Valentine’s Day

Reflection in window of couple embracing on Valentine's Day with red heart-shaped balloons

Valentine’s Day

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. 

Is love still in the air?

Three ways consumers’ attitudes toward Valentine’s Day are changing

Ten years ago, more than 60 percent of adults planned to celebrate but today that’s dropped to just over half. Nonetheless, spending continues to rise and is projected to top $20 billion this year.

 
a man and a woman stand in the kitchen to prepare food
 
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.

 
a box of chocolates and other wrapping materials
 
Couple on a romantic dinner date together with wine and food
 
Want more data?
Dig deeper into the numbers for demographic breakdowns of celebration and spending plans.
 

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