Mother’s Day 2025 is shaping up to be another strong season for jewelry sales, according to a survey conducted by the National Retail Federation (NRF) and Prosper Insights & Analytics. Jewelry remains a top choice for gift-givers, with spending on the category expected to total $6.8 billion — outperforming special outings ($6.3 billion), gift cards ($3.5 billion), flowers ($3.2 billion) and electronics ($3.2 billion).
Overall Mother's Day spending in 2025 is projected to reach $34.1 billion, the second-highest total in the history of the NRF survey, which was first published in 2007. The record of $35.7 billion was set in 2023.
This year's overall sales number is up 1.8% compared to the $33.5 billion spent in 2024, and 27.7% compared to the $26.7 billion recorded in 2020.
On average, those celebrating Mother’s Day plan to spend $259, a slight increase of $5 compared to 2024’s average of $254 and up $54 compared to 2020.
Exactly 42% of respondents said they would be purchasing jewelry gifts for Mother's Day in 2025. That's up from 40% in 2024.
Despite ongoing economic uncertainties, 84% of U.S. adults say they will honor the special women in their lives, continuing a strong tradition of spending that has continued to grow steadily.
Most of those celebrating the holiday (57%) are shopping specifically for a mother or stepmother, followed by a wife (23%) or daughter (12%).
"Mother's Day is an important holiday for many consumers, only surpassed by the winter holidays in terms of average spending,” noted NRF Vice President of Industry and Consumer Insights Katherine Cullen. “Even in the face of economic uncertainty, consumers continue to celebrate the special women in their lives with gifts and outings.”
The focus of Mother's Day purchasing remains on meaningful, memorable gifts. Nearly half (48%) of consumers say finding a gift that’s unique or different is their top priority, while 42% aim to create lasting memories. Experiences continue to trend upward, particularly among men, 36% of whom plan to give an experiential gift this year, such as a concert, wine tasting, or scenic picnic.
Exactly 29% of respondents said they would be shopping for Mother's Day gifts at a specialty store, such as a retail jeweler. Other destinations included online (36%), department store (32%), local/small business (25%), discount store (22%), specialty clothing store (12%).
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 US 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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