Mother’s Day spending could hit a record $38 billion this year, with jewelry as the leading gift category, according to the National Retail Federation (NRF).
Consumers in the U.S. will spend about $7.5 billion on jewelry gifts for Mother’s Day, the NRF determined based on its annual Mother’s Day survey. Nearly 8,000 people were polled between April 1 and April 8 for the survey, conducted by research firm Prosper Insights & Analytics.
The NRF expects that consumers will spend a record $284.25 on average for Mother’s Day gifts. The $38 billion total would surpass 2023’s record $35.7 billion. Last year, Mother’s Day spending totaled $34.1 billion, the NRF said.
“Mother’s Day remains a priority for many Americans, and they plan to lean into the holiday despite current economic uncertainty,” said Mark Mathews, chief economist and executive director of research at the trade association, in a statement.
“Consumers are gifting from the heart, seeking unique gifts that create lasting memories for the mothers in their lives,” he said. “It’s an opportunity to recognize what this person has means to you, and retailers are ready to make Mother’s Day extra special for shoppers.”
One jeweler with a new collection for Mother’s Day gifting is Kinn Studio, which debuted its Family Legacy collection on April 9, along with a promotional video starring founder Jennie Yoon’s daughter Kaia and her friends as a new generation of designers and decision makers.
Kinn’s campaign could be considered a kid-friendly alternative to more sentimental Mother’s Day advertising, such as Tiffany & Co.’s featuring British model Rosie Huntington-Whiteley.
In the Kinn video, the “executives”—wearing adult-size blazers and shoes—gather in a boardroom to discuss the brand’s next heirloom pieces. One notes that she think the diamonds in the jewelry need to be larger. Another declares, “Let’s go get ice cream!” after they’ve approved the final designs for Family Legacy—and they all leave with smiles on their faces.
Kinn’s Family Legacy includes 14k gold necklaces, earrings, tennis bracelets, rings, and charms, as well as several styles of locket that can hold a small note or other cherished item. The campaign positions these jewelry pieces as gifts that are worn by the recipient but worthy of passing down to children and grandchildren.
“Everything that I’m building is for you and your sissy,” Yoon tells Kaia in an Instagram video for the collection. “One day Kinn jewelry is going to be owned by you and probably your friends, so I wanted you guys to design what it would look like, and I wanted you to have a say in what the design looks like.”
“Will I get to keep the jewelry one day?” Kaia asks. “Every single piece,” her mother responds.
(Top photo: Getty Images; jewelry photos courtesy of Kinn Studio)
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