Surveys

Consumers Embracing Non-Traditional Ways to Mark Valentine’s Day

SurveysJan 30, 2023

Consumers Embracing Non-Traditional Ways to Mark Valentine’s Day

The NRF’s annual survey shows that consumer attitudes about how, or even whether, to celebrate Feb. 14 continue to evolve.

2023_Valentines Day.png
For its annual Valentine’s Day survey, the National Retail Federation polled more than 7,000 consumers, asking them how much they plan to spend and where they will shop for gifts and other Valentine’s Day-related items.
Washington, D.C.—The National Retail Federation has released its annual Valentine’s Day survey, which gives insight into what U.S. consumers plan to do and give this Feb. 14, and how much they plan to spend.

NRF conducted the survey between Jan. 3-11, polling 7,616 U.S. adult consumers. 

Jewelry was the sixth most popular gift to give mentioned by survey-takers, behind the Valentine’s Day standards of candy (57 percent), greeting cards (40 percent), flowers (37 percent), an evening out (32 percent), and a gift of experience, meaning concert tickets, a spa day, skydiving, etc. (32 percent).

Twenty-one percent of consumers polled said they plan to give jewelry as a gift, with total spending potentially topping $5.5 billion.

Jewelry topped both gift cards (20 percent) and clothing (19 percent) as Valentine’s Day gifts this year.

The NRF’s survey also showed consumer attitudes about whether to celebrate Valentine’s Day, as well as how and with whom, continue to evolve in lockstep with attitudes about traditional romantic relationships.

The percentage of survey-takers who said they plan to celebrate Feb. 14 continues to hover around 50 percent (52 percent this year, down slightly from 53 percent last year), as it has for the past decade.

The last time the percentage of Valentine’s Day devotees topped 50 percent was 2013, when it stood at 60 percent. 

However, a not-insignificant percentage of respondents said they plan to observe the day in a less traditional manner. 

 Related stories will be right here … 

According to the NRF, 28 percent of the survey-takers who said they don’t plan to officially celebrate Valentine’s Day will still mark the day in some way, by seeking out non-Valentine’s Day gifts, treating themselves to something special, or planning a get-together or evening out with single friends and/or family members.

Meanwhile, those formally celebrating Feb. 14 plan to spend more money on people (or animals) who aren’t their significant others this year. 

The average amount consumers plan to spend this Valentine’s Day is $192.80, up about $17 when compared with last year ($175.41). 

While the average planned spending on gifts for significant others and family members held steady around $130, the amount people plan to spend on pets, friends, coworkers and their children’s teachers and/or classmates rose to $52.65 from $38.36 last year. 

Some other points of note from the NRF’s Valentine’s Day survey: 
-- Consumers ages 35 to 44 plan to spend the most of any age group, an average of $335.71 for gifts and other Valentine’s Day items;
-- The top shopping destination for Valentine’s Day gifts is online (35 percent), followed by department stores (34 percent), discount stores (31 percent) and specialty stores (18 percent);
-- More than half of consumers surveyed this year said they plan to take advantage of any sales or promotions; and 
-- The percentage of consumers planning to give a gift of experience (32 percent) is up from 26 percent last year and 24 percent in 2021—when the pandemic hampered people’s ability to get out—and the highest since the NRF started asking about experiences-as-gifts in 2017.  

The Latest

Graphic for What Do We Mean When We Say “Recycled” Gold webinar
Recorded WebinarsMar 31, 2025
Watch: What Do We Mean When We Say ‘Recycled’ Gold?

Three industry experts dive into the complexities of the material often marketed as an “ethical” alternative for metal in jewelry.

Mindi Mond Clarity Earrings
TrendsMar 31, 2025
Amanda’s Style File: Dripping in Diamonds

Diamonds are not only one of the most prominent gemstones, but the birthstone for those born in April.

Lashbrook ring
MajorsMar 31, 2025
Lashbrook Expands Into Luxury Golf Gifts With Acquisition

The Utah-based company known for making wedding bands has acquired Doubloon Golf.

bench jeweler 1872x1052.png
Brought to you by
The Heart of the Industry: Giving Bench Jewelers the Recognition They Deserve

Bench jewelers spend years honing their skills, Jewelers of America’s Certification validates their talents.

Bulgari and LVMH Watches CEO Jean-Christophe Babin
WatchesMar 31, 2025
Bulgari CEO Jean-Christophe Babin Will Also Head LVMH Watches

The longtime luxury executive led one of LVMH’s watch brands, TAG Heuer, for 12 years before taking over Bulgari in 2013.

Weekly QuizMar 27, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Surveillance footage of robbery
CrimeMar 28, 2025
2 Suspects Arrested in $1.7M Smash-and-Grab Robbery of NY Jewelry Store

Authorities said the robbers fled with jewelry and 70 Rolex watches, later taking pictures of themselves posing with big stacks of cash.

Nephrite and Jadeite by Heinrich Fischer, Richard W. Hughes
SourcingMar 28, 2025
19th-Century Jade Book Now Available in English

Lotus Gemology founder Richard W. Hughes has translated Heinrich Fischer’s 1880 book “Nephrit und Jadeit” from its original German.

Facets-of-Fire-Difference-You-Can-See.jpg
Brought to you by
Natural Diamonds Should Mean More

Natural diamonds mean more than lab-grown, but when every cut is ideal, they all look the same. Customers want more—Facets of Fire delivers.

LÖF The Valentine Ring
CollectionsMar 28, 2025
Piece of the Week: Löf’s ‘The Valentine’ Ring

The ring's design features contrasting lines influenced by work from architecture-inspired photographer Nikola Olic.

Richard Rainsford memorial ring
AuctionsMar 27, 2025
300-Year-Old Ring Linked to Witch Trial Judge Goes Unsold at Auction

However, two medieval jewels surpassed estimates at Noonans Mayfair’s recent jewelry auction in London.

Austin Butler
WatchesMar 27, 2025
Austin Butler Joins Breitling as Brand Ambassador

The Oscar-nominated actor debuted in the campaign for the new “Top Time B31” collection, which introduced Breitling’s Caliber B31.

ICA Congress Brazil 2025
SourcingMar 27, 2025
Susan Jacques, Gaetano Cavalieri to Headline 2025 ICA Congress

The Congress is scheduled to take place May 19-22 in Brasilia, Brazil.

Bailey’s Fine Jewelry storefront
IndependentsMar 26, 2025
Bailey’s Fine Jewelry Acquires Fellow NC Independent Jeweler

The family-owned retailer is the new owner of Morrison Smith Jewelers in Charlotte, North Carolina.

Bulova 150 Art Deco Miss America Watch, 150 Art Deco Pocket Watch
WatchesMar 26, 2025
Bulova Celebrates 150th Anniversary With Art Deco Watches

The “150 Art Deco” collection features a Miss America timepiece and a pocket watch from the brand’s Archive Series.

Alex Wellen
MajorsMar 26, 2025
QVC Group Appoints New President

Alex Wellen, formerly CEO and president of MotorTrend Group, has taken on the role.

Jewelers of America’s new logo
Events & AwardsMar 26, 2025
Jewelers of America Announces New Funding Initiative

The Impact Initiative is part of the nonprofit association’s new three-year strategic plan.

Christies regent kashmir sapphire and regal Burmese ruby
AuctionsMar 25, 2025
Christie’s To Auction 35-Carat Sapphire, 13-Carat Ruby

The ruby and the sapphire, which Christie’s calls a “once-in-a-generation masterpiece,” are part of the upcoming Hong Kong jewelry auction.

Diamond earrings held in gloved hand
CrimeMar 25, 2025
Tiffany & Co. Earrings Swallowed Following Grab-and-Run Theft Recovered

The two pairs of earrings, snatched from a Tiffany & Co. store in Orlando, Florida, are valued at a combined $769,500.

Emmanuel Raheb CEO of Smart Age Solutions
ColumnistsMar 25, 2025
The Smart Lab: Using Short-Form Videos to Sell More Jewelry

The time to start experimenting with video content is now, writes columnist Emmanuel Raheb.

Pomellato Nudo High Jewelry Campaign
CollectionsMar 24, 2025
Pomellato’s Latest ‘Nudo’ Collections Revamp its Classic Design

From striking high jewelry to miniature fine jewelry, the new chapter continues to highlight gemstones featuring its signature 57-facet cut.

Jamie Singleton, Bill Brace, Rebecca Wooters, Bill Luth
MajorsMar 24, 2025
4 Top Executives to Depart Signet Jewelers Amid Turnaround

The jewelry giant is reducing its senior leadership by 30 percent as part of its new turnaround strategy.

Sothebys Watchcheck
WatchesMar 24, 2025
Sotheby's Now Offers Watch Repair Services

The auction house's partnership with online watch servicing platform WatchCheck makes repairs convenient and accessible, it said.

Swarovski lab-grown diamond Galaxy earrings
FinancialsMar 21, 2025
Swarovski Says Its Lab-Grown Diamond Sales Doubled in 2024

The company also noted record sales in the United States and a strong performance in its jewelry category.

Branko Gems
SourcingMar 21, 2025
BrankoGems To Hold Conference in Montana

The event, set for June 13-15, will feature educational presentations and guided visits to the state’s sapphire mines.

Til Death Ring by Marrow Fine
TrendsMar 21, 2025
Piece of the Week: Marrow Fine’s ‘Til Death’ Ring

After the black enamel band became a best-seller for the brand, it has now launched an enamel ring personalization program.

Korman Fine Jewelry Austin store
IndependentsMar 20, 2025
Korman Fine Jewelry’s New Store Is Double the Size

The Austin, Texas, jeweler’s new 11,000-square-foot store is set to open this summer.

JCK Rocks 2025
Events & AwardsMar 20, 2025
JCK Rocks to Feature Snoop Dogg, Jason Derulo

The rapper and singer-songwriter will perform at Tao Beach on June 8.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy