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
MajorsMay 20, 2025
Annie Doresca to Lead DCA as New CEO, PresidentCurrent Diamond Council of America President and CEO Terry Chandler is set to retire in January 2026.
FinancialsMay 20, 2025
QVC Group to Voluntarily Delist from NasdaqThe company's Series A shares will continue to trade following a reverse stock split while its Series B shares will be delisted.
ColumnistsMay 20, 2025
Peter Smith: Leading Through ChangeCommunicating clearly with your staff is key to navigating turbulent times, writes columnist Peter Smith.
Brought to you by
Las Vegas Antique Jewelry & Watch Show: Showcasing the Most Collectible Merchandise from Across the GlobeGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
IndependentsMay 20, 2025
Luis Morais Opens Flagship, Launches Collection Celebrating 25 YearsThe “Inner Journey” collection debuted as the brand celebrated its 25th anniversary, with designs inspired by Morais’ journey.
Weekly QuizMay 15, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsMay 20, 2025
Tanishq Opens Seventh U.S. StoreTanishq is expanding its presence in the United States with a new store in Santa Clara, California, which is its largest in the country.
FinancialsMay 19, 2025
Jewelry Sales a Standout for Richemont in 2024Sales for Richemont’s four jewelry brands increased 8 percent, while watch sales picked up toward the end of the year.
Brought to you by
Watch: The Winston Red: GIA Examines the Smithsonian’s Newest AdditionSupplier Spotlight Sponsored by GIA
Events & AwardsMay 19, 2025
NAJA Opens Scholarship Applications for 2025Two scholarships are available, one for new and non-members and another for NAJA certified members.
IndependentsMay 19, 2025
Day’s Jewelers to Open Ninth LocationThe retailer’s new flagship is set to open in October at the Tuscan Village development in Salem, New Hampshire.
SourcingMay 19, 2025
State of Colored Stones: The Big Three in the Modern WorldSapphires, emeralds, and rubies are finding their place in a U.S. market captivated by the gemstones once referred to as “semi-precious.”
MajorsMay 16, 2025
Saks Fifth Avenue, Amazon Partner on Luxury Online StorefrontPlus, parent company Saks Global announces plans to cut ties with up to 600 vendors.
Recorded WebinarsMay 16, 2025
Watch: Physical Retail Is Not DeadPeter Smith joined Michelle Graff to chat about the state of brick-and-mortar stores and share a few book and podcast recommendations.
CollectionsMay 16, 2025
Piece of the Week: Tejen’s ‘Candy Bowl’ Torque NecklaceThe necklace features a candy-colored Australian white opal in 18-karat Fairmined gold, as the brand was named a Fairmined ambassador.
Supplier BulletinMay 15, 2025
Treasure Hunting at the Las Vegas Antique Jewelry and Watch ShowSponsored by the Las Vegas Antique Jewelry and Watch Show
AuctionsMay 15, 2025
'The Mediterranean Blue' Diamond Sells for $21M at Sotheby’sA private American collector purchased the 10-carat fancy vivid blue diamond.
CollectionsMay 15, 2025
Jessica McCormack’s ‘Fruit Salad’ Collection Is Fresh for SummerThe designer has taken the appeal of freshly picked fruit and channeled it into a capsule collection of earrings, necklaces, and pendants.
SourcingMay 15, 2025
Tariffs Take Toll on India’s Gem and Jewelry Industry in April The country’s gem and jewelry exports fell 5 percent year-over-year last month, while imports declined 18 percent.
Policies & IssuesMay 15, 2025
State of Retail: How to Better Serve Customers With DisabilitiesAround 54 million Americans and counting live with a disability. Here’s how to make your jewelry store and website more accessible.
Events & AwardsMay 15, 2025
Poet Sekou Andrews to Give Closing Keynote at ConvergeThe event is also accepting poster submissions now through June 16.
Policies & IssuesMay 14, 2025
Here’s What Happened to Pope Francis’ RingBefore Pope Leo XIV was elected, a centuries-old procedure regarding the late pontiff’s ring was followed.
AuctionsMay 14, 2025
Custom Rolex Pulled From Sotheby’s SaleThe one-of-a-kind platinum Rolex Cosmograph Daytona was estimated to fetch up to $1.7 million.
Lab-GrownMay 14, 2025
State of Diamonds: What’s Next for Lab-Grown Diamonds?While the product has entrenched itself in the market, retailers and consultants are assessing the next phase of the category’s development.
CrimeMay 14, 2025
Seattle Detectives Seek Public’s Help in Tiffany & Co. Robberies The police are trying to identify the man suspected of robbing two Tiffany & Co. locations in the area.
MajorsMay 14, 2025
Jeff Corey Elected Chair of JBT Board The well-known Maine jeweler takes over for Brian Fleming and will serve a one-year term.
Policies & IssuesMay 14, 2025
Foundrae Donates $11K to Ethical MetalsmithsThe donation was the result of the brand’s annual Earth Day Ingot event.
IndependentsMay 13, 2025
Eiseman Jewels’ Renovated Dallas Store Is Bigger and BetterLocated in NorthPark Center, the revamped store is nearly 2,000 square feet larger and includes the first Tudor boutique in Dallas.
