Consumers are set to spend a record $27.5 billion on Valentine's Day this year, according to a survey by the National Retail Federation and Prosper Insights & Analytics. This figure surpasses last year's $25.8 billion and exceeds the previous high of $27.4 billion in 2020. Shoppers intend to spend an average of $188.81, up from $185.81 in 2024.
"Whether they are celebrating a significant other or someone else in their lives, Valentine’s Day is meaningful for many people," said Katherine Cullen, NRF Vice President of Industry and Consumer Insights. "Consumers are looking for special ways to treat their loved ones and can expect retailers to provide the best gift options and deals."
More than half (56%) of consumers plan to celebrate Valentine's Day this year, an increase from 53% in 2024. Men show a higher inclination towards participation, with 55% planning to engage in festivities compared to 51% last year.
Popular gifts include candy (56%), flowers (40%), greeting cards (40%), an evening out (35%), and jewelry (22%). In these categories, Americans plan to allocate $6.5 billion for jewelry, $5.4 billion for an evening out, $2.9 billion for flowers, $2.5 billion for candy, and $1.4 billion for greeting cards.
Spending on significant others is anticipated to reach a new peak of $14.6 billion, up from last year's record of $14.2 billion. Gifts for family members are expected to total $4.3 billion, aligning with the 2020 record of $4.2 billion.
A notable rise is seen among those purchasing gifts for friends—32%, up from 28% last year—the highest recorded by the survey so far. Additionally, 19% plan gifts for co-workers, increasing from 16% in 2024; another record statistic reflects that gift-giving intentions remain steady at 32% when it comes to pets.
The primary shopping destination continues to be online at 38%, followed by department stores at 34%, discount stores at 29%, and florists or specialty stores both at 18%.
For those not observing Valentine's Day traditionally, around 28% still intend to mark it through self-treats or social gatherings with single friends or family members.
The survey encompassed responses from 8,020 adult consumers regarding their Valentine's shopping plans between January 2-7 with a margin of error of ±1.1 percentage points.
