Consumer spending on Valentine’s Day in the United States is projected to reach $29.1 billion this year, according to a survey released by the National Retail Federation and Prosper Insights & Analytics. This figure represents a 5.8% increase over last year’s $27.5 billion.
The average shopper plans to spend $199.78 on gifts, up from $188.81 in the previous year and exceeding the previous record of $196.31 set in 2020.
According to the survey, 55% of consumers intend to celebrate Valentine’s Day this year. Among those celebrating, 83% plan to purchase a gift for a significant other, with total spending for romantic partners expected at $14.5 billion.
Additionally, 58% of respondents will buy gifts for family members such as children, parents, or siblings, contributing to an anticipated $4.5 billion in spending.
About one-third (33%) expect to buy gifts for friends ($2.4 billion), while 27% will purchase gifts for their children’s classmates and teachers ($2.2 billion). Another 21% plan purchases for co-workers ($1.7 billion).
A record number—35%—plan to buy Valentine’s Day gifts for pets this year, amounting to $2.1 billion compared with $1.7 billion in 2025.
Candy remains the most common gift choice; 56% of consumers said they would purchase it this holiday season. Other leading categories include flowers (41%), greeting cards (41%), evenings out (39%), and jewelry (25%). However, jewelry is expected to draw the highest expenditure at $7 billion overall, followed by evenings out at $6.3 billion, clothing at $3.5 billion, and flowers at $3.1 billion.
Online shopping continues as the preferred channel for many consumers (38%), followed by department stores (35%), discount stores (30%), and specialty shops (21%).
For those not celebrating Valentine’s Day directly, nearly one-third (31%) still intend to mark the day through activities like self-care or gatherings with friends and family.
The survey included responses from 7,791 adults between January 2-8 and has a margin of error of plus or minus 1.1 percentage points.
