy Phil Rist said.
“Electronics, in particular, are a popular gift category this year, with expected spending surpassing $4 billion for the first time in the survey’s history.”
Related stories will be right here …
“Electronics, in particular, are a popular gift category this year, with expected spending surpassing $4 billion for the first time in the survey’s history.”
Experience-based gifts also are still expected to be popular, with a record one-third of respondents planning to gift experiences, like a concert or sporting event.
Nearly half (46 percent) of survey-takers said when they purchase a gift, finding something unique is most important, followed by creating a special memory (39 percent).
The top shopping destination for gifts is a tie between online retailers and department stores (33 percent), followed by specialty stores (29 percent), and discount stores (26 percent).
The survey was conducted April 1-8 and included 7,877 U.S. adult consumers.
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