ColumnistsJan 24, 2023
On Data: Here’s How Independent Jewelers Did in 2022 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.
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 …
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.
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.
More on Surveys
The Latest
MajorsDec 19, 2025
MadaLuxe Group Acquires Ippolita The luxury goods company said founder Ippolita Rostagno will remain at the brand’s helm.
MajorsDec 19, 2025
LVMH Names New Bulgari CEOLaura Burdese, who joined the Italian luxury brand in 2022, will take on the role in July.
EditorsDec 19, 2025
2025 Jewelry Superlatives: A Yearbook-Style Year in Review The National Jeweler editors revisit the most noteworthy industry happenings and design trends from 2025.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
AuctionsDec 19, 2025
Jean Schlumberger’s ‘African Cat’ Is Purr-Fection Need a gift for the cat lover who has everything? Look no further than our latest Piece of the Week.
Weekly QuizDec 18, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsDec 18, 2025
Audemars Piguet Reclaims Historic Pocket Watch at AuctionIt purchased the “Grosse Pièce,” an ultra-complicated Audemars Piguet pocket watch from the ‘20s, for a record-breaking price at Sotheby’s.
Lab-GrownDec 18, 2025
Kira Jewels Debuts Custom Lab-Grown Diamond Jewelry ServiceThe lab-grown diamond grower now offers custom engagement and fashion jewelry through its Kira Custom Lab Jewelry service.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
EditorsDec 18, 2025
Terry Chandler Looks Back on 40 Years of Opportunity, Change, and FriendsChandler got his start at Michelson Jewelers and has served as DCA president and CEO since 2001. He will retire at the end of the month.
WatchesDec 18, 2025
Bob’s Watches to Open Store in New York’s JFK AirportThe boutique is slated to open this week inside Terminal 8, offering pre-owned Rolex watches and more to international travelers.
Supplier BulletinDec 18, 2025
Cell Jammers Are Targeting Your Business. Here's How to Beat ThemSponsored by Digital Monitoring Products
CrimeDec 17, 2025
Man Pleads Not Guilty to Swallowing Fabergé PendantThe special-edition egg pendant ingested in a New Zealand jewelry store was recovered after a six-day wait.
EditorsDec 17, 2025
2025 Jewelry Rewind: The Best Piece of the Week PicksAssociate Editor Natalie Francisco plays favorites with Piece of the Week, selecting a standout piece of jewelry from each month of 2025.
CollectionsDec 17, 2025
Lucy Hale Stars in Jacquie Aiche’s Holiday CampaignThe “Love and Desire” campaign is inspired by the magic that follows when one’s heart leads the way, said the brand.
GradingDec 17, 2025
SSEF Announces 2025 Scholarship WinnersTwo awardees will receive free tuition for an educational course at the Swiss lab, with flights and lodging included.
MajorsDec 16, 2025
Pandora’s New CEO Will Step Up EarlyBerta de Pablos-Barbier will replace Alexander Lacik at the start of January, two months earlier than expected.
AuctionsDec 16, 2025
Suzanne Belperron, JAR Shine in Sotheby’s First Auctions at New HQSotheby’s held its first two jewelry sales at the Breuer building last week, and they totaled nearly $44 million.
Events & AwardsDec 16, 2025
TJS Now Accepting Scholarship Applications for 2026Winners will receive free registration and lodging for its fourth annual event in Detroit.
ColumnistsDec 16, 2025
Beyond Unboxing: Creative Reveals to Drive Reach and EngagementHere are six ideas for making more engaging content for Instagram Reels and TikTok, courtesy of Duvall O’Steen and Jen Cullen Williams.
Events & AwardsDec 16, 2025
Diamonds Do Good Names 2026 Award RecipientsThe honorees include a notable jewelry brand, an industry veteran, and an independent retailer.
CrimeDec 15, 2025
Men Receive Life Sentences in Home Invasion Murder of Jeweler Carlos Jose Hernandez and Joshua Zuazo were sentenced to life without the possibility of parole in the 2024 murder of Hussein “Sam” Murray.
Policies & IssuesDec 15, 2025
Sara Yood Named Co-Chair of RJC Standards CommitteeYood will serve alongside Eduard Stefanescu, the sustainability manager for C.Hafner, a precious metals refiner in Germany.
IndependentsDec 15, 2025
M.S. Rau to Open Store in AspenThe New Orleans jeweler is also hosting pop-up jewelry boutiques in New York City and Dallas.
AuctionsDec 12, 2025
13.54-Carat Paraíba Tourmaline Sets Records at Christie’sSet in a Tiffany & Co. necklace, it sold for $4.2 million, the highest price and price per carat paid for a Paraíba tourmaline at auction.
MajorsDec 12, 2025
David Webb Reveals Ice-Cold Holiday Window DisplayThe jeweler’s “Deep Freeze” display showcases its iconic jewelry designs frozen in a vintage icebox.
CollectionsDec 12, 2025
Piece of the Week: Oscar Heyman’s Sphene RingTake luxury gifting to new heights this holiday season with the jeweler’s showstopping 12-carat sphene ring.
Events & AwardsDec 12, 2025
IGI Jewelry Design Contest Now Accepting SubmissionsThis year's theme is “Unveiling the Depths of the Ocean.”
