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
EditorsMar 30, 2026
Tom Moses Looks Back on His Decades at GIA Moses, who will leave the lab in May after nearly 50 years, discusses his start in the business, gemstones that stand out, and what’s next.
TrendsMar 30, 2026
Oscar Heyman Debuts First Spring CatalogThe new catalog, which showcases 35 one-of-a-kind pieces of jewelry, is a compliment to the company’s popular holiday catalog.
SourcingMar 30, 2026
Rio Tinto Hauls Last Load from DiavikProduction has ceased at the Canadian diamond mine, which has yielded more than 150 million carats of rough diamonds in its 23-year run.
Brought to you by
Protect Your Customers and Your BusinessYou deserve to know what you are selling–to protect your customers as well as your business and your reputation.
MajorsMar 30, 2026
Tanishq Opens First New England LocationThe store opening marks the 10th United States location for the India-based jewelry retailer.
Weekly QuizMar 26, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsMar 27, 2026
Saks Global Has Changed Its Mind About Closing These 3 StoresTwo Saks Fifth Avenue locations, one in Florida and one in California, and one Neiman Marcus store are off the chopping block.
IndependentsMar 27, 2026
Jimmy West, Longtime LJG Executive Director, Dies at 72West, who started in the art department at the Leading Jewelers Guild in 1979, is remembered for his patience, kindness, and dedication.
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
CollectionsMar 27, 2026
Itä’s ‘Yarí Whirl’ Ring Tells Every Side of the StoryIn the “Tesoro” version of the ring, our Piece of the Week, each side of the gold hexagonal nugget has a unique colored gemstone design.
WatchesMar 26, 2026
Q&A: Citizen Watch America President Jeffrey Cohen on Eco-Drive’s 50th AnniversaryCohen discusses the evolution of Citizen’s light-powered technology, the brand’s cross-generational appeal, and tariffs.
IndependentsMar 26, 2026
Peter Smith Pens Book on Human Behavior in Sales“Essentially Human: On Sales and Salespeople" reveals the underlying human traits and behaviors of the most successful sales professionals.
CollectionsMar 26, 2026
Lionheart Celebrates 13 Years of ‘Cassandane’The collection features symbols of love, luck, and light, based on the story of Queen Cassandane and Cyrus the Great of Persia.
Events & AwardsMar 26, 2026
NAJA, Instappraise Introduce New ScholarshipIt’s the third scholarship to be launched as part of the partnership to help appraisers advance their professional credentials.
Events & AwardsMar 26, 2026
JA Still Accepting Entries for 2026 CASE AwardsThe deadline for entries in the jewelry design competition has been extended to April 3.
SourcingMar 25, 2026
Rob Bates Steps Down as JCK News Director After 28 years with JCK, the veteran industry journalist is launching his own publication on Substack called The Jewelry Wire.
GradingMar 25, 2026
New York’s Natural History Museum, Wiley To Build Minerals DatabaseWiley said the project will give scientists worldwide access to the American Museum of Natural’s History renowned mineral collection.
CollectionsMar 25, 2026
Boochier Turns Flower Friendship Bracelets Into Fine JewelryThe “Flower Puff” collection looks to beaded flower friendship bracelets from childhood, turning the silhouette into nostalgic fine jewelry.
Policies & IssuesMar 25, 2026
Community for Ethical Jewelry to Host Bench Jeweler Shortage WebinarSet for April 2, the webinar will discuss how the jewelry industry can address the workforce gap.
IndependentsMar 24, 2026
Lisa Bayer, Illustrator and Beloved Member of the Muse Family, Dies at 64Bayer, founder of Lisa Bayer Designs, is remembered as “a bright light in every room.”
AuctionsMar 24, 2026
White Diamonds Shine In Christie's Jewels Online SaleThe highest-grossing lot was a Tiffany & Co. ring set with a flawless, emerald-cut diamond of 10 carats.
SourcingMar 24, 2026
AGTA Solidifies Tucson Dates For 2027-2029The next three editions of AGTA GemFair Tucson will feature a five-day show that includes Sunday.
WatchesMar 24, 2026
Christie’s Names New Senior Specialist, WatchesFormer Sotheby’s executive Tom Heap has taken on the London-based role.
CrimeMar 23, 2026
NYPD Looking for 3 Jewelry Store Robbery SuspectsThe group of women allegedly robbed two Catbird stores and one Gorjana location on the afternoon of March 9.
FinancialsMar 23, 2026
Movado’s Q4 Sales Rise As Demand Grows From Younger Shoppers, WomenMovado CEO Efraim Grinberg noted continued strength in the fashion watch and accessible luxury segments in the U.S.
TrendsMar 23, 2026
Marco Bicego’s New Campaign Showcases ‘The Art of Craft’After celebrating 25 years in 2025, the campaign marks a new chapter for the jewelry brand with the message that “Identity Creates Value.”
Events & AwardsMar 23, 2026
These Watch Brands Are Heading to Couture This YearCouture and Time to Watches announced the watch brands, from big names to independents, attendees will see at the show.
FinancialsMar 20, 2026
Macy’s Turnaround Plans Shows Promise, Boosted by Bloomingdale’sPlus, why Saks Global’s bankruptcy may have given Bloomingdale’s an edge.
