CollectionsJan 25, 2024
Alison Lou, Barilla Debut ‘Ring-a-toni’ Pasta RingsSurveysJan 31, 2024
Here’s What the NRF Is Saying About Valentine’s Day
The organization shared its predictions on how much consumers will be spending and on whom.
An 18-karat yellow gold and enamel ruby heart ring by Sig Ward (price upon request). Shoppers are expected to spend $6.4 billion on jewelry this Valentine’s Day, according to the annual survey by the National Retail Federation and Prosper Insights and Analytics.
Washington—Retailers will feel the love this Valentine’s Day, at least according to the National Retail Federation.
Spending for the holiday is expected to reach $25.8 billion, the results of the annual survey by NRF and Prosper Insights and Analytics shows.
The projected total is higher than last year’s forecast of $23.9 billion and marks the third-highest total in the survey’s history, not adjusted for inflation.
“Last year, consumers used Valentine’s Day to celebrate all the special relationships in their lives—from pets to friends and co-workers—and their spending reflected that,” NRF said.
“This year, while consumers still value the non-romantic relationships in their lives, they are prioritizing gifts for significant others.”
Shoppers plan to spend a record $14.2 billion on their significant others.
“Retailers are ready to help customers this Valentine’s Day with meaningful and memorable gifts,” said NRF President and CEO Matthew Shay. “With consumers prioritizing their spouse or significant other this year, retailers expect to see a shift in spending for certain gifting categories.”
The top gift cited by survey-takers was candy (57 percent), followed by greeting cards (40 percent), flowers (39 percent), an evening out (32 percent), and jewelry (22 percent.)
Clothing (21 percent) and gift cards (19 percent) round out the list.
New spending records are expected for a few categories, with spending on jewelry forecast to reach $6.4 billion, up from the expected $6.2 billion last year.
The NRF includes all jewelry sales, from fine to fashion jewelry, in its calculations, as per a spokesperson.
“While shoppers may be spending the most on jewelry, overall, the most popular gifts are the classics—candy and greeting cards,” said Prosper Insights & Analytics Executive Vice President of Strategy Phil Rist.
“We’re also seeing continued interest in gifts of experience, with about one-third of consumers planning to give a gift of experience this year.”
Spending on an evening out is predicted to reach a record $4.9 billion, followed by clothing ($3 billion) and flowers ($2.6 billion).
Related stories will be right here …
Spending for the holiday is expected to reach $25.8 billion, the results of the annual survey by NRF and Prosper Insights and Analytics shows.
The projected total is higher than last year’s forecast of $23.9 billion and marks the third-highest total in the survey’s history, not adjusted for inflation.
“Last year, consumers used Valentine’s Day to celebrate all the special relationships in their lives—from pets to friends and co-workers—and their spending reflected that,” NRF said.
“This year, while consumers still value the non-romantic relationships in their lives, they are prioritizing gifts for significant others.”
Shoppers plan to spend a record $14.2 billion on their significant others.
“Retailers are ready to help customers this Valentine’s Day with meaningful and memorable gifts,” said NRF President and CEO Matthew Shay. “With consumers prioritizing their spouse or significant other this year, retailers expect to see a shift in spending for certain gifting categories.”
The top gift cited by survey-takers was candy (57 percent), followed by greeting cards (40 percent), flowers (39 percent), an evening out (32 percent), and jewelry (22 percent.)
Clothing (21 percent) and gift cards (19 percent) round out the list.
New spending records are expected for a few categories, with spending on jewelry forecast to reach $6.4 billion, up from the expected $6.2 billion last year.
The NRF includes all jewelry sales, from fine to fashion jewelry, in its calculations, as per a spokesperson.
“While shoppers may be spending the most on jewelry, overall, the most popular gifts are the classics—candy and greeting cards,” said Prosper Insights & Analytics Executive Vice President of Strategy Phil Rist.
“We’re also seeing continued interest in gifts of experience, with about one-third of consumers planning to give a gift of experience this year.”
Spending on an evening out is predicted to reach a record $4.9 billion, followed by clothing ($3 billion) and flowers ($2.6 billion).
More than half of consumers (53 percent) plan to celebrate Valentine’s Day, compared with 52 percent last year.
Of those celebrating, 62 percent are consumers ages 25 to 34, more than any other age group.
For those not officially celebrating, 29 percent still plan to mark the day in some fashion, said NRF, opting to treat themselves to a gift or plan something with single friends or family members.
Consumers are expected to spend $185.81 each on average, nearly $8 more than the average Valentine’s Day spending over the last five years, said NRF.
The most popular place to shop for Valentine’s Day gifts is online (40 percent), up from 35 percent last year, followed by department stores (33 percent), discount stores (31 percent), and florists (17 percent).
The survey, conducted Jan. 2-8, asked 8,329 adult consumers about their Valentine’s Day shopping plans.
More on Surveys
The Latest
IndependentsJun 25, 2025
Marissa Collections Opens in Nantucket as Legal Fight ContinuesThe Vault’s Katherine Jetter is accusing the retailer of using info she shared for a potential partnership to move into Nantucket.
CrimeJun 25, 2025
Customs Nabs Another Big Shipment of Fake Cartier, Van Cleef JewelryAgents seized 2,193 pieces, a mix of counterfeit Cartier “Love” and “Juste Un Clou” bracelets, and Van Cleef & Arpels’ “Alhambra” design.
CollectionsJun 25, 2025
Splash into Karina Choudhrie’s Collection of Underwater Circus PerformersThe designer brought her children’s book, “The Big Splash Circus,” to life through a collection of playful fine jewelry characters.
Brought to you by
Investing in the Next Generation of Bench JewelersThe Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.
Events & AwardsJun 25, 2025
JA Announces Impact Initiative Fund RecipientsThe trade association has chosen the recipients of the funding initiative it formed to foster the growth and sustainability of the industry.
Weekly QuizJun 20, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingJun 25, 2025
2025 AGTA Spectrum Awards Open for EntriesThe organization has also announced this year’s slate of judges.
EditorsJun 24, 2025
The Best New Jewelry from Couture 2025, Part 2Associate Editor Natalie Francisco shares 20 additional pieces that stood out to her at the Couture show.
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.
IndependentsJun 24, 2025
Colorado Bench Jeweler Celebrates 50 Years With Local RetailerLori Tucker started at Williams Jewelers when she was 18 years old.
WatchesJun 24, 2025
Citizen’s New ‘Fantastic Four’ Watch Is Literally Super The “Marvel | Citizen Zenshin” watch is crafted in Super Titanium and has subtle nods to all four “Fantastic Four” superheroes on the dial.
MajorsJun 24, 2025
Tacori, QVC to Launch Exclusive Lab-Grown Diamond Jewelry CollectionThe “XO Tacori” collection was designed to blend luxury and accessible pricing.
GradingJun 23, 2025
GIA Names New President and CEO Pritesh Patel, the lab’s chief operating officer, will take over as president and CEO of GIA.
Recorded WebinarsJun 23, 2025
Watch: Top Trends at Couture, JCK Las Vegas 2025National Jeweler and Jewelers of America discuss the standout jewelry trends and biggest news to emerge from the shows this year.
SourcingJun 23, 2025
Diamond Producers, Organizations to Kick in Money to Promote Natural DiamondsSignatories to the “Luanda Accord” committed to allocating 1 percent of annual diamond revenue to the Natural Diamond Council.
Events & AwardsJun 23, 2025
Jose Hess Design Awards Celebrate 6 Jewelry DesignersThe winning designs captured the “Radiance” theme.
Events & AwardsJun 23, 2025
Gem Awards Now Accepting Nominations for 2026Nominations in the categories of Jewelry Design, Media Excellence, and Retail Innovation will be accepted through July 30.
TrendsJun 20, 2025
Dua Lipa Stays On-Trend With Chunky Engagement RingThe singer’s ring ticks off many bridal trends, with a thick band, half-bezel setting, and solitaire diamond.
TrendsJun 20, 2025
Piece of the Week: Yvonne Léon’s ‘Python Gold’ BraceletThe bracelet references vintage high jewelry and snake symbolism as a playful piece where a python’s head becomes a working belt buckle.
CrimeJun 18, 2025
7 Men Indicted in $100M Brinks Jewelry HeistThe heist happened in Lebec, California, in 2022 when a Brinks truck was transporting goods from one show in California to another.
AuctionsJun 18, 2025
Historic ‘Marie-Thérèse Pink’ Diamond Fetches $14M at Christie’sThe 10-carat fancy purple-pink diamond with potential links to Marie Antoinette headlined the white-glove jewelry auction this week.
EditorsJun 18, 2025
Q&A: Caryl Capeci Dives Into Cruise Jewelry ShoppingThe Starboard Cruises SVP discusses who is shopping for jewelry on ships, how much they’re spending, and why brands should get on board.
AuctionsJun 18, 2025
16th-Century ‘Gresham Grasshopper’ Ring Sells for $56KThe historic signet ring exceeded its estimate at Noonans Mayfair’s jewelry auction this week.
CollectionsJun 18, 2025
Kirk Kara Celebrates 135 Years With New JewelsTo mark the milestone, the brand is introducing new non-bridal fine jewelry designs for the first time in two decades.
SourcingJun 18, 2025
Gemfields Sells 36-Carat Rough RubyThe gemstone is the third most valuable ruby to come out of the Montepuez mine, Gemfields said.
TechnologyJun 18, 2025
Alex Brown Named President of Smithee GroupFounder and longtime CEO Ben Smithee will stay with the agency, transitioning into the role of founding partner and strategic advisor.
EditorsJun 17, 2025
The Best New Jewelry from Couture 2025, Part 1Associate Editor Natalie Francisco shares 20 of her favorite pieces from the jewelry collections that debuted at Couture.
ColumnistsJun 17, 2025
Peter Smith: Is Your Comp Plan a Hiring Hindrance?If you want to attract good salespeople and generate a stream of “sleeping money” for your jewelry store, then you are going to have to pay.
