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).
The Latest
Supplier BulletinApr 24, 2025
Protect Your Customers and Your BusinessSponsored by the Gemological Institute of America
EditorsApr 24, 2025
Q&A: Wolf’s CEO Talks U.S. ExpansionSimon Wolf shares why the time was right to open a new office here, what he looks for in a retail partner, and why he loves U.S. consumers.
IndependentsApr 24, 2025
Longtime Iowa Jeweler Herman Ginsberg Dies at 99 A third-generation jeweler, Ginsberg worked at his family’s store, Ginsberg Jewelers, from 1948 until his retirement in 2019.
Brought to you by
Protect Your Customers and Your BusinessThe risk of laboratory-grown diamonds being falsely presented as natural diamonds presents a very significant danger to consumer trust.
FinancialsApr 24, 2025
Charles & Colvard Delisted From Nasdaq Due to NoncomplianceThe company failed to file its quarterly reports in a timely manner.
Weekly QuizApr 24, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingApr 24, 2025
Young Diamantaires Transition to NonprofitThe organization also announced its board of directors.
TrendsApr 24, 2025
Amanda’s Style File: So CharmingCharms may be tiny but with their small size comes endless layering possibilities, from bracelets to necklaces and earrings.
MajorsApr 23, 2025
Bulgari Doubles Size of Jewelry Factory in ItalyLocated in Valenza, the now 355,000-square-foot facility includes a new jewelry school that’s open to the public, Scuola Bulgari.
Events & AwardsApr 23, 2025
PDPaola Creative Director Wins FGI’s ‘Rising Star’ AwardPaola Sasplugas, co-founder of the Barcelona-based jewelry brand, received the Fine Jewelry Award.
AuctionsApr 23, 2025
Rare Custom Rolex Daytona Heads to AuctionA platinum Zenith-powered Daytona commissioned in the late ‘90s will headline Sotheby’s Important Watches sale in Geneva next month.
MajorsApr 23, 2025
David Yurman’s New Campaign Stars Carmelo Anthony, Jaylen BrownThe basketball stars wear men’s jewelry from the “Curb Chain” collection.
MajorsApr 22, 2025
Zales’ Rebrand Takes Playful Approach to Fine JewelryThe Signet Jewelers-owned retailer wants to encourage younger shoppers to wear fine jewelry every day, not just on special occasions.
AuctionsApr 22, 2025
Christie’s to Auction JAR Jewelry CollectionThe 21 pieces, all from a private collector, will be offered at its Magnificent Jewels auction next month.
ColumnistsApr 22, 2025
The PR Adviser: Building Buzz Through Word of MouthLilian Raji answers a question from a reader who is looking to grow her jewelry business but has a limited marketing budget.
GradingApr 22, 2025
Avi Levy Is GCAL By Sarine’s New Chief Growth OfficerGCAL by Sarine created the new role to sharpen the company’s focus on strategic partnerships and scalable expansion.
IndependentsApr 22, 2025
Brinker’s Jewelers Acquires Fellow IndependentThe Indiana jeweler has acquired Scottsdale Fine Jewelers in Scottsdale, Arizona.
Events & AwardsApr 21, 2025
An Exhibition Exploring the History of Cartier Is Now on Display“Cartier: Design, Craft, and Legacy” opened earlier this month at the Victoria and Albert Museum in London.
IndependentsApr 21, 2025
New York Jeweler to Close After 111 YearsVan Cott Jewelers in Vestal, New York, is hosting a going-out-of-business sale.
IndependentsApr 21, 2025
IJO Names New Director of Vendor Relations, Merchandise StrategyIndustry veteran Samantha Larson has held leadership roles at Borsheims, McTeigue & McClelland, Stuller, and Long’s Jewelers.
Events & AwardsApr 21, 2025
Jewelers of Louisiana, Mississippi Jewelers Association to Co-Host ConventionThe two organizations will hold the educational event together this fall in Mississippi.
Events & AwardsApr 18, 2025
Daymond John to Give Keynote at JCK Las VegasThe entrepreneur and “Shark Tank” star will share his top tips for success.
CollectionsApr 18, 2025
Piece of the Week: Dukachi’s ‘Easter Bread’ PendantThe Ukrainian brand’s new pendant is modeled after a traditional paska, a pastry often baked for Easter in Eastern European cultures.
IndependentsApr 18, 2025
Bremer Jewelry to Reveal Renovated StoreThe jeweler has announced a grand reopening for its recently remodeled location in Peoria, Illinois.
MajorsApr 18, 2025
Tiffany & Co. Employees Star in Mother’s Day CampaignThe “Strong Like Mom” campaign features moms who work at Tiffany & Co. and their children.
CollectionsApr 17, 2025
John Hardy, Athena Calderone Partner on Art Deco Decor-Inspired CollectionInterior designer Athena Calderone looked to decor from the 1920s and 1930s when crafting her first fine jewelry collection.
FinancialsApr 17, 2025
Movado Group to Increase Prices to Offset Tariffs ImpactDuring a call about its full-year results, CEO Efraim Grinberg discussed how the company is approaching the uncertainty surrounding tariffs.
