Men are far more courageous on Valentine's Day than on Christmas, said Jewelry Bench store clerk Pam Walsh.
Husbands and boyfriends are often timid in a jewelry store, but for one day out of the year they see what they like and purchase it, even if it is slightly over budget.
Men were the biggest spenders, according to the National Retail Federation's Valentine's Day survey. The average male will have spent $135.67, almost double the $68.64 that the average female will spend.
More men stopped at jewelry stores this year, compared to last year. This year, 22 percent of men purchased jewelry for Valentine's Day, compared to 18 percent in 2005.
Jewelry Bench co-owner Michele Rubsam said there is an economic reason.
"During Christmas, you have so many other people to buy for, but Valentine's Day you only have one sweetheart," she said. "It's a day dedicated to the one you love and care about."
She sells diamond rings and necklaces, pearls and jewelry with red, pink and purple accents. Rubsam keeps a variety of pieces in stock, from the more affordable $69 necklaces to an extravagant $10,000 two-carat diamond heart pendant.
This is also the time of year for diamond upgrades, which is a popular choice for married couples.
Middle-aged consumers were the most generous on Valentine's Day, spending more than any other category this year. According to the retail federation, consumers aged 45-54 will spend $128.78 each, up from $118.11 the previous year.
In some cases, it's the woman that initiates the jewelry purchase.
"I had a longtime customer come in on Friday who bought her husband a ring," said Carson Jewelry & Loan co-owner Necia Turek. "She saw a tennis bracelet she liked and told me to call her husband and ask him to get it for her."
His response to Turek's phone call: "That was easy."
-- Contact reporter Becky Bosshart at bbosshart@nevadaappeal.com or 881-1212.