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.
More on Surveys
The Latest
TechnologyAug 10, 2026
Colorado Jeweler Launches Customization Tool He Built HimselfHonest Hands Ring Co. Founder Benjamin Bosworth shared his thoughts on jewelry technology and why AI can never replace the human element.
MajorsAug 10, 2026
QVC Exits Chapter 11 Bankruptcy, Names New Interim CEOQVC Group President and CEO David Rawlinson is temporarily being replaced by a familiar face, former QVC CEO Mike George.
CollectionsAug 10, 2026
State Property Puts a Ripple in the ‘The Voyager’ CollectionThe brand also added two one-of-a-kind brown diamond pieces to the “Sanssouci” series of its “Gardens” collection.
Brought to you by
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsRetailers are seeking new ways to attract customers, increase traffic, and create revenue – Estate buying events are a popular solution.
MajorsAug 10, 2026
And IJO’s 2026 Vendor of the Year Is … Ostbye took home top vendor honors at the Independent Jewelers Organization’s show, held last month in Kentucky.
Weekly QuizAug 07, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Supplier BulletinAug 07, 2026
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsSponsored by Stratus Estate Buyers
MajorsAug 07, 2026
Retail Veteran Pam Cloud Appointed President of Blue NileCloud, who will officially join Blue Nile on Monday, spent 26 years at Tiffany & Co. and founded jewelry brand Roseate.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
MajorsAug 07, 2026
Pandora Appoints Paulo Garcia as New CFO Garcia will take over from the company’s current CFO, Anders Boyer, who is retiring at the end of November.
MajorsAug 07, 2026
Etsy to Lay Off 12% of WorkforceEtsy CEO Kruti Patel Goyal explained why the company is letting go more than 200 employees as its performance improves.
TrendsAug 07, 2026
Look Ahead with Syna’s Binoculars PendantThe “Star Gazer” pendant, our Piece of the Week, is Syna’s tribute to curiosity and the discovery of something new.
CrimeAug 06, 2026
Lalique Museum to Remain Closed Following $5M HeistMuseum officials are looking to the public to help cover the “exceptional” costs involved in recovering from the July 5 smash-and-grab.
MajorsAug 06, 2026
Claire’s Revamps Piercing Services for Second Time in Three Years The overhaul includes enhanced employee safety training and trendy earring styles, including lab-grown diamond studs.
FinancialsAug 06, 2026
Brilliant Earth’s Q2 Sales Up 6%, Driven by High-Income ShoppersThe retailer said it had its biggest Mother’s Day ever, with strong demand for higher-priced jewelry.
TrendsAug 06, 2026
New Book on Handcrafted American Objects Highlights Jewelry“Handwork: Handcrafted Objects that Made America” features historic and contemporary works, including a Diné squash blossom necklace.
MajorsAug 06, 2026
AJA East Coast Names Ani Khachian as First Female President-ElectThe Armenian Jewelers Association’s East Coast chapter has also elected its 2026–2027 board of directors.
MajorsAug 05, 2026
Private Equity Firm Wants to Buy 100+ JCPenney StoresOnyx Partners has submitted a second offer to buy the department stores after its first offer fell through last year.
IndependentsAug 05, 2026
Atlanta Jeweler Introduces $10K MartiniSolomon Brothers Jewelers has partnered with local cocktail bar Roaring Social on a new martini garnished with a tennis necklace.
IndependentsAug 05, 2026
Another Member of the Siegel Family Joins Hamilton Jewelers Benjamin Siegel, son of President and CEO Hank Siegel, started working for the family business this week.
MajorsAug 05, 2026
Bulgari Opens Store in San DiegoThe new space features a modern design that blends Bulgari’s Roman heritage with San Diego’s coastal spirit.
CrimeAug 04, 2026
Crew of Thieves Break Into Indiana Jeweler’s HomeFour men were charged in connection with the break-in and accused of stealing $365,000 in cash, jewelry, and designer goods.
MajorsAug 04, 2026
Pandora Hires Former Signet Board Member to Lead North American MarketAndré Branch has more than 25 years of experience with various brands, most recently serving as CEO of Ariana Grande’s cosmetics company.
MajorsAug 04, 2026
Sasha Primak Acquires GemlokNew York-based atelier Gemlok is best known for creating the innovative “bridge” setting that became popular in the bridal market.
CollectionsAug 04, 2026
Musician Carlos Santana Launches Jewelry BrandSantana Now's debut collection, “Unidad,” features symbolic motifs as well as pieces of wood from the Woodstock stage.
CrimeAug 03, 2026
Florida Man Gets 15 Years in Trio of Jewelry Store RobberiesThe 50-year-old man pleaded guilty earlier this year to robbing two jewelry stores and a pawn shop of more than $700,000 in merchandise.
WatchesAug 03, 2026
Citizen's New Spider-Man Watch Is a Collector’s DreamThe watch’s dial features an original design by Marvel comics illustrator Adam Kubert.
Lab-GrownAug 03, 2026
Chatham Releases First Men’s CollectionThe new collection of lab-grown diamond and colored gemstone jewelry provides a “fresh perspective” on the category, Chatham said.
