EditorsJan 12, 2026
Platinum, White Gold Rule the 2026 Golden GlobesAssociate Editor Natalie Francisco highlights her favorite jewelry moments from the Golden Globes, and they are (mostly) white hot.
SurveysFeb 04, 2014
For Feb. 14, consumers will continue to be cautious
The National Retail Federation predicts that Americans’ post-recession frugality will continue through Valentine’s Day, with slightly fewer consumers expected to purchase jewelry for the holiday.
Washington--The National Retail Federation predicts that Americans’ post-recession frugality will continue through Valentine’s Day, with slightly fewer consumers expected to purchase jewelry for the holiday.
A total of 19 percent of respondents who took the NRF’s recently completed Valentine’s Day spending survey said they plan to give jewelry this year, down from the 20 percent who said they would give the gift of bling last year.
The average amount consumers said they plan to spend on jewelry is expected to increase, from $157.32 to $162.03.
However, overall spending on jewelry is projected to drop, reaching $3.9 billion compared with a projected $4.4 billion last year. (The NRF said it provides only predictions for Valentine’s Day and does not follow up to record final spending figures.)
A greeting card remains the No. 1 Valentine’s Day gift, cited by 51 percent of respondents, followed by candy at 49 percent and flowers and an evening out, both at 37 percent.
None of this is shocking news to jewelers, who definitely don’t depend on Feb. 14 to make their year.
Prosper Insights & Analytics conducted the NRF’s Valentine’s Day survey between Jan. 2 and 13, polling 6,417 consumers.
In a sign of these still-challenging, but technologically advanced times, the greatest percentage of survey-takers, 35 percent, said they would purchase their Valentine’s Day gifts at a discount store, just edging out the No. 2 answer, department store. The third most-selected location was online, chosen by 26 percent of respondents.
A total of 10 percent of survey-takers said they would purchase their Valentine’s Day gift at a jewelry store.
While the vast majority of shoppers will enter a store of some sort to buy their gift, many of those likely will scout out their presents online using their smartphone or tablet computer.
One-quarter of survey-takers said they would research products/compare prices on their smartphone this Valentine’s Day and 32 percent plan to do so using their tablet computer.
In addition, 16 percent of smartphone and 18 percent of tablet owners said they will use their device to look up a retailer’s information, such as their location, store hours and directions.
Applications, or apps, were decidedly less popular, cited as a research tool by only 7 percent of smartphone users and 9 percent of tablet users, and as a price-comparison tool by only 8 percent of those who own a smartphone and 9
percent of those who use tablets.
More on Surveys
The Latest
GradingJan 12, 2026
Peter Yantzer, Former Executive Director of AGS Labs, Dies at 77 Yantzer is remembered for the profound influence he had on diamond cut grading as well as his contagious smile and quick wit.
MajorsJan 12, 2026
These 14 Macy’s Locations Will Close This YearThe store closures are part of the retailer’s “Bold New Chapter” turnaround plan.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
MajorsJan 12, 2026
Jewelers Mutual Acquires AI-Powered Event Insurance ProgramThrough EventGuard, the company will offer event liability and cancellation insurance, including wedding coverage.
Weekly QuizJan 08, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsJan 09, 2026
Kendra Scott Taps Activewear Exec as CEO Chris Blakeslee has experience at Athleta and Alo Yoga. Kendra Scott will remain on board as executive chair and chief visionary officer.
AuctionsJan 09, 2026
Christie’s Names New Global Managing Director for LuxuryKimberly Miller has been promoted to the role.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
CollectionsJan 09, 2026
Piece of the Week: Lionheart’s ‘Serenity’ Opal CharmThe “Serenity” charm set with 13 opals is a modern amulet offering protection, guidance, and intention, the brand said.
CollectionsJan 08, 2026
Pandora’s New ‘Bridgerton’ Jewels Celebrate Bees, Bows, and Blooms“Bridgerton” actresses Hannah Dodd and Claudia Jessie star in the brand’s “Rules to Love By” campaign.
Events & AwardsJan 08, 2026
Ana Khouri To Receive 2026 Gem Award for High Jewelry ExcellenceFounded by jeweler and sculptor Ana Khouri, the brand is “expanding the boundaries of what high jewelry can be.”
TrendsJan 08, 2026
Stuller’s Color of the Year Is a Stark Contrast to Pantone’s WhiteThe jewelry manufacturer and supplier is going with a fiery shade it says symbolizes power and transformation.
CollectionsJan 08, 2026
Gracie Abrams To Front New Chanel Jewelry CampaignThe singer-songwriter will make her debut as the French luxury brand’s new ambassador in a campaign for its “Coco Crush” jewelry line.
MajorsJan 08, 2026
Diamond Council of America Names New Board DirectorsThe nonprofit’s new president and CEO, Annie Doresca, also began her role this month.
ColumnistsJan 07, 2026
Peter Smith: Physical Retail—The Beginning or the End?As the shopping mall model evolves and online retail grows, Smith shares his predictions for the future of physical stores.
Events & AwardsJan 07, 2026
Melee Adds 13 New Designers to NYC ShowThe trade show is slated for Jan. 31-Feb. 2 at The Lighthouse in New York City's Chelsea neighborhood.
TrendsJan 07, 2026
Amanda’s Style File: Go for GarnetJanuary’s birthstone comes in a rainbow of colors, from the traditional red to orange, purple, and green.
SourcingJan 07, 2026
Diamonds Do Good Releases 2025 Impact ReportThe annual report highlights how it supported communities in areas where natural diamonds are mined, crafted, and sold.
CrimeJan 06, 2026
2 Jewelers Arrested After TraxNYC Diamond District BrawlFootage of a fight breaking out in the NYC Diamond District was viewed millions of times on Instagram and Facebook.
MajorsJan 06, 2026
Rio Grande Says These Are the Top Personalization Tools for 2026The supplier has a curated list of must-have tools for jewelers doing in-house custom work this year.
MajorsJan 06, 2026
Zales Tests Out A New LookThe Signet Jewelers-owned store, which turned 100 last year, calls its new concept stores “The Edit.”
MajorsJan 06, 2026
LeachGarner Appoints New Director of SalesLinda Coutu is rejoining the precious metals provider as its director of sales.
SourcingJan 06, 2026
AGA Announces 2026 BoardThe governing board welcomed two new members, Claire Scragg and Susan Eisen.
TrendsJan 05, 2026
Amanda’s Style File: New Year’s EditionSparkle with festive diamond jewelry as we celebrate the beginning of 2026.
IndependentsJan 05, 2026
Jeweler Ben Nighthorse Campbell Dies at 92The master jeweler, Olympian, former senator, and Korean War veteran founded the brand Nighthorse Jewelry.
TrendsJan 05, 2026
Pinterest 2026 Trend Report: Brooches, Bold Gold, Cool BlueIn its annual report, Pinterest noted an increase in searches for brooches, heirloom jewelry, and ‘80s luxury.
MajorsJan 02, 2026
Marc Metrick Out as CEO of Saks Global Executive Chairman Richard Baker will take over the role as rumors swirl that a bankruptcy filing is imminent for the troubled retailer.
