Hopeless romantics in the US are spending increasing amounts on jewellery, according to a new report, with platinum one of the big potential winners.

Research from the National Retail Federation (NRF) shows that 14.6 per cent of consumers are planning to buy jewellery for their loved ones ahead of Valentine's Day.

If you're wondering what the American man in you life has got you this year, there's more than a one in five chance it's jewellery, with 22.4 per cent of men making a jewellery purchase, up from 18.1 per cent last year.

Men are the big spenders on jewellery gifts at an average of £78, while women hold back, forking out an average of £39.

Last year one US-based firm sought to exploit platinum's popular appeal in one of the more unusual Valentine's Day jewellery gifts on offer - real long-stem roses and orchids in a coating of platinum.

Platinum's status as an emerging choice of bridal jewellery may also boost its Valentine's performance, particularly on the back of the December launch of Platinum Guild International's "Your Love Has Just Gone Platinum" promotion.

The online shopping marketplace has become an increasingly popular site for jewellers, with Amazon recently announcing that its fourth quarter jewellery sales have risen by over 100 per cent on last year's figures.

Valentine's Day is estimated to be worth around £40 million in the UK.


Ÿ Adfero Ltd