Consumer spending for Valentine’s Day in the United States is projected to reach a record $29.1 billion this year, according to an annual survey by the National Retail Federation and Prosper Insights & Analytics. This figure represents a 5.8% increase from last year’s $27.5 billion.
The average shopper plans to spend $199.78 on gifts, up from $188.81 last year and exceeding the previous high of $196.31 set in 2020.
More than half of consumers (55%) say they will celebrate Valentine’s Day this year. Among those celebrating, 83% intend to buy a gift for a significant other, with total spending on romantic partners expected to reach $14.5 billion.
Additionally, 58% plan to purchase gifts for family members such as children, parents or siblings, accounting for $4.5 billion in anticipated spending.
One-third of consumers (33%) are planning gifts for friends ($2.4 billion). Twenty-seven percent will buy gifts for their children’s classmates and teachers ($2.2 billion), while 21% plan purchases for co-workers ($1.7 billion).
A record 35% of consumers also plan to buy Valentine’s Day gifts for pets this year, with total spending expected at $2.1 billion, up from $1.7 billion in 2025.
Candy remains the most popular gift choice, with 56% planning such purchases. Other leading categories include flowers (41%), greeting cards (41%), an evening out (39%), and jewelry (25%). Jewelry is expected to account for the highest category spend at $7 billion, followed by evenings out at $6.3 billion, clothing at $3.5 billion and flowers at $3.1 billion.
Online shopping continues as the top destination for Valentine’s Day purchases (38%), ahead of department stores (35%), discount stores (30%), and specialty stores (21%).
Among those not celebrating Valentine’s Day directly, nearly one-third (31%) still plan to observe the occasion through activities like self-care or gatherings with friends and family.
The survey included responses from 7,791 adults about their shopping plans between January 2-8 and has a margin of error of plus or minus 1.1 percentage points.
