A new Natural Diamond Council (NDC) Trends 2025 Overview, prepared with Tenoris, highlights Valentine’s Day as a major retail driver for natural diamond jewellery in the United States, accounting for roughly 7% of yearly demand.
The study analysed over four million purchase transactions recorded at approximately 2,500 independent jewellery retailers. It shows the February occasion standing alongside the year-end holiday period and Mother’s Day as one of the three most influential sales windows for the category. Combined, these seasonal moments represent nearly half of all annual natural diamond jewellery purchases.
Consumer preferences during the Valentine’s period remain largely classic. In the week leading up to the holiday, jewellery sold averaged 0.59 carats in total weight, with round brilliant cuts continuing to dominate. Non-bridal rings recorded the strongest sales, pointing to both gifting purchases and self-buying rather than only engagement-related shopping.
Proposals still play a notable role. The report estimates that almost half of engagements occur between November and February, placing Valentine’s Day at the tail end of peak proposal season and reinforcing its position as a premium jewellery buying window.
A separate consumer survey conducted in January further underlined demand, revealing that one in four American shoppers intends to purchase jewellery for Valentine’s Day. Spending for the category is projected to reach about $7 billion, making jewellery the largest gifting segment for the occasion.