Mother's Day 2019 to result in $5.2 in jewelry sales

"Mother's Day spending has been growing consistently over the past several years, and this year's spending is expected to be the highest in the 16-year history of our survey," NRF President and CEO Matthew Shay said. "Consumers are excited to celebrate all the moms in their lives, and retailers are ready to inspire consumers with unique gift options."

While the number of people celebrating Mother's Day is  in line with last year's 86 percent, those celebrating are expected to spend more at an average $196 compared with $180 in 2018. Consumers ages 35-44 are likely to spend the most at an average $248, up from $224, and men are likely to spend more than women at $237 compared with $158.

Newer models of gift-giving including special outings and gift cards are growing, in addition to more traditional gifts including flowers, greeting cards, and jewelry.

Some 35 percent of the survey participants said they planned to gift jewelry. The survey therefore projects jewelry purchases to reach $5.2. As such. increased spending on jewelry represents 31 percent of the expected increase over last year.