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NRF Survey: U.S. Valentine's Day Jewelry Sales May Improve

One in 10 Adults Chose Jewelry

Jan 26, 2015 12:33 PM   By Jeff Miller
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RAPAPORT...  With Valentine's Day falling on a Saturday this year, U.S. retailers could see a slight bump up in consumer spending, according to a survey conducted by the National Retail Federation (NRF) and Prosper Insights & Analytics. Nearly 55 percent of U.S. adults plan on celebrating the February 14 occasion this year, up one percentage point compared with 2013, and the average spending on gifts, cards, jewelry and dining out came to $142.31, with the average for men at $190.53 and the average for women at $96.58.  

Of those who celebrate Valentine's Day, 21.1 percent plan to make a jewelry gift purchase, with the average amount expected at $172.38, up $10  from one year ago, with total spending expected to be $4.8 billion. However, the survey observed  that only 11.9 percent of  shoppers expected to visit a jewelry store to make a purchase.  Top gift-buying destinations included the Internet (25.1 percent), discount stores (35.2 percent) and department stores (36.5 percent). 

Aside from jewelry, most popular gifts this year were very similar to those cited in previous surveys:  candy, according to 53.2 percent of respondents spending an estimated $1.7 billion;  greeting cards, base don 51.4 percent of respondents spending an estimated $1.5 billion;   flowers per 37.8 percent of respondents spending an estimated $2.1 billion  and an evening out, based on 35.1 percent of respondents spending an estimated $3.6 billion. 
“It’s encouraging to see consumers show interest in spending on gifts and Valentine’s Day-related merchandise -- a good sign for consumer sentiment as we head into 2015,” said NRF's president and CEO, Matthew Shay. “Hoping to draw in eager shoppers, retailers will offer unique promotions on gifts, meal options at restaurants and even experiences.”

Pam Goodfellow, Prosper's principal analyst, said, “It’s great to see consumers coming out of their shell this year, looking to spend discretionary budgets on those they love once again, though I fully expect many to continue to look for ways to cut costs where they can. While many will splurge, some will still look for simple and affordable ways to show their appreciation for friends and family and celebrate in a way they are most comfortable with.”

The group observed that  25 to 34 year olds  will outspend other age groups at an average of $213.04, while 35 to 44 year olds will spend an average of $176.21 and 18 to 24 year olds will spend an average of $168.95.


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Tags: Consumer Spending, Jeff Miller, Jewelry, NRF, Shopping, Valentine's Day
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