Valentine's Day Spending Hits New Heights: What America's Really Investing in Love

How much does America spend on Valentine’s Day? The answer might surprise you. With consumers projected to shell out $25.9 billion this year compared to $23.9 billion just twelve months ago, the holiday has become a major commerce event that defies economic headwinds.

The Numbers Behind the Romance

More than half of all Americans—52% to be exact—are planning to participate in Valentine’s Day celebrations, and they’re not holding back on their wallets. The typical participant expects to spend $192.80, a noticeable jump from the $175.41 average seen in 2022. This upward trend in how much the average American spends on Valentine’s Day reflects a broader consumer mindset focused on experiences and meaningful gifts despite inflationary pressures.

What’s particularly interesting is where the spending increase is concentrated. While expenditures on significant others and family members remained relatively flat at around $131, Americans are dramatically increasing their spending on secondary recipients. Gifts for friends, colleagues, classmates, teachers, and even pets jumped from $38.36 to $52.65—a 37% increase.

Age matters significantly when examining spending patterns. The 35-to-44 demographic emerges as the most generous age group, planning to invest an average of $335.71—nearly double the typical consumer’s budget.

What America Buys

Candy remains the undisputed champion of Valentine’s Day gifts at 57% adoption, followed by greeting cards (40%) and flowers (37%). The financial commitment to certain categories is staggering: Americans anticipate spending over $5.5 billion on jewelry alone and approximately $4.4 billion on dining experiences.

One notable shift: experiential gifts are gaining traction. A third of participants now plan to gift experiences rather than physical items, up from 26% the previous year. Evening outings claim 32% of shoppers’ plans, reflecting a cultural preference for memory-making over material consumption.

Shopping Destinations Matter

Online retailers dominate at 35% of Valentine’s purchases, practically tied with traditional department stores at 34%. Discount retailers (31%) and specialty shops (18%) round out the preference hierarchy. This distribution shows how Valentine’s shopping has become an omnichannel exercise.

Stretching Your Budget Without Sacrificing Sentiment

Smart shoppers know timing and location are everything. Purchase candy on Valentine’s Day itself—pharmacy chains and big-box retailers slash prices dramatically on the actual holiday as they race to clear inventory. Dollar stores offer greeting cards for $1 to $1.25, significantly undercutting mall prices.

For floral arrangements, explore Whole Foods’ $24.99 two-dozen rose deals or Costco’s competitive pricing. DIY enthusiasts can construct custom bouquets by mixing stems in their recipient’s favorite colors while minimizing rose usage—the real cost drivers in any arrangement.

The bottom line: Americans continue to embrace Valentine’s Day spending at record levels, but strategic shopping and tactical timing can deliver premium experiences without premium price tags.