SurveysApr 19, 2021
New Nielsen Study Shows Consumer Optimism Toward Jewelry SurveysApr 26, 2021
NRF Predicts Record Spending on Jewelry for Mother’s Day 2021
It is expected to account for 59 percent of the $1.4 billion uptick in the total this year, according to a recent survey.
Total spending for Mother’s Day is expected to hit $28.1 billion this year, according to the NRF, led by an uptick in jewelry and electronic gifts. Pictured here is Nora Kogan’s Mama signet ring with enamel and yellow gold.
Washington—Mother’s Day spending is expected to reach a record high this year, according to the National Retail Federation.
The organization released the results of its annual survey, saying it predicts shoppers will spend $28.1 billion on mom in 2021 amid consumer optimism as more people are getting vaccinated and stimulus checks are distributed.
About 83 percent of U.S. adults are expected to celebrate Mother’s Day this year, with consumers spending an average of $220.48 on items, a $16 increase over last year’s figure and the highest in the NRF survey’s history, it said.
“For many, this is a chance to make up for last year’s Mother’s Day when we were under lockdown,” NRF President and CEO Matthew Shay said. “With safety guidelines at top of mind, consumers are planning to be with family, are making travel plans and organizing a special brunch or outing. All of these activities will be reflected through their purchasing decisions.”
The primary driver behind the increase this year is a record spending on jewelry and electronic gifts, according to NRF, with jewelry accounting for 59 percent of the $1.4 billion increase and electronics accounting for more than one-fourth (28 percent).
Consumers between the ages of 25 and 34 will also be part of the rise—they plan to spend an average of $367.08 this year, NRF said, which is $99 more than last year.
Related stories will be right here …
The organization released the results of its annual survey, saying it predicts shoppers will spend $28.1 billion on mom in 2021 amid consumer optimism as more people are getting vaccinated and stimulus checks are distributed.
About 83 percent of U.S. adults are expected to celebrate Mother’s Day this year, with consumers spending an average of $220.48 on items, a $16 increase over last year’s figure and the highest in the NRF survey’s history, it said.
“For many, this is a chance to make up for last year’s Mother’s Day when we were under lockdown,” NRF President and CEO Matthew Shay said. “With safety guidelines at top of mind, consumers are planning to be with family, are making travel plans and organizing a special brunch or outing. All of these activities will be reflected through their purchasing decisions.”
The primary driver behind the increase this year is a record spending on jewelry and electronic gifts, according to NRF, with jewelry accounting for 59 percent of the $1.4 billion increase and electronics accounting for more than one-fourth (28 percent).
Consumers between the ages of 25 and 34 will also be part of the rise—they plan to spend an average of $367.08 this year, NRF said, which is $99 more than last year.
Shoppers in this demographic are the most likely to plan gifts of higher-dollar goods like jewelry or electronics and are more likely to buy gifts for spouses, grandmothers, and friends in addition to their own moms.
Additionally, this year nearly half (49 percent) of survey-takers said they’re planning a special Mother’s Day outing, like brunch or some other activity, up slightly from last year but still below pre-pandemic levels, NRF said.
“Even though consumers have indicated a growing comfort with pre-pandemic activities such as travel or dining out, there is still a lot of uncertainty,” Prosper Insights & Analytics Vice President of Strategy Phil Rist said. “As we’ve seen with other holiday events, a large majority (82 percent) say that as a result of the pandemic, celebrating Mother's Day this year is important to them.”
This year’s survey for Mother’s Day polled 7,818 U.S. adults 18 and older from April 1-9; last year’s, however, was conducted during the height of government-mandated shutdowns.
For Mother’s Day 2021, 34 percent said they plan to buy their Mother’s Day gift online, which is down from last year, when shoppers were dealing with mandated shutdowns, but still above pre-pandemic levels.
In addition to buying online, consumers also plan to shop at department stores (28 percent), specialty stores like florists or jewelers (26 percent), and small businesses (23 percent).
More on Surveys
The Latest
FinancialsJul 16, 2025
Richemont’s Jewelry Sales Up 7% in Q1It marks the third consecutive quarter of growth for Cartier, Van Cleef & Arpels, Buccellati, and Vhernier.
WatchesJul 16, 2025
The Top-Selling Rolex Models of the Last 15 Years, According to Bob’s Watches The reseller’s market trends report, based on its sales data, also shows exactly how much Rolex prices have jumped since 2010.
AuctionsJul 16, 2025
Christie’s To Honor Dinh Van With ExhibitionThe auction house will be hosting a retrospective paying tribute to jeweler Jean Dinh Van and his company’s 60th anniversary.
Brought to you by
Investing in the Next Generation of Bench JewelersThe Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.
IndependentsJul 16, 2025
Clyde Duneier Ushers In Fourth GenerationJake Duneier and Danielle Duneier-Goldberg have stepped into the roles of CEO and president, respectively.
Weekly QuizJul 10, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsJul 15, 2025
Boucheron’s New High Jewelry Calls Attention to Nature’s ImpermanenceThe “Impermanence” collection contemplates nature through the Japanese art of Ikebana (flower arranging) and philosophy of wabi-sabi.
MajorsJul 15, 2025
James Avery Expands to 2 More StatesThe Texas-based jewelry retailer has set up shop in Tennessee and Arizona.
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.
Events & AwardsJul 15, 2025
Neiman Marcus Vet Joins Couture as Brand Director Eric Ford will step into the role, bringing with him decades of experience.
IndependentsJul 15, 2025
Ben Bridge Jeweler Acquires Olympic ManufacturingIn addition to improved capabilities, the acquisition will allow the jeweler to offer support to other independent jewelers.
CollectionsJul 15, 2025
Guzema Debuts First Colored Gemstone JewelryThe “Celestial Blue” capsule collection campaign features Olympian Kateryna Sadurska.
MajorsJul 14, 2025
Nanis Opens First StoreThe seasonal store, located in Mykonos, Greece, offers exclusive events, personal styling, and curated experiences.
IndependentsJul 14, 2025
It’s the Summer of Love at Long’s JewelersThe New England jeweler is hosting a bridal event for the month of August.
SourcingJul 14, 2025
Ethical Gem Fair Heads to SeattleThe trade-only event will host its debut fair in the Emerald City later this month.
Events & AwardsJul 11, 2025
The Edge’s Annual Conference Returns in SeptemberIts sessions will focus on inventory strategies, staff performance, retention and acquisition, emerging market trends, and more.
CollectionsJul 11, 2025
Piece of the Week: Miseno’s ‘Arco’ EarringsFor its 10th anniversary, Miseno designed the “Arco” earrings based on the Arco Felice, an arch conceptualized in A.D. 95 in Miseno, Italy.
Policies & IssuesJul 11, 2025
James Avery to Donate $1M to Texas Hill Country Relief EffortsThe jewelry company is one of several contributing to relief efforts in the region after the recent floods.
TrendsJul 11, 2025
Kelly Osbourne’s Engagement Ring Is Sweet as HoneyInspired by fiancé Sid Wilson’s nickname for her, the white and yellow diamond ring features a unique honeycomb design.
CollectionsJul 10, 2025
Penny Preville Celebrates 5 Decades of Jewelry DesignThe brand is marking its 50th anniversary with a limited-edition bangle, high jewelry suites, new collections, and more.
IndependentsJul 10, 2025
Steven Goldfarb to Retire, Close Alvin Goldfarb JewelerGoldfarb said changes in the industry, coupled with his age and the updates needed to modernize his business, drove his decision.
MajorsJul 10, 2025
LVMH Names New Chairman, CEO of the AmericasLongtime LVMH executive Michael Burke has stepped into the role.
Events & AwardsJul 10, 2025
IAC Gold and Diamond Conference Returns to NYC Central topics of next week’s event include climate action, labor rights, artisan preservation, and value retention in producing countries.
MajorsJul 10, 2025
Hearts On Fire Appoints New Sales DirectorVickie Rokkos has joined the jewelry company as its new national sales director of North America.
Supplier BulletinJul 09, 2025
JCK Unwrapped: Trends, Insights & Post-Show TipsSponsored by Rio Grande Jewelry Supply
CollectionsJul 09, 2025
Cece Jewellery’s New Fruit Jewels Celebrate Life’s SweetnessThe “For the Love of Fruits” collection features five fruit pendants, each holding a different meaning.
EditorsJul 09, 2025
The Most-Read Stories of 2025, So FarDiamonds and crimes (some involving diamonds) top the list of National Jeweler’s most popular stories halfway through the year.
SourcingJul 09, 2025
Florida Couple Finds 3-Carat Diamond in ArkansasThey discovered “The Dash Diamond,” named for their dog, at the Crater of Diamonds State Park earlier this month.
