NRF Survey: Jewelry to Lead Record $38B Mother’s Day Spending in 2026

Jewelry is set to shine brightest this Mother’s Day, with consumers expected to spend a remarkable $7.5 billion on the category — once again making it the highest-volume gift-giving choice. According to the latest survey from the National Retail Federation and Prosper Insights & Analytics, the enduring appeal of fine jewelry is helping drive total holiday spending to a record $38 billion, as shoppers seek meaningful, lasting ways to celebrate the special women in their lives.

Jewelry once again leads all gift categories, with projected spending of $7.5 billion — a 10.3% jump from $6.8 billion in 2025 and just shy of the all-time record of $7.8 billion. The category has now held the top spot for more than a decade, reinforcing its role as the ultimate sentimental gift.

Nearly half of shoppers — 45% — plan to purchase jewelry this Mother’s Day, up from 42% last year. On a per-person basis, consumers expect to spend an average of $56.25 on jewelry, also an increase from 2025. These gains signal strong consumer confidence in gifting pieces that carry emotional and lasting value.

Overall participation remains steady, with 84% of U.S. adults planning to celebrate the holiday. Spending per person is expected to hit a record $284.25, reflecting consumers’ willingness to stretch budgets for the special women in their lives.

“Mother’s Day remains a priority for many Americans, and they plan to lean into the holiday despite current economic uncertainty,” said NRF Chief Economist Mark Mathews. “Consumers are gifting from the heart, seeking unique gifts that create lasting memories.”

While jewelry dominates spending, other popular categories include special outings ($6.4 billion), electronics ($4.4 billion), flowers ($3.2 billion) and greeting cards ($1.3 billion). Notably, experiential gifts continue to gain traction, with a record one-third of consumers planning to give experiences, such as concerts or sporting events.

Shoppers are also being more intentional in their purchases. According to the survey, 46% say finding a unique or different gift is their top priority, while 39% are focused on creating a special memory — two motivations that align perfectly with jewelry’s enduring appeal.

“Consumers are budgeting more and planning on shopping more across all gift categories this Mother’s Day,” said Prosper Executive Vice President Phil Rist.

When it comes to where consumers are shopping, online and department stores are tied as the top destinations (33% each), followed by specialty stores — including local jewelers — at 29%.

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 survey of 7,877 U.S. adult consumers was conducted April 1 – April 8 and has a margin of error of plus or minus 1.1 percentage points.

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