BBB Offers Tips to Avoid Costly Jewelry Mistakes This Valentine's Day

Consumers should be cautious when shopping for jewelry ahead of the holiday.

Published on Feb. 10, 2026

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The Better Business Bureau is warning consumers to be wary of jewelry purchases this Valentine's Day, as Americans are expected to spend a record $7 billion on jewelry alone. Sheri Sword from the BBB provided tips to help shoppers avoid costly mistakes when buying jewelry for their loved ones.

Why it matters

With so much money being spent on jewelry for Valentine's Day, it's important for consumers to be informed and protected from potential scams or low-quality products. The BBB is offering guidance to help ensure people get the best value and quality when purchasing jewelry this holiday season.

The details

The BBB is advising consumers to research jewelry retailers, get items appraised, and be cautious of deals that seem too good to be true. They also recommend paying with a credit card for added protection, and to keep all receipts and paperwork in case issues arise with the purchase.

  • Valentine's Day is on February 14, 2026.

The players

Sheri Sword

A representative from the Better Business Bureau who provided tips to consumers about buying jewelry for Valentine's Day.

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What they’re saying

“Valentine's Day spending isn't just rising, it's shining.”

— Sheri Sword, BBB Representative (dayton247now.com)

What’s next

The BBB recommends that consumers continue to research jewelry retailers and stay vigilant for potential scams or low-quality products in the lead-up to Valentine's Day.

The takeaway

With Americans expected to spend a record amount on jewelry this Valentine's Day, it's crucial for consumers to be informed and protected when making these purchases. The BBB's guidance can help ensure people get the best value and quality when buying jewelry for their loved ones.