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 “Moments” social media campaign emphasizes the emotional ties between natural diamonds and life’s special milestones.
The versatile “As We Are” collection features 14 pieces with interlocking designs allowing for 27 different looks worn around the body.
Letsile Tebogo will help to promote natural diamonds and the good they have done for his country.
The new year feels like a clean slate, inspiring reflection, hope, and the motivation to become better versions of ourselves.
The showcase, in its second year, will feature more than 20 international brands at its curated event from Feb. 2-4.
“My Next Question” guests Sherry Smith and Edahn Golan share their 2025 forecasts, from sales and marketing to what retailers should stock.
The seminar series covers topics from market trends and colored stone terminology to working with museums and growing an Instagram profile.
A Diamond is Forever hosted a holiday celebration in honor of their new marketing campaign, ‘Forever Present.’
LeVian is remembered for his leadership in the jewelry industry and for being a selfless and compassionate person.
Monishkumar Kirankumar Doshi Shah pleaded guilty to evading customs on more than $13.5 million of jewelry imported into the U.S.
Jemora Gemhouse’s inaugural auction, slated for March, will take place in Dubai and feature polished sapphires.
Quinn partnered with Gemfields to create “Crazy Love,” which features Zambian emeralds and Mozambican rubies across 10 pieces.
The catalog is 48 pages and features more than 100 styles.
The one-of-a-kind necklace was designed in celebration of the Chinese New Year, as 2025 is the Year of the Snake.
The gemstone show is slated to take place at the Scottish Rite Cathedral.
From raffles to auctions to donations, the industry is working to aid charities in Los Angeles amid the raging wildfires.
The suspects are accused of planning to kidnap a Miami jeweler and rob him of his cryptocurrency.
Francis “Gosh” Eiseb, 58, was a senior protection officer for Namib Desert Diamonds, also known as Namdia, in Windhoek, Namibia.
The online diamond and jewelry marketplace has expanded, introducing a new platform dedicated to colored gemstone trading.
The second annual learning forum for retailers is slated for March 13 at City Winery in Pier 57 in New York City.
Roy Safit took over the role on Jan. 1.
Sherry Smith shares data on the year gone by, including the breakdown between natural and lab-grown diamond sales.
The company also is matching donations made to Jewelers of America and the Diamond Council of America’s Jewelers Relief Fund.
Now in its fourth year, the program is expanding to include a list of “20 Under 40” for jewelry suppliers.
The “Reach for Life” collection uses feather and arrow motifs to invite growth and inner curiosity.
Peter Smith pulls back the curtain on the often misinterpreted, and sometimes maligned, world of sales training.
Pantone’s 2025 Color of the Year takes the form of jewelry through gemstones and enamel that look just as delicious as mocha mousse.