Mother’s Day spending in the US is projected to reach a record $38 billion in 2026, with jewellery emerging as the single largest category, according to the National Retail Federation (NRF).
Consumers are expected to spend $7.5 billion on jewellery alone, outpacing other major categories such as special outings ($6.4 billion) and electronics ($4.4 billion).
The data reinforces jewellery’s consistent position as the top value driver during the holiday. In previous years, spending in the category has steadily risen, with $6.8 billion recorded in 2025, already ahead of all other gift segments.
Average consumer spending is also set to climb to a record $284.25 per person, reflecting stronger intent to purchase higher-value gifts, including fine and fashion jewellery.
While flowers and greeting cards remain the most widely purchased items by volume, jewellery dominates in terms of total spend. The NRF noted that demand is being shaped by a preference for meaningful and distinctive gifts, with nearly half of consumers prioritising uniqueness and memory-led purchases.
Retail channels are evenly split between online and department stores, each accounting for 33% of purchases, followed by speciality retailers, indicating broad distribution opportunities for jewellery brands across formats.