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
Events & AwardsApr 18, 2025
Daymond John to Give Keynote at JCK Las VegasThe entrepreneur and “Shark Tank” star will share his top tips for success.
CollectionsApr 18, 2025
Piece of the Week: Dukachi’s ‘Easter Bread’ PendantThe Ukrainian brand’s new pendant is modeled after a traditional paska, a pastry often baked for Easter in Eastern European cultures.
IndependentsApr 18, 2025
Bremer Jewelry to Reveal Renovated StoreThe jeweler has announced a grand reopening for its recently remodeled location in Peoria, Illinois.
MajorsApr 18, 2025
Tiffany & Co. Employees Star in Mother’s Day CampaignThe “Strong Like Mom” campaign features moms who work at Tiffany & Co. and their children.
Weekly QuizApr 18, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsApr 17, 2025
John Hardy, Athena Calderone Partner on Art Deco Decor-Inspired CollectionInterior designer Athena Calderone looked to decor from the 1920s and 1930s when crafting her first fine jewelry collection.
FinancialsApr 17, 2025
Movado Group to Increase Prices to Offset Tariffs ImpactDuring a call about its full-year results, CEO Efraim Grinberg discussed how the company is approaching the uncertainty surrounding tariffs.
Brought to you by
The Heart of the Industry: Giving Bench Jewelers the Recognition They DeserveBench jewelers spend years honing their skills, Jewelers of America’s Certification validates their talents.
Lab-GrownApr 17, 2025
NDC Launches Its Diamond Learning CenterThe free program provides educational content for jewelry salespeople and enthusiasts to learn or refresh their diamond knowledge.
Policies & IssuesApr 17, 2025
Jewelers of America Requests Tariffs Testimonials from MembersThe feedback will be used to prepare other jewelers for the challenges ahead, the organization said.
TechnologyApr 17, 2025
Technology Therapy Group Expands AI Training for Jewelry RetailersThe online sessions are designed to teach jewelers to use AI tools like ChatGPT and Claude to grow their business.
IndependentsApr 16, 2025
Catbird Expands to ChicagoThe opening marks the jewelry retailer’s first location in the Midwest.
CollectionsApr 16, 2025
Foundrae’s First Commitment Jewelry Collection Unites Through LoveThe “United in Love” collection offers tangible mementos of hearts entwined with traditional and non-traditional commitment heirlooms.
IndependentsApr 16, 2025
Indiana Jeweler to Host Black Jewelry Designer Pop-UpRobert Goodman Jewelers will hold a “Black Jewelry Designers and Makers” event on April 27.
MajorsApr 16, 2025
WJA Announces Board Members, New Chicago Chapter PresidentThe announcements follow a tumultuous start to 2025 for WJA, which saw a wave of resignations following controversial statements about DEI.
EditorsApr 15, 2025
Tariffs: What We Know Right Now Editor-in-Chief Michelle Graff answers questions about how the new taxes levied on countries like India and China will impact the industry.
EditorsApr 15, 2025
Q&A: Bogolo Joy Kenewendo on Making Deals, Marketing DiamondsKenewendo, Botswana’s minster of minerals and energy, discusses closing the deal with De Beers and the work that was missed along the way.
AuctionsApr 15, 2025
23-Carat ‘Golconda Blue’ Heads to AuctionThe historic fancy vivid blue diamond set to headline Christie’s Geneva sale next month could sell for up to $50 million.
FinancialsApr 15, 2025
LVMH’s Q1 Sales Slip 2 PercentLVMH CFO Cécile Cabanis also discussed the effects of tariffs so far.
CrimeApr 15, 2025
Jon Hamm Plays a Jewel Thief on Apple TV+The “Mad Men” and “The Morning Show” star steals jewelry, art, and handbags from his wealthy neighbors in “Your Friends & Neighbors.”
SourcingApr 15, 2025
Diamond Club West Coast Names 2025 BoardThe organization has reelected Kalpesh Jhaveri as president.
FinancialsApr 14, 2025
Movado to Restate Years of Financials Due to ‘Misconduct’ in Dubai An investigation found that the former managing director of Movado’s Dubai branch overstated and prematurely recorded sales.
CollectionsApr 14, 2025
Sauer Embraces Emptiness Through ‘Ma’ CollectionThe collection pays tribute to the Japanese philosophy of Ma, studying balance, stillness, and the interplay between presence and absence.
IndependentsApr 14, 2025
Illinois Jeweler Closing After 45 YearsMari Lou’s Fine Jewelry in Orland Park, a suburb of Chicago, is closing its doors.
GradingApr 14, 2025
GIA Expands Overseas Services as Tariffs Kick InGIA’s labs in Dubai and Hong Kong are now accepting larger diamonds in light of the “logistical challenges” presented by the new tariffs.
AuctionsApr 11, 2025
Piece of the Week: A Replica of Princess Grace’s Wedding EarringsThese earrings by Van Cleef & Arpels, featuring the same design as a pair worn by Princess Grace, are up for auction at Woolley & Wallis.
Recorded WebinarsApr 11, 2025
Watch: Top Tips for Saving Time With AITwo experts share how artificial intelligence tools can help retailers run a more efficient business.
