Total consumer spending on Mother’s Day gifts in the United States is projected to reach a record $38 billion this year, exceeding the 2025 high of $35.7 billion and 2024’s $34.1 billion, according to the National Retail Federation (NRF) annual survey conducted by Prosper Insights & Analytics. With nearly 8,000 respondents polled from April 1 to 8, the data underscores jewelry’s position as the leading category at $7.5 billion—surpassing special outings ($6.4 billion) and electronics ($4.4 billion)—building on 2025’s $6.8 billion.

Average spending per consumer is forecast at $284.25, reflecting resilient demand for premium, sentimental gifts despite economic headwinds. Mother’s Day remains a priority for many Americans, who plan to lean into the holiday. 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.

Jewelry accounts for the highest value despite lower volume penetration compared to flowers or cards; nearly half of shoppers prioritize meaningful, distinctive items. Retail distribution is evenly split, with online and department stores each capturing 33% of purchases, followed by specialty outlets—presenting broad opportunities for brands.

For Indian jewellery stakeholders, these insights signal strong U.S. export potential in personalized fine jewellery, reinforcing the sector’s global appeal.