Shoppers in the UK are prioritising meaningful, high-quality jewellery gifts for Mother’s Day, with new data from leading jeweller William May showing that average spending has reached a four-year peak despite ongoing cost-of-living pressures.
The analysis, based on internal sales data from 2022–2025, highlights Mother’s Day as a consistently strong occasion for jewellery purchases. Consumers continue to invest in lasting pieces with emotional significance. Average order values for Mother’s Day jewellery were £134.47 in 2022, £155.44 in 2023, £127.25 in 2024, and £165.02 in 2025. The 2025 figure represents the highest average order value across this period. By comparison, Father’s Day orders were generally lower, while Valentine’s Day showed greater variability, including a 26% drop in 2024 followed by a spike in 2025.
Nick Withington, CEO of William May, said: “Mother’s Day is one of the most sentimental gift-giving occasions of the year, and that emotional weight is clearly reflected in how people choose to spend. In 2025, we recorded the highest average order value over four years, showing that shoppers are deliberately choosing high-quality, longer-lasting pieces. Even through ongoing cost-of-living pressures, Mother’s Day remains an occasion where shoppers are willing to invest in something meaningful rather than compromise on value.”
In 2025, shoppers favoured versatile and timeless pieces. Necklaces and rings together accounted for over half of all Mother’s Day jewellery sales, each representing 28% of purchases. Bracelets followed at 18%, earrings at 16%, pendants at 4%, charms and bangles each at 2%, while brooches and watches saw negligible demand. Everyday wearable items like bracelets and earrings performed strongly, while more specialised pieces such as brooches and charms experienced limited popularity.
Traditional metals dominated purchases in 2025, with yellow gold representing 57% of sales, silver at 31%, white gold at 7%, combined yellow and white gold at 2%, and platinum and rose gold each at 1%, while palladium recorded no sales. Nick Withington explained the enduring appeal of these choices: “Shoppers overwhelmingly choose classic metals when buying jewellery for their mums. Yellow gold is timeless and warm, perfect for simple, treasured pieces like rings and necklaces. White gold offers a modern, versatile look, ideal with diamonds or coloured gemstones. Silver is practical and suitable for everyday wear or layering.”
William May’s data, based on real transactions rather than surveys, reflects broader UK gifting behaviour. Despite tight economic conditions, the sustained or increased investment in jewellery suggests consumers view these gifts as worthwhile indulgences that offer long-term value and sentiment. This trend reinforces Mother’s Day as a key moment for expressing appreciation through enduring, high-quality jewellery.