Kasia Davies
Research expert covering global shopping behavior market
Valentine's Day in the U.S. - statistics & facts
Valentine’s Day spending is set to reach record breaking highs this year with U.S. consumers expected to spend around 27.5 billion U.S. dollars on the event. The holiday is celebrated every year on February 14 and is widely considered the most romantic holiday of the year. Although the holiday’s roots are ancient and related to a Christian martyr, Saint Valentine of Rome, in today’s world, it is a celebration of love: both romantic love between partners, and platonic love between friends and family. On this day, children in the United States typically distribute Valentines cards and candy to their classmates and couples plan a romantic date night for the occasion.
When asked whether they were planning to celebrate Valentine’s Day this year, around 56 percent of adults in the United States said they would, making it one of the more divisive holidays. What's more, Americans seemingly became less likely to celebrate the event in recent years compared to the late 2000s and early 2010s.
Although Valentine’s Day remains a staple in the retail calendar with many companies bringing out Valentine’s editions of various products. The feeling among the general population is that they do not enjoy Valentine’s Day more than any other normal day. So whether this occasion will continue to be celebrated in way that it used to be, is something that will remain to be seen.
Valentine’s Day expenditure
In 2025, the total predicted expenditure translates to an estimated average spend of just almost 189 U.S. dollars per capita. That year, a large portion of the country’s Valentine’s Day sales were set to be attributed to romantic outings and jewelry. When it came to how much people were spending on gifts such as these, around a fifth of people were prepared to spend between 50 and 100 U.S. dollars on a gift for their special someone.Romance versus rising prices
As of early 2022, consumer behavior shifted somewhat compared to before as a result of global inflation issues. This increase in consumer good prices came about due to several contributing factors, including the COVID-19 pandemic, and its ensuing supply problems, as well as Russia's invasion of Ukraine. From focusing on buying necessities only to putting off buying gas, consumers around the world and in the United States have been paying close attention to their spending habits as of late. When asked they would keep Valentine's Day spending costs down in 2025, about half of U.S. consumers said they intended to look for lower cost gifts. Roughly 40 percent of respondents explained that they would be opting for a nice home-cooked meal instead of dining out.Although Valentine’s Day remains a staple in the retail calendar with many companies bringing out Valentine’s editions of various products. The feeling among the general population is that they do not enjoy Valentine’s Day more than any other normal day. So whether this occasion will continue to be celebrated in way that it used to be, is something that will remain to be seen.
