US retailers are forecasting strong sales around Mother’s Day this year, with total spending expected to reach $34.1 billion, according to the National Retail Federation (NRF) and Prosper Insights & Analytics.The projected total is slightly higher than last year’s figure of $33.5 billion, though it falls just short of the record $35.7 billion spent in 2023.

More than eight in ten US adults (84%) plan to mark the occasion, with average spending per person estimated at $259.04. This represents a modest increase of around $5 per shopper compared with 2024.

Within that impressive total, jewellery stands out as a top-tier gift category. The survey forecasts that consumers will spend a staggering $6.8 billion on jewellery for Mother’s Day this year. This places jewellery as the leading category in terms of total expenditure, surpassing popular choices like special outings ($6.3 billion), gift cards ($3.5 billion), flowers ($3.2 billion), and greeting cards ($1.1 billion).

Consumers are planning to spend an average of $259.04 on Mother’s Day gifts and celebrations, an increase of about $5 from 2024, contributing to the growth seen across various categories, including fine and fashion jewellery.