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.
More on Surveys
The Latest
CollectionsOct 16, 2026
Christina Puchi’s Earrings Hold the UniverseOur Piece of the Week gathers the planets, represented by a variety of colored gemstones, in a pair of 14-karat yellow gold earrings.
IndependentsOct 16, 2026
Reeds Jewelers Expands, Relocates FlagshipThe New York-based jeweler is moving its Amherst flagship store to a larger location in nearby Snyder.
MajorsOct 16, 2026
Katy Chen Appointed Executive Vice President of Graff USA Chen, who worked at Cartier and Tiffany & Co., will lead retail sales and operations for the luxury jeweler’s 11 U.S. stores.
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionExperience gemstones with greater precision and comfort than ever before.
IndependentsOct 15, 2026
Retailer Hall of Fame 2026: Amy and Elise Greenberg For 40 years, sisters Amy and Elise Greenberg have helmed their 126-year-old family business, leading with appreciation and integrity.
Weekly QuizOct 15, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
ColumnistsOct 15, 2026
Peter Smith: What Is the Culture REP?It’s a term Smith coined and felt compelled to share following a bad experience with an aborted flight and an unfeeling flight attendant.
WatchesOct 15, 2026
Stephanie Gottlieb’s New Movado Watches Are Made for Your Wrist StackMovado teamed up with the New York-based fine jewelry designer on a new collection of Movado Museum Velura watches.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
SourcingOct 15, 2026
Signet Jewelers, Richemont May Join Bidder for De Beers, Report SaysThe two companies are reportedly in talks to join the Global Diamond Consortium, led by former De Beers CEO Gareth Penny, as per Bloomberg.
CollectionsOct 15, 2026
Wolf x Marla Aaron's New Jewelry Box Is for Some (Not All) of Your ThingsThe “Some of the Things” box follows the two larger “Everything” box designs with the look and function of antique sewing and toolboxes.
IndependentsOct 14, 2026
Retailer Hall of Fame 2026: Coleman and Mitchell ClarkFourth-generation jewelers Coleman and Mitchell Clark exemplify the best qualities of their predecessors: humility, modesty, and confidence.
SourcingOct 14, 2026
Manuel Marcial de Gomar, ‘The Emerald Whisperer,’ Dies at 90The gem hunter, whose 70-year career was defined by adventure and exploration, is remembered for his steadfast faith and sense of wonder.
FinancialsOct 14, 2026
LVMH’s Jewelry Brands Turn in ‘Very Good’ Performance in Q3 Tiffany & Co. continued its full-scale store renovation project while Bulgari’s high jewelry collection generated “record-breaking revenue.”
Events & AwardsOct 14, 2026
Chicago Responsible Jewelry Conference Releases 2026 ProgramThis year’s sessions feature leading voices from human rights, legal, and conservation organizations.
MajorsOct 13, 2026
David Webb Owner Purchases Lugano JewelryThe high-end jewelry retailer was sold to private investment firm Middle West Partners and a group of longtime clients.
Lab-GrownOct 13, 2026
Stephanie Gottlieb Takes Lab-Grown Diamond Collection WholesaleThe jewelry designer has partnered with Sofer Jewelry to distribute her 85-piece lab-grown diamond collection.
IndependentsOct 13, 2026
Retailer Hall of Fame 2026: Sean DunnDunn, this year’s Single-Store Independent inductee, is passionate about innovation and telling the story of natural diamonds.
AuctionsOct 13, 2026
Christie's Geneva To Auction 'Bulgari Pink' DiamondThe 24-carat fancy intense pink diamond ring could fetch up to $18 million at the November sale.
IndependentsOct 13, 2026
Greenwich St. Jewelers’ New Candle Smells Like HomeThe “Island Jewel” candle honors New York City and Puerto Rico and raises money for the island’s water relief efforts.
TechnologyOct 13, 2026
GemFind Is a New JA Member Benefit Partner The partnership will give JA members access to preferred pricing, exclusive benefits, technology solutions, education, and resources.
CollectionsOct 09, 2026
Elisa Solomon Collabs With Serendipity 3 on ‘Frozen Hot Chocolate’ CharmThe charm, our Piece of the Week, features brown diamond frozen hot chocolate topped with white diamond whipped cream and a ruby straw.
AuctionsOct 09, 2026
8-Carat Blue Diamond Goes Unsold at UK Jewelry Auction The top lot of Elmwood’s recent fine jewelry sale in London was a 1.84-carat, D color Tiffany & Co. solitaire diamond ring.
WatchesOct 09, 2026
Movado to Sell Majority Stake in Ebel for $66.5MThe watch company agreed to sell a 95 percent interest to a group comprised of F.P. Journe, Chanel, and Swiss watch exec Pierre Jacques.
Policies & IssuesOct 08, 2026
Third Wave of IEEPA Tariff Refunds Begins This round of tariff refunds is for importers that have sued over IEEPA tariffs in the Court of International Trade and won.
CollectionsOct 08, 2026
Brent Neale’s New Collection Goes ‘Back to Basics’It revisits the brand’s most requested silhouettes, from "Pillow"-set necklaces and bracelets to "Signature"-set rings and earrings.
SourcingOct 08, 2026
Ethical Gem Fair Heads Back to BrooklynThe trade-only event includes buying opportunities as well as educational sessions on artisanal mining, the new Paraíba source, and more.
Events & AwardsOct 08, 2026
Pattons Fine Jewelry Sweeps Local Design ContestAra Chanakian, a jeweler at Pattons, took home top honors in every category at Jewelers of Louisiana’s annual jewelry design competition.
