Mother’s Day Shoppers to Spend More on Jewelry Than Any Other Category

Mother’s Day 2024 jewelry sales are expected to hit $7 billion, outperforming all other retail categories by a wide margin.

According to the annual survey released by the National Retail Federation (NRF) and Prosper Insights & Analytics, Special Outings are projected to come in second at $5.9 billion in sales, while Electronics should rank third at $3.5 billion.

Overall Mother’s Day spending is expected to reach $33.5 billion this year. That figure is the second highest in the history of the survey, following last year’s record $35.7 billion.

“Mother’s Day is a time to celebrate the women who play a meaningful role in our lives,” NRF President and CEO Matthew Shay said. “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.”

Exactly 40% of respondents said they will be buying jewelry for their moms this year. That’s 8 percentage points higher than the tally achieved in 2014.

According to the NRF, 84% of US adults are expected to celebrate the holiday. Of that group, most (59%) will be purchasing gifts for a mother or stepmother, followed by a wife (22%) or daughter (12%).

On average, those celebrating plan to spend $254.04 on Mother’s Day gifts and celebrations, the second highest per-person figure in history. The biggest spenders are expected to be those between the ages of 35 and 44, who are budgeting $345.75.

As the leading authority and voice for the retail industry, NRF provides data on consumer behavior and spending for key periods such as holidays throughout the year. The Mother's Day spending survey of 8,213 U.S. adult consumers was conducted April 1-8 and has a margin of error of plus or minus 1.1 percentage points.

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