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.

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.
The Latest

The suspect allegedly stole almost $800,000 worth of diamond jewelry from a store in Orlando and then swallowed it during a traffic stop.

Ahead of the Gem Awards on Friday, Jen Cullen Williams and Duvall O’Steen share pro tips for taking the best photos.

Founded in 2000, Marco Bicego is commemorating its milestone anniversary with a “25 Best” collection and campaigns honoring its heritage.

Supplier Spotlight Sponsored by GIA

Those attending the company’s upcoming Zoom workshop will receive early access to “The List,” its new resource for finding buyers.


The organization will present an award to Amy-Elise Signeavsky, law enforcement and diamond recovery manager at GIA.

Chandler started his jewelry career at Michelson Jewelers, joining the Diamond Council of America as president and CEO in 2001.

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.

Scottish American designer Maeve Gillies collaborated with Platinum Guild International on jewelry created by direct metal 3D printing.

Ahead of its trade show in May, TJS awarded free registration and accommodations to five up-and-coming jewelry industry professionals.

The 2025 Gem Awards are set to take place Friday at Cipriani 42nd Street in New York City.

The annual star-studded campaign for International Women’s Day encourages collective action against domestic violence.

The statement piece is seen in Yeprem’s new “You Play the Game” campaign, created for International Women’s Day.

Longtime employee Kyle Slosson has been promoted to the role.

First-generation jewelers Dan and Hope Wixon are retiring and will close their Minneapolis-area jewelry store in May.

The limited-edition collection, a nod to the Year of the Snake, is Ukrainian brand Guzema’s first partnership with a U.S. brand.

After more than 50 years, Jeff Roberts is handing over ownership of the organization to IJO President Stephen Barnes.

Senior Jeweler Jay Wolff was named employee of the year.

The 111-year-old store will close following a dispute among Saks Global, a landlord, and the City of Dallas over a small piece of land.

The upcoming “Area_51” watch sale is a collaboration with heist-out, featuring vintage and modern timepieces with futuristic designs.

The trade organization, which will mark 120 years of service next year, has a refined focus and a new mission statement.

The application period is now open for established and emerging jewelers and metalsmiths to apply to the month-long residency program.

Uc Thí Vo, who co-owned Kim Tin Jewelry in Sacramento with her husband of 40 years, was killed during the November 2024 robbery.

Manashe Sezanayev pleaded guilty to grand larceny and is expected to receive five years’ probation when he’s sentenced in May.

The March birthstone pairs perfectly with hues of Mocha Mousse, Pantone’s Color of the Year for 2025.

Emmanuel Raheb shares strategies to prepare for, publicize, and engage the audience during events on platforms like TikTok and Zoom.

From Doja Cat to Mikey Madison and Selena Gomez, many of this year’s Academy Awards attendees donned drop necklaces.