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.
Editors' Picks
Sponsored by
More on Surveys
The Latest
Policies & IssuesSep 17, 2026
Tariffs on India Could Increase as Russian Sanctions Bill Heads to Trump’s DeskThe bill has a provision that allows the president to raise tariffs on countries that import Russian oil and gas to as much as 100 percent.
Events & AwardsSep 17, 2026
This Is the Winner of the 2026 Robert M. Shipley AwardThe American Gem Society presented the annual award to a former president of its board.
CollectionsSep 17, 2026
Cynthia Erivo, Zoë Chicco’s Jewelry Collab Is an Ode to TransformationThe “Chrysalis” capsule centers butterfly motifs representing growth, transformation, and the unfolding of who you are.
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionExperience gemstones with greater precision and comfort than ever before.
Events & AwardsSep 17, 2026
Louisiana Retailer Kevin Patton Wins Lifetime Achievement AwardJewelers of Louisiana presented Patton, the third-generation president of Pattons Fine Jewelry, with the award at its annual convention.
Weekly QuizSep 17, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
PodcastsSep 16, 2026
Episode 9: Remembering Cindy EdelsteinTwo special guests join the podcast to commemorate the 10th anniversary of the designer advocate, mentor, and author’s untimely passing.
CollectionsSep 16, 2026
Jessica McCormack, L’Objet Collab on Homewares CollectionMcCormack brings sea-inspired motifs from her “Beaches” collection to L’Objet’s tableware, vanity pieces, and first-ever cutlery set.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
CrimeSep 16, 2026
JSA Issues Warning to NJ Jewelers After Rash of Smash and GrabsNine New Jersey jewelers have been victims of smash-and-grab robberies this year, prompting JSA to circulate a list of recommendations.
IndependentsSep 16, 2026
Bromberg & Co. Names New PresidentMarlin “Brian” Hood, who has been with the store for 20 years, will succeed Ricky Bromberg, who died earlier this month.
MajorsSep 16, 2026
Midas Chain Releases ‘House of Midas’ Bridal CatalogThe new bridal catalog features the latest jewelry collections and designs from timeless classics to modern silhouettes.
EditorsSep 15, 2026
2026 Emmys Jewelry: An Either/Or Proposition Stars wore either a necklace or earrings at 78th Primetime Emmy Awards but rarely both, Natalie Francisco notes.
ColumnistsSep 15, 2026
The Levels Your Website Must Clear Before AI Recommends YouJennifer Shaheen compares this new era of AI-powered SEO to a video game: your website must clear one level before advancing to the next.
IndependentsSep 15, 2026
Armadani Launches Retail Support Program for Holiday SeasonThe program highlights “Made in Italy” fine jewelry with digital merchandising, sales education, and local marketing support.
EditorsSep 15, 2026
Q&A: Signet Jewelers’ Joan Hilson on Diamond Demand, the HolidaysHilson, Signet’s chief operating and financial officer, discussed Q2, resurgent natural diamond demand, and why Blue Nile is a standout.
ColumnistsSep 14, 2026
Sherry Smith: Stop Waiting for December to Save Your ChristmasThe stores that have a great December are the ones that made good decisions in August, September, and October, Sherry Smith writes.
AuctionsSep 14, 2026
22 Carats of ‘Sunshine’ Are Up for AuctionThe 22.09-carat fancy yellow “Pragnell Kimberley Sunshine Diamond” is part of the fall jewelry sale at Heritage Auctions.
IndependentsSep 14, 2026
Greenwich St. Jewelers to Unveil Photography Exhibition“Adornos: Jewelry, Memory & What We Pass Down” honors the jewelry’s importance to New York City’s Latine communities.
SourcingSep 14, 2026
Gemfields Sells All Lots at First Emerald Auction in 9 MonthsThe company’s managing director of sales said the results demonstrate “continued strong demand for commercial-quality emeralds.”
SourcingSep 14, 2026
Diamonds Do Good Pledges Support for Eye Care ProgramThe nonprofit awarded a grant to the Gift of Sight initiative spearheaded by South African musician Black Coffee.
CollectionsSep 11, 2026
A Sapphire ‘Stardust’ Ring From Greenwich St. Jewelers The Latine-owned New York jeweler is marking two milestones this year: its 50th anniversary and the 25th anniversary of the 9/11 attacks.
MajorsSep 11, 2026
The Wishing Place by JTV OpensThe jewelry retail broadcast network has sponsored a new space for Make-A-Wish East Tennessee on its campus in Knoxville.
Events & AwardsSep 11, 2026
The Edge Awards Scholarships to 2 Young Jewelry ProfessionalsThe recipients were recognized at the 24 Karat Club of the Southeastern United States’ annual banquet.
MajorsSep 10, 2026
Lagos Founder Steven Lagos Steps Down as CEO Keith Rolfe, CFO and COO of Lagos, is now at the jewelry brand’s helm while Steven takes on the role of executive chairman.
CrimeSep 10, 2026
FBI Offers $50K Reward for ‘Most Wanted’ Fugitive in $1M Jewelry HeistAlberto Perez-Elias is one of four men charged in the armed robbery of a Cape Coral, Florida, jewelry store and remains at large.
AuctionsSep 10, 2026
Massive Matched Pair of Paraíba Tourmalines Head to Sotheby’sThe “Kat Florence Luminas” will be offered together as one lot and could fetch up to $637,000.
SourcingSep 10, 2026
AGTA Announces 4 Newly Elected DirectorsFour directors were elected to the AGTA board and will serve three-year terms beginning in February.
