Jewelry is appearing on more consumer wish lists this year, according to the National Retail Federation’s 2010 Holiday Consumer Intentions and Actions Survey, conducted by BIGresearch.

The study found that 23 percent of people will ask for jewelry this year, a 10 percent jump from last year’s 20.8 percent.

It also found that overall spending on gifts is expected to rise 2.1 percent from last year, which is in line with NRF’s 2010 holiday forecast.

“As Americans open up their wallets for more discretionary gifts like jewelry or take advantage of sales to buy for themselves, retailers will begin to truly believe that the worst may be behind them,” said NRF president and CEO Matthew Shay. “Consumers will still shop with the economy in the back of their minds, but we’re starting to see shoppers take baby steps toward a new normal.”

The NRF’s numbers somewhat contradict other recent surveys, though those generally involved affluent consumers.

Full survey results can be seen here.

JCK