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.
Editors' Picks
Sponsored by
More on Surveys
The Latest
AuctionsNov 02, 2026
197-Carat ‘Romanov Sapphire’ Heads to Sotheby’s GenevaThe rare jewel, which has links to Russia’s Romanov dynasty, is estimated to fetch up to $2 million.
CrimeNov 02, 2026
Customs Seizes More Than 400 Fake Audemars Piguet WatchesIt is one of several seizures of counterfeit jewelry and watches by U.S. Customs and Border Protection officials in Louisville this year.
MajorsNov 02, 2026
Lawrence Bock, Caryl Capeci, Amanda Coleman-Phelps Join JA Board Jewelers of America announced the additions to its board of directors following its annual general meeting, held last week.
Brought to you by
How Overnight Mountings’ Bridal Builder Makes Custom Engagement Ring Design Easier to SellWith customization becoming more expected in engagement ring shopping, the Bridal Builder makes the process tangible.
CollectionsNov 02, 2026
Olympian Kristi Yamaguchi, Heller Jewelers Expand ‘Always Dream’ CollectionThe jewelry collection supports Yamaguchi’s Always Dream foundation, which provides reading and educational resources to families in need.
Weekly QuizOct 29, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsOct 30, 2026
Illuminating Carved Paraiba Pendant, Suite of Moonstones Wow at Spectrum AwardsSpectrum’s “Best of Show” honors went to a 101-carat Paraiba carved to look like Medusa that has a magnet-activated LED light.
TrendsOct 30, 2026
Edina Kiss’ Pendants Say ‘Eye’m Watching You’Our Halloween Pieces of the Week are four “Eye” pendants, each set with colorful gemstones.
Brought to you by
A Diamond Is Forever Launches 2026 Holiday Campaign Championing Natural DiamondsA Diamond Is Forever's holiday campaign reimagines natural diamond icons for a new generation celebrating individuality.
MajorsOct 30, 2026
The RealReal Hires Former eBay Exec as New Chief Merchandising OfficerAlexis Hoopes expanded eBay’s “Authenticity Guarantee” program during her tenure.
WatchesOct 29, 2026
Bucherer Opens Rolex Boutique in Washington StateThe Rolex-owned retailer’s new 4,700-square-foot store’s façade honors the Pacific Northwest’s evergreen forests.
TrendsOct 29, 2026
Amanda's Style File: All Treats, No Tricks Get into the Halloween spirit with this roundup of 13 spooky jewels.
MajorsOct 29, 2026
Gesswein Hires Longtime Bench Jeweler, Educator Ann CahoonCahoon was appointed strategic account and educational program manager at Gesswein, which recently joined Continental Buying Group.
MajorsOct 29, 2026
Amanda Seyfried Stars In Tiffany & Co.’s Holiday CampaignTiffany & Co.’s latest ambassador makes her debut in its “Love Is a Gift” holiday campaign.
EditorsOct 28, 2026
These Wicked Jewels Will Cast a Spell on YouFor her annual Halloween story, Senior Editor Lenore Fedow highlights bewitching jewels fit for a witch that go from day to unholy night.
CrimeOct 28, 2026
Man In Florida Who Swallowed Tiffany & Co. Earrings ConvictedJaythan Gilder was found guilty of robbery and grand theft after stealing and then ingesting nearly $800,000 worth of Tiffany & Co. jewelry.
MajorsOct 28, 2026
Stuller’s Holiday Campaign Lets the ‘Magic of the Moment’ ShineThe holiday campaign includes key jewelry trends, a curated holiday gift guide, and resources to help jewelers prepare for holiday shoppers.
SourcingOct 27, 2026
De Beers Celebrates the Holidays With New ‘Desert Diamonds’ CampaignThe “Icons” holiday campaign spotlights four classic diamond jewelry styles reimagined in “Desert Diamond” tones.
IndependentsOct 27, 2026
Solomon Brothers Acquires Mervis Diamond ImportersSolomon Brothers, which has three stores in the Metro Atlanta area, said it may continue to acquire other independent jewelers.
IndependentsOct 27, 2026
Gabriel & Co. Supports Charity Partner DKMS With Gala, New JewelsThe fine jewelry brand raised $2.3 million at its annual gala that supports the nonprofit’s fight against blood cancer and blood disorders.
Events & AwardsOct 27, 2026
JFC Announces 2027 ‘Facets’ HonoreesThe annual fundraising event is slated for June 6, 2027, at The Venetian Resort in Las Vegas.
CollectionsOct 26, 2026
Bliss Lau’s ‘Vantage’ Point Is the Hawaiian HorizonIn her “Vantage” collection, Lau explores heritage, identity, and inner strength through designs featuring blue-green Guatemalan jade.
MajorsOct 26, 2026
Tiffany & Co. Takes Consumers Behind the ScenesThe jeweler gave the public backstage tours of its flagship store and its design and innovation workshop as part of LVMH’s open house.
Events & AwardsOct 26, 2026
Support JFC’s ‘Monster Mash Challenge,’ If You DareVote for which jewelry professional should dress up as a monster to support Jewelers for Children’s annual Halloween fundraiser.
MajorsOct 23, 2026
PGI USA Set to Close at Year’s EndThe closure is part of a global restructuring that also includes PGI winding down its operations in Japan, South Korea, and Hong Kong.
SourcingOct 23, 2026
Rachel Chalchinsky’s ‘Survivor Tribute’ RingThe ring, our Piece of the Week, was designed by eight-year breast cancer survivor Rachel Chalchinsky of Color Source Gems.
TechnologyOct 23, 2026
JA Unveils New Website, LogoThe website offers enhanced member benefit access, industry directories, educational resources, a job board, and access to the MJSA Journal.
FinancialsOct 23, 2026
Kering’s Jewelry Sales Up Double Digits in Q3Boucheron and Pomellato had a strong third quarter, with Kering looking at jewelry as an increasingly important part of its portfolio.
