Consumer spending for Mother’s Day is expected to reach a record US$38 billion this year, according to a survey by the National Retail Federation (NRF) and Prosper Insights & Analytics. The forecast surpasses last year’s US$34.1 billion and tops the previous peak of US$35.7 billion set in 2023, as shoppers look for meaningful gifts despite ongoing economic uncertainty.
Jewellery is set to be the standout category. The NRF projects US$7.5 billion will be spent on jewellery—more than any other gift type by value after special outings. By comparison, spending on flowers is expected to total US$3.2 billion, while greeting cards are forecast at US$1.3 billion.
The wider pattern reflects a steady commitment to the holiday: 84 percent of US adults plan to celebrate. Among those, consumers expect to spend an average of US$284.25 on gifts, a new high. Of people shopping, 54 percent plan to buy for their mother or stepmother, with wife and daughter among the next most common recipients.
NRF chief economist Mark Mathews said shoppers are “gifting from the heart”, prioritising unique presents designed to create lasting memories. Retailers, he added, are gearing up to make Mother’s Day “extra special” for shoppers, and jewellery retailers are clearly prepared for a bumper season.
12-05-2026
← Back