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
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.
