Women Favor Jewelry for Valentine’s Day—But Aren’t All Getting It

Nearly one-third of women (29 percent) would choose jewelry if they could receive only one gift for Valentine’s Day this year, according to a new survey by Sentient Decision Science for Sears.  

Ranking second to jewelry were the other Valentine’s Day staples, flowers or chocolate, favored by 20 percent. Some 9 percent of women preferred perfume, and only 8 percent said the “latest technology product.”

Yet, despite this preference, another survey predicts that not every woman will receive the jewelry she wants on Feb. 14.

According to the American Express Spending & Saving Tracker, 29 percent of consumers are giving flowers for Valentine’s Day this year, with 19 percent giving gift cards, and only 15 percent giving jewelry.

Other data of interest of jewelers:

  • Regarding engagement rings, 26 percent of single consumers feel between $2,000 and $4,999 is an appropriate amount to spend. Some 22 percent feel the price range should be even lower—between $1,000 and $1,999. Another 21 percent said less than $500, and 17 percent said between $500 and $999. On the high end, some nine percent cited $5,000 to $9,999 as an appropriate price point, but only five percent said more than $10,000. All in all, the average price cited was $2,284.
  • The overall amount of gift-giving will increase this year, the survey said, with 54 percent saying they plan to give a Valentine’s Day gift in 2012, versus 41 percent in 2011. The survey predicts overall Valentine’s Day spending will rise 8 percent.
  • Four million consumers expect to propose, or be proposed to, over Valentine’s Day. Additionally, 14 million Americans expect a proposal at some point in 2012.
  • The Decision Science survey found a difference in perception among the sexes about how much thought goes into Valentine’s Day gifts. While 61 percent of men admit they have given a Valentine’s Day gift that had no thought behind it, nearly eight in 10 women said they have received a gift that appeared to have no thought behind it.