The amount US consumers will spend on jewelry this Mother’s Day will slip slightly as more shoppers look for thoughtful and unique gifts, according to a survey the National Retail Federation (NRF) published.
“Consumers are…continuing to prioritize thoughtful gifts this holiday,” the federation, which conducted the poll with Prosper Insights and Analytics, said Monday. “Nearly half of consumers say finding a gift that’s unique or different is more important to them.”
Americans are expected to shell out $34.1 billion on Mother’s Day presents this year, up from last year’s predicted figure of $33.5 billion and just shy of the record $35.7 billion in 2023. Consumers are set to spend $6.8 billion of that on jewelry, 2.9% less than the $7 billion anticipated for that category in 2024.
On average, the NRF forecast that shoppers would lay out $259 on gifts for the holiday, which falls on May 11. That figure is $5 more than last year and one of the highest in the NRF’s survey history.
Additionally, special outings, such as brunch or a concert, are popular this year, with consumers looking to spend $6.3 billion on that segment, up from $5.9 billion a year ago. Customers will drop $3.5 billion on gift cards and $3.2 billion on flowers, the NRF said. The flowers and greeting-cards categories are slated to attract the largest number of shoppers, chosen by 74% and 73% of respondents, respectively. Special outings came in third, at 61%.
“Alongside traditional gifts like flowers or a card, gifts of experience are a way to create a special memory with mom,” said Phil Rist, executive vice president of strategy at Prosper. “Whether it’s tickets to a concert or movie, a wine tasting or simply a scenic hike and picnic, there are options to fit any budget.”
Some 57% of respondents said they were shopping specifically for their mother or stepmother, while 23% stated they would buy a gift for their wife, and 12% wanted to honor their daughter. More than one-third of consumers intend to shop online, with 32% planning to purchase from a department store, 29% from specialty stores, and 25% at local or small businesses.
Image: A woman giving a Mother’s Day gift. (Shutterstock)
