SurveysJan 30, 2026
These Are the Top Brands of 2026, Says YouGovSurveysFeb 10, 2026
Shoppers to Spend Big on Jewelry This Valentine’s Day, Says NRF
Jewelry is expected to be the No. 1 gift this year in terms of dollars spent.
A signet ring with a heart diamond in 14-karat yellow gold by Miraki Jewels. Consumers are expected to spend $7 billion on jewelry this Valentine’s Day.
Washington, D.C.—Valentine’s Day spending is forecasted to break records, with shoppers expected to spend the most on jewelry this year.
Consumer spending may reach a record $29.1 billion, according to an annual survey by the National Retail Federation and Prosper Insights & Analytics.
The previous record was $27.5 billion, set last year.
On average, shoppers will spend $199.78 on gifts, up from $188.81 last year and breaking the previous record of $196.31 in 2020.
Candy is still the most popular Valentine’s Day gift, with 56 percent of shoppers planning to purchase candy, followed by flowers (41 percent), greeting cards (41 percent), and an evening out (39 percent).
Jewelry (25 percent) once again took the No. 5 spot, up from 22 percent last year, but remained No.1 in terms of dollars spent.
Shoppers are expected to spend the most on jewelry—$7 billion, up from $6.5 billion in 2025.
In the No. 2 spot was an evening out ($6.3 billion), followed by clothing ($3.5 billion), and flowers ($3.1 billion).
Consumer spending may reach a record $29.1 billion, according to an annual survey by the National Retail Federation and Prosper Insights & Analytics.
The previous record was $27.5 billion, set last year.
On average, shoppers will spend $199.78 on gifts, up from $188.81 last year and breaking the previous record of $196.31 in 2020.
Candy is still the most popular Valentine’s Day gift, with 56 percent of shoppers planning to purchase candy, followed by flowers (41 percent), greeting cards (41 percent), and an evening out (39 percent).
Jewelry (25 percent) once again took the No. 5 spot, up from 22 percent last year, but remained No.1 in terms of dollars spent.
Shoppers are expected to spend the most on jewelry—$7 billion, up from $6.5 billion in 2025.
In the No. 2 spot was an evening out ($6.3 billion), followed by clothing ($3.5 billion), and flowers ($3.1 billion).
“Valentine’s Day is a cherished holiday that resonates with many Americans, as seen with expected record-breaking spending this year,” said NRF Vice President of Industry and Consumer Insights Katherine Cullen.
“Much of that growth is driven by middle- and high-income shoppers who are expanding their gift lists to include friends, co-workers, and even pets in addition to loved ones.”
More than half of consumers (55 percent) plan to celebrate Valentine’s Day this year.
Most of the revelers (83 percent) will be purchasing a gift for their significant other, with spending on gifts for romantic partners expected to reach $14.5 billion.
Of those celebrating, 58 percent plan to buy gifts for family, including their children, parents, and siblings, accounting for $4.5 billion in expected spending.
One-third of consumers will buy gifts for friends ($2.4 billion) and 27 percent will buy gifts for their children's classmates and teachers ($2.2 billion), while 21 percent will buy gifts for coworkers ($1.7 billion).
Pets will be feeling the love this year, too, with a record 35 percent of shoppers planning to buy a gift for their pets, totaling $2.1 billion, up from $1.7 billion last year.
“Valentine’s Day underscores the value of relationships, and for many people, the connection they share with their pets is an important one,” said Prosper Insights & Analytics Executive Vice President of Strategy Phil Rist.
“Whether it’s a dog, cat or other animal, consumers are looking to celebrate their pets this Valentine’s Day with a special toy, accessory or treat.”
As for where lovebirds are shopping, online remains the most popular choice (38 percent) followed by department stores (35 percent), discount stores (30 percent), and specialty stores (21 percent).
Of those who won’t be celebrating the holiday, around one-third (31 percent) will mark the day in some way, including splurging on a gift or self-care or planning something with friends and family members.
The survey includes responses from 7,791 adult consumers about their Valentine’s Day shopping plans and was conducted Jan. 2-8.
More on Surveys
The Latest
MajorsSep 22, 2026
Foundrae’s Lawsuit Against Pandora Can Continue, Court RulesA federal judge denied Pandora’s motion to dismiss Foundrae’s claim for copyright infringement of its medallions.
ColumnistsSep 22, 2026
Peter Smith: Our Struggle With Emotional SellingPeople aren’t thinking rationally when they are buying luxury products, and we shouldn’t be selling them that way, Peter Smith writes.
IndependentsSep 22, 2026
Constance Polamalu Named to '40 Under 40' ListThe Baltimore Business Journal recognized the entrepreneur for her leadership in business and the jewelry industry.
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionExperience gemstones with greater precision and comfort than ever before.
GradingSep 22, 2026
GCAL by Sarine Opens New Lab in MumbaiThe facility is located within SEEPZ and is GCAL by Sarine’s second location in India, joining its existing grading lab in Surat.
Weekly QuizSep 17, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsSep 22, 2026
NYCJAOS Returns for Autumn EditionThe four-day show is slated for Nov. 19-22 at the Metropolitan Pavilion in New York City’s Chelsea neighborhood.
AuctionsSep 21, 2026
Ultra-Rare Cartier Cheich Watch Sells for $3.4M Offered at Sotheby’s Hong Kong, the one-of-a-kind white gold watch now holds the title of most valuable Cartier wristwatch sold at auction.
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.
MajorsSep 21, 2026
Longtime Industry Executive Pamela Bernstein-Gulla to RetireBernstein-Gulla has been working in the jewelry industry for 40 years, most recently as chief engagement officer for Hill & Co.
IndependentsSep 21, 2026
Bhindi Jewelers Moves Into New, Larger California StoreThe relocated Glendale store, now at The Americana at Brand, was designed to be a contemporary “timepiece haven” inspired by luxury resorts.
AuctionsSep 18, 2026
7.52-Carat Unheated Paraíba Tourmaline Sells for $1.3M at Sotheby’s The top lot of the auction house’s Hong Kong jewelry sale was an Art Deco Mauboussin necklace with ruby beads, which sold for $2 million.
Policies & IssuesSep 18, 2026
Tariffs, Retail Crime Top of Mind at JA’s Annual Fly-In Retailers and manufacturers headed to the Capitol this week to discuss tariff exemptions for diamonds and gemstones, among other issues.
CollectionsSep 18, 2026
Nanis Transforms Its ‘Boule’ Into a Mirror Our Piece of the Week is a pair of drop earrings from the “Sway” collection featuring Nanis’ first use of mirror-polished gold.
GradingSep 18, 2026
De Beers Introduces Faster Version of Diamond Screening Machine SynthDetect 2 can scan a full tray in less than five minutes, De Beers said, making it six times faster than its predecessors.
AuctionsSep 18, 2026
Noonans To Auction Medieval Gold Seal Ring Recovered By 2 FriendsTwo metal detectorists discovered the ring, which may have belonged to English noblewoman Matilda of Lancaster, in Suffolk.
Policies & IssuesSep 17, 2026
Tariffs on India Could Increase as Russian Sanctions Bill Heads to Trump’s DeskThe bill has a provision that allows the president to raise tariffs on countries that import Russian oil and gas to as much as 100 percent.
Events & AwardsSep 17, 2026
This Is the Winner of the 2026 Robert M. Shipley AwardThe American Gem Society presented the annual award to a former president of its board.
CollectionsSep 17, 2026
Cynthia Erivo, Zoë Chicco’s Jewelry Collab Is an Ode to TransformationThe “Chrysalis” capsule centers butterfly motifs representing growth, transformation, and the unfolding of who you are.
Events & AwardsSep 17, 2026
Louisiana Retailer Kevin Patton Wins Lifetime Achievement AwardJewelers of Louisiana presented Patton, the third-generation president of Pattons Fine Jewelry, with the award at its annual convention.
PodcastsSep 16, 2026
Episode 9: Remembering Cindy EdelsteinTwo special guests join the podcast to commemorate the 10th anniversary of the designer advocate, mentor, and author’s untimely passing.
CollectionsSep 16, 2026
Jessica McCormack, L’Objet Collab on Homewares CollectionMcCormack brings sea-inspired motifs from her “Beaches” collection to L’Objet’s tableware, vanity pieces, and first-ever cutlery set.
CrimeSep 16, 2026
JSA Issues Warning to NJ Jewelers After Rash of Smash and GrabsNine New Jersey jewelers have been victims of smash-and-grab robberies this year, prompting JSA to circulate a list of recommendations.
IndependentsSep 16, 2026
Bromberg & Co. Names New PresidentMarlin “Brian” Hood, who has been with the store for 20 years, will succeed Ricky Bromberg, who died earlier this month.
MajorsSep 16, 2026
Midas Chain Releases ‘House of Midas’ Bridal CatalogThe new bridal catalog features the latest jewelry collections and designs from timeless classics to modern silhouettes.
EditorsSep 15, 2026
2026 Emmys Jewelry: An Either/Or Proposition Stars wore either a necklace or earrings at 78th Primetime Emmy Awards but rarely both, Natalie Francisco notes.
ColumnistsSep 15, 2026
The Levels Your Website Must Clear Before AI Recommends YouJennifer Shaheen compares this new era of AI-powered SEO to a video game: your website must clear one level before advancing to the next.
IndependentsSep 15, 2026
Armadani Launches Retail Support Program for Holiday SeasonThe program highlights “Made in Italy” fine jewelry with digital merchandising, sales education, and local marketing support.
