Valentine’s Day continues to rank among the most important retail periods for natural diamond jewellery, contributing about 7% of annual demand in the US, according to the Natural Diamond Trends: 2025 Overview Report released in partnership with Tenoris.

The findings, based on more than four million transactions tracked across 2,500 speciality jewellers, place Valentine’s Day alongside the year-end Holiday Season (30%) and Mother’s Day (9%) as one of the three key sales anchors for the category. Together, these occasions account for a significant share (46%) of yearly purchases.

Purchasing patterns around the Valentine’s holiday remain traditional. The average total carat weight of jewellery sold in the week preceding Valentine’s Day was 0.59 carat, with round brilliants the most preferred shape. Non-bridal rings led sales, indicating a mix of gifting and self-purchase behaviour beyond engagement jewellery.

Engagements also contribute materially to volumes. The report notes that 47% of couples become engaged between November and February, positioning Valentine’s Day at the close of the peak proposal season and reinforcing its role as a high-value buying window.

Separately, a January consumer survey referenced in the study found 25% of US shoppers plan to buy jewellery for Valentine’s Day, with spending projected at $7 billion, making jewellery the largest category for the occasion.