Executive Summary

• According to an annual Mother’s Day spending survey from the National Retail Federation (NRF) and Prosper Insights & Analytics, about 84% of US consumers plan to celebrate Mother’s Day this year, broadly in line with last year’s 86%.
• The NRF projects that total spending on Mother’s Day in the US this year will reach $25.0 billion, a record high. The average Mother’s Day spend per person will be $196.5 this year, up from $179.8 last year.
• The survey indicated that jewelry will be the biggest Mother’s Day gift category by total sales this year; the NRF predicts that shoppers will spend $5.2 billion on jewelry. The second-biggest spending category will be special outings such as brunch or dinner, on which shoppers will spend an estimated $4.6 billion this year.