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Jewelry Projected to Lead Valentine’s Day Spending with Record $7 Billion February 12, 2026 (0 comments)
Washington, DC--Jewelry is expected to command the largest share of consumer wallets this Valentine's Day, totaling a record $7 billion in spending, according to the annual survey released by the National Retail Federation (NRF) and Prosper Insights & Analytics.
[Image via iStock.com/LuigiMorbidelli]
While the survey indicates that candy remains the most popular gift by volume (56% of consumers), jewelry leads significantly in total dollar value. Approximately 25% of shoppers plan to purchase jewelry this year, driving the category to outpace other top gifts, including "an evening out" ($6.3 billion), clothing ($3.5 billion), and flowers ($3.1 billion).
This surge in jewelry spending contributes to a projected all-time high for the holiday, with total consumer spending expected to reach $29.1 billion—surpassing the previous record of $27.5 billion set in 2025. The average shopper is budgeting $199.78 for the occasion, up from $188.81 last year.
"Much of that growth is driven by middle- and high-income shoppers who are expanding their gift lists," said NRF Vice President of Industry and Consumer Insights Katherine Cullen, noting the broad resonance of the holiday across different demographics.
Read the NRF report here.