NRF has been conducting its annual Valentine's Day consumer spending survey since 2004 to gauge how Americans plan to celebrate this special day with their loved ones.
Fewer consumers celebrating Valentine’s Day but spending is up
Average spending on Valentine’s Day is expected to be a record $161.96 this year despite fewer people celebrating the holiday. That’s a total of $20.7 billion as consumers buy more cards and candy for friends, family, co-workers – and pets.
Historical highlights
- 2018: Consumers will spend near-record $19.6 billion on Valentine’s Day
- 2017: Consumers plan to spend $18.2 billion on Valentine’s Day
- 2016: Dinner and a movie, flowers and jewelry bring Valentine's Day spending to record high
- 2015: Cupid to shower Americans with jewelry, candy this Valentine's Day
Results of the Valentine's Day consumer spending survey are released each year prior to the holiday.
More on consumer trends
2018 holiday sales grew 2.9 percent amid turmoil over trade policy and delay in data collection
Holiday retail sales in 2018 grew 2.9 percent to $707.5 billion.
Read more
Is love still in the air?
Three ways consumers’ attitudes toward Valentines’ Day are changing.
Read more
Fewer consumers celebrating Valentine’s Day but those who do are spending more
Americans are expected to spend a record amount this year.
Read more
Consumer View Winter 2019
How retailers’ strategies around technology, fulfillment and store experience played out over the past year.
Read more
Naughty or nice: 3 things to know about fraud during the holiday season
Retailers expect an average 11 percent of purchases made during the 2018 holiday season to be returned.
Read more