Jewellery is expected to command the highest share of Valentine’s Day spending in the US this year, with consumers projected to spend $7 billion on jewellery alone, according to the National Retail Federation (NRF) and Prosper Insights & Analytics.
Overall, Valentine’s Day spending is forecast to reach a record $29.1 billion in 2026, up from $27.5 billion last year. Average spending per shopper is expected to rise to $199.78. About 25% of consumers plan to buy jewellery ($7 billion), making it the category with the highest total value, ahead of evenings out ($6.3 billion), clothing ($3.5 billion) and flowers ($3.1 billion).
Spending on gifts for romantic partners is estimated at $14.5 billion, with jewellery remaining a preferred choice for significant others. Middle- and high-income consumers are driving growth, as gift-giving extends beyond partners to family, friends and even pets.
More than half of US consumers plan to celebrate Valentine’s Day this year. Online shopping leads purchasing channels, followed by department and specialty stores. The survey was conducted among 7,791 adults between 2 and 8 January, with a margin of error of ±1.1%.