March 14, 2018
topimage 600x300 RecoveredAlex Woo “Words” sterling silver Mom heart pendant; Gabriel & Co 925 silver and sapphire ring

Mother’s Day is just around the corner! According to the National Retail Federation’s annual survey, the amount that consumers spent on jewelry reached $5 billion for Mother’s Day in 2017. As a jeweler, there are an abundance of ways that you can capitalize on the large spend and high demand of jewelry this year.

The NRF has conducted its annual Mother’s Day survey since 2003 to see how Americans will celebrate Mom on her special day each spring. Its 2017 survey* reported that Mother’s Day shoppers were expected to spend an average of $186.39 in 2017, up from 2016’s spend of $172.22. Total spending was expected to reach $23.6 billion, with 85% of survey participants celebrating Mother’s Day. That’s the highest number in the survey’s 14-year history, topping 2016’s record of $21.4 billion.

The overall increase for 2017 was driven largely by spending on jewelry, which was projected to be up 19%, and personal services, up 15%. According to the survey, consumers planned to spend $5 billion on jewelry, more than that of any other category; $4.2 billion on special outings such as dinner or brunch, $2.6 billion on flowers, $2.5 billion on gift cards, $2.1 billion on clothing, $2 billion on consumer electronics and $1.9 billion on personal services such as spa days.

When searching for the perfect gift, 35% of consumers planned to head to department stores, 31% to specialty stores such as jewelers, florists or electronics stores, and 24% at a local small business. As well, 30% planned to shop online. Among smartphone owners, 34% planned to research gift ideas on their phones while 19% would use them to make a purchase. Based on these statistics, the independent jeweler could capture up to 55% of all shoppers.

Silver Pieces for Mother's Day Gifts

10 tips to help boost your Mother’s Day Silver sales

  1. Create an interesting Mother’s Day themed window to attract the consumer.
  2. Partner with a local card shop or stationary store to have Mother’s Day cards on hand for one-stop shopping.
  3. Target men with promotional messages in advertising. According to the NRF, men spent 30% more on their mothers than women did.
  4. Have paper and crayons on hand for the little ones to create their own card for Mom, while Dad picks out the perfect gift.
  5. Be sure to update your website and all social media to reflect your store’s Mother’s Day theme.
  6. Provide free gift-wrapping and let the kids pick out the ribbon of their choice.
  7. Curate a case of “Mother’s Day Must-Haves” with pieces of silver jewelry between $100-$500, the price point “sweet spot” according to the Silver Promotion Service’s 2017 Retailer Survey.
  8. If Dad is not sure what to buy, suggest a gift-wrapped gift card or assure him of easy exchanges. Gift card holders tend to spend 30-50% more than the gift card value.
  9. Stock up on the silver styles (like the pieces in the above gallery) for guaranteed sales.
  10. Act now! Mother’s Day is May 13.

Unlike flowers and dinner, jewelry lasts and can be worn for years to come. Silver jewelry is especially desirable, as designs are available to fit every mother’s style and everyone’s budget. From classics by Alex Woo to contemporary looks by Martha Seely, silver options are limitless. Plus, silver continues to deliver the highest maintained margin for the 9th consecutive year in a row, according to the 2017 Retailer Survey conducted in February 2018 by the Silver Promotion Service.

*The National Retail Federation’s annual Mother’s Day survey was conducted in April of 2017, by Prosper Insights & Analytics and 7,406 consumers participated in the survey.

This article is sponsored by Silver Institute/ Silver Promotion Service and written by Gloria Maccaroni Director of Brand Development. SPS, launched in 2008, develops and implements programs designed to enhance the image of and stimulate demand for silver jewelry in major markets. Brands and designers are selected to participate in the program and can request more information by writing to This email address is being protected from spambots. You need JavaScript enabled to view it.. Retailers are encouraged to visit to find jewelry collections to grow their silver jewelry sales. More information on the 2017 Retailer Survey is aviable by writing to This email address is being protected from spambots. You need JavaScript enabled to view it..
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