SurveysJan 29, 2025
Consumer Confidence Slips for Second Consecutive Month SurveysFeb 04, 2025
Valentine’s Day Jewelry Spending Forecast to Hit Record High, Says NRF
Those celebrating Valentine’s Day this year are expected to spend a record $27.5 billion on jewels, flowers, candy, and more.
The “Sweet Life” ring by Mined + Found is made of 14-karat yellow gold with enamel and diamonds ($6,450). Consumers are expected to spend a record $27.5 billion on Valentine’s Day this year, according to the annual survey by the NRF and Prosper Insights & Analytics.
Washington—The National Retail Federation is forecasting a lovely Valentine’s Day for retailers, with jewelry once again a top gift for the holiday.
Consumers are expected to spend a record $27.5 billion on Valentine’s Day this year, according to the annual survey by the NRF and Prosper Insights & Analytics, up from $25.8 billion last year and surpassing the previous record of $27.4 billion in 2020.
Shoppers plan to spend $188.81 on average, up from $185.81 last year.
“Whether they are celebrating a significant other or someone else in their lives, Valentine’s Day is meaningful for many people,” said NRF Vice President of Industry and Consumer Insights Katherine Cullen.
“Consumers are looking for special ways to treat their loved ones and can expect retailers to provide the best gift options and deals.”
Jewelry is the fifth-most popular gift option but No.1 in terms of dollars spent, with 22 percent of shoppers expected to buy jewelry, spending a record $6.5 billion.
In the No. 1 spot for most popular gift is candy (56 percent, $2.5 billion), followed by flowers (40 percent, $2.9 billion), greeting cards (40 percent, $1.4 billion), and an evening out (35 percent, $5.4 billion).
More than half of consumers (56 percent) plan to celebrate Valentine’s Day this year, up from 53 percent in 2024.
Men are more likely to celebrate the holiday than women this year, with 55 percent saying they plan to participate, up from 51 percent in 2024.
Related stories will be right here …
Consumers are expected to spend a record $27.5 billion on Valentine’s Day this year, according to the annual survey by the NRF and Prosper Insights & Analytics, up from $25.8 billion last year and surpassing the previous record of $27.4 billion in 2020.
Shoppers plan to spend $188.81 on average, up from $185.81 last year.
“Whether they are celebrating a significant other or someone else in their lives, Valentine’s Day is meaningful for many people,” said NRF Vice President of Industry and Consumer Insights Katherine Cullen.
“Consumers are looking for special ways to treat their loved ones and can expect retailers to provide the best gift options and deals.”
Jewelry is the fifth-most popular gift option but No.1 in terms of dollars spent, with 22 percent of shoppers expected to buy jewelry, spending a record $6.5 billion.
In the No. 1 spot for most popular gift is candy (56 percent, $2.5 billion), followed by flowers (40 percent, $2.9 billion), greeting cards (40 percent, $1.4 billion), and an evening out (35 percent, $5.4 billion).
More than half of consumers (56 percent) plan to celebrate Valentine’s Day this year, up from 53 percent in 2024.
Men are more likely to celebrate the holiday than women this year, with 55 percent saying they plan to participate, up from 51 percent in 2024.
Similar to last year, respondents are prioritizing giving gifts to loved ones, whether they have a romantic or friendly relationship.
“Consumers plan to celebrate Valentine’s Day through a variety of ways to show appreciation and love for the many different people around them,” said Prosper Insights & Analytics Executive Vice President of Strategy Phil Rist.
“Purchasing gifts for those outside of significant others or family members continues to rise in popularity and reflects consumers’ growing interest in celebrating all the meaningful relationships in their lives.”
Total spending on significant others is expected to reach a new record of $14.6 billion, up from last year’s record of $14.2 billion.
There are two more spending records forecast this year.
A record percentage of people (32 percent) are buying gifts for friends this year, up from 28 percent last year.
A record 19 percent of respondents are expected to buy a gift for coworkers, up from 16 percent in 2024.
Spending on gifts for family members is forecast to reach $4.3 billion, up from $4 billion last year and in line with the previous record of $4.2 billion in 2020.
Pets will feel the love too, with 32 percent planning to buy a gift for their pets, in line with last year.
The most popular shopping destination is online (38 percent), followed by department stores (34 percent), discount stores (29 percent), and florists and specialty stores (tied at 18 percent).
Though not everyone will celebrate the holiday in the traditional sense, 28 percent of respondents said they still plan to mark the occasion.
The most popular ways to do that include treating oneself to something nice and planning a get-together with other single friends and family.
The survey included 8,020 adult consumers and was conducted Jan. 2-7.
Editors' Picks
Sponsored by
More on Surveys
The Latest
SourcingFeb 04, 2025
New Deal With Botswana Is Done, De Beers Confirms The agreement will allocate an increasing proportion of the country’s rough diamonds to the government of Botswana over the next decade.
Events & AwardsFeb 04, 2025
Van Cleef & Arpels’ Astronomy-Inspired Jewelry to Land at AMNH“Cosmic Splendor: Jewelry From the Collections of Van Cleef & Arpels,” opens April 11 at the American Museum of Natural History.
EditorsFeb 03, 2025
Best Jewelry Moments From the 2025 Grammy Awards From Lady Gaga’s 1930s Tiffany & Co. necklace to Taylor Swift’s “T,” Michelle Graff recaps the night’s most memorable jewelry looks.
Brought to you by
3 Ways to Capitalize on America’s Newfound Love of Colored GemsColored stones are stepping into a jewelry spotlight typically reserved for diamonds—are you ready to sell color?
MajorsFeb 03, 2025
Qurate to Close HSN’s Florida HQ Amid RestructuringLayoffs will reportedly start next month as HSN plans to move into QVC’s location in Pennsylvania.
Weekly QuizJan 30, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
EditorsFeb 03, 2025
Q&A: 5 Jewelry Designers on Shopping the 2025 Tucson Gem ShowsA group of creatives talked to Associate Editor Lauren McLemore about their approach to the annual Tucson gem, mineral, and fossil shows.
AuctionsJan 31, 2025
Elizabeth Taylor’s Diamond Bracelet Outshines Estimate at U.K. AuctionThe auction also featured the sale of a Cartier necklace made when Egyptomania was sweeping Great Britain.
Brought to you by
3 New Year’s Resolutions for Jewelry Lovers The new year feels like a clean slate, inspiring reflection, hope, and the motivation to become better versions of ourselves.
CollectionsJan 31, 2025
Piece of the Week: Lalaounis’ Good Luck Charm for 2025The “Blossom Rosette” blooms with love, beauty, and hope for the year ahead.
IndependentsJan 31, 2025
Harvey Rovinsky, Longtime Owner of Bernie Robbins Jewelers, Dies at 77Rovinsky is remembered as a great mentor who made the employees of his stores feel like family.
Events & AwardsJan 31, 2025
Facets of Fire Has a Diamond Challenge for RetailersFor every jeweler who tries their luck, the company will make a donation to Jewelers for Children.
MajorsJan 30, 2025
WJA Chapter Leaders Resign as Fallout From DEI Remarks SnowballsThe boards of at least five chapters have resigned in response to controversial statements the WJA national board president made last month.
Policies & IssuesJan 30, 2025
RJC Executive Director Melanie Grant Is Stepping Down An experienced jewelry writer and curator, Grant led the organization for two years.
CollectionsJan 30, 2025
Pharrell Williams Brings Tahitian Pearls to His New Tiffany & Co. CollectionFive new designs were added, all donning Tahitian cultured pearls and spear-like trident motifs, along with the new “Titan” setting.
Events & AwardsJan 30, 2025
Registration Open for Converge 2025The inaugural event is being co-hosted by the American Gem Society and the Gemological Institute of America.
MajorsJan 30, 2025
24 Karat Club of New York Elects 5 New MembersJewelers of America’s Annie Doresca and AGTA CEO John W. Ford Sr. are among the new members.
CollectionsJan 29, 2025
Boucheron’s High Jewelry Takes the Form of ‘Untamed Nature’The jeweler’s latest high jewelry collection looks into the Boucheron archives to create a “living encyclopedia of high jewelry.”
FinancialsJan 29, 2025
LVMH Watch, Jewelry Sales End the Year DownWatch and jewelry sales slipped 3 percent in 2024, though the luxury conglomerate did see business pick up in the fourth quarter.
MajorsJan 29, 2025
Chanel Names New General Manager of Watches, Fine Jewelry for USOlivier Kessler-Gay will take over the role on March 3.
Events & AwardsJan 29, 2025
Chris Ploof To Teach Mokume Gane at AJSThe jewelry designer and master metalsmith will present on the ancient Japanese metalworking technique at the Atlanta Jewelry Show in March.
SourcingJan 28, 2025
WFDB Joins Efforts to Promote Natural Diamonds With New CampaignThe “Moments” social media campaign emphasizes the emotional ties between natural diamonds and life’s special milestones.
CollectionsJan 28, 2025
Bliss Lau Celebrates the Intricate Mosaic of Identity in New CollectionThe versatile “As We Are” collection features 14 pieces with interlocking designs allowing for 27 different looks worn around the body.
SourcingJan 28, 2025
Botswana’s First Olympic Gold Medalist Is Now a De Beers Ambassador Letsile Tebogo will help to promote natural diamonds and the good they have done for his country.
Events & AwardsJan 28, 2025
NouvelleBox Show Returns to New York CityThe showcase, in its second year, will feature more than 20 international brands at its curated event from Feb. 2-4.
Recorded WebinarsJan 28, 2025
Watch: Fine Jewelry Market Predictions for 2025 “My Next Question” guests Sherry Smith and Edahn Golan share their 2025 forecasts, from sales and marketing to what retailers should stock.
Events & AwardsJan 28, 2025
Here Is the 2025 AGTA GemFair Tucson Educational LineupThe seminar series covers topics from market trends and colored stone terminology to working with museums and growing an Instagram profile.
MajorsJan 27, 2025
Le Vian Corp. Chairman Larry LeVian, a Man of Faith and Family, Dies at 73 LeVian is remembered for his leadership in the jewelry industry and for being a selfless and compassionate person.
