Insight Flash: Leveraging CE data to Examine How Valentine’s Day Affects Jewelry Sales 

Data is our love language, and CE spending data reveals which brands are most dependent on Valentine’s Day for a sales boost, with notable takeaways for luxury vs. non-luxury retailers. In addition, we leverage our Cohort data to uncover which brands have the most loyal customers.

Analyzing Luxury vs. Non-Luxury Jewelry Spending

As Valentine’s Day approaches in the US, CE data reveals how different jewelry retailers depend on the holiday for sales.  Overall, the market for luxury jewelry has been growing over the past couple months in the US, while non-luxury brand spend growth has been slowing as macroeconomic headwinds pressure consumer wallets.

Jewelry Brand Sales by Month

Non-luxury brands like James Allen (SIG), Blue Nile (SIG) and Jewelry Television are more dependent on the January and February Valentine’s Day bump of sales, recording more than 18% of their annual sales in those two months. Luxury brands like Cartier (CFR-SW) and David Yurman, on the other hand, generate only about 14% of their annual sales in the first two months of the year, suggesting they are more dependent on year-round shoppers. For non-luxury retailers, the dependence on a particular holiday makes the upcoming Valentine’s Day data all the more important to monitor.

YoY Customer Loyalty and Retention by Jewelry Brand

In addition to being more year-round shoppers, customers buying luxury jewelry appear to be more brand loyal than those buying non-luxury pieces.  Looking at annual shopping retention for the largest jewelry brands, lower-ticket Pandora (PNDORA-DC) is most successful at bringing back shoppers annually, bringing back over 20% and 25% of shoppers in 2022 and 2023 for another purchase.  However, this retailer seems to be an outlier, as luxury brands generally have better retention rates than their non-luxury peers.  This trend suggests that non-luxury shoppers are more willing to switch retailers, while luxury jewelry customers will stay with their original brand, possibly as the higher priced retailers offer an experience that exceeds the pieces purchased.  

After the gifts are opened and the chocolate is devoured, we’ll take a look at how Valentine’s Day 2024 consumer spending affected jewelry brands if consumers’ loyalty and willingness to indulge hold up with spending seasonality.


Consumer Edge is the leading provider of alternative data for consumer spending behavior, and the only provider of global revenue signals. If you’d like to benefit from using Transact US or other products for jewelry, retail, and other industry data year-round to track trends and market hits like these, reach out to insights@consumer-edge.com.

About the Authors

Katherine Bjorkman is the Director of Insights for the CEIC. Explore more of her insights here and follow her on LinkedIn.

Rachel Zucker is an Insights Analyst for the CEIC. Follow her on LinkedIn.