“Valentine’s Day is a cherished holiday that resonates with many Americans, as seen with expected record-breaking spending this year.”
WASHINGTON – Consumer spending on Valentine’s Day is expected to reach a record $29.1 billion, according to the annual survey released today by the National Retail Federation and Prosper Insights & Analytics. The amount surpasses the previous record of $27.5 billion in 2025. Shoppers are budgeting a record $199.78 on average for gifts, an increase from $188.81 last year and surpassing the previous record of $196.31 set in 2020.
“Valentine’s Day is a cherished holiday that resonates with many Americans, as seen with expected record-breaking spending this year,” NRF Vice President of Industry and Consumer Insights Katherine Cullen said. “Much of that growth is driven by middle- and high-income shoppers who are expanding their gift lists to include friends, co-workers and even pets in addition to loved ones.”
Over half (55%) of consumers plan to celebrate Valentine’s Day this year. Most of those celebrating (83%) plan to purchase a gift for a significant other, with spending on gifts for romantic partners expected to reach $14.5 billion. An additional 58% plan to purchase gifts for other family members such as kids, parents or siblings, for a total of $4.5 billion in expected spending.
Outside of significant others and family members, one-third (33%) of consumers plan to purchase gifts for friends ($2.4 billion). Another 27% will purchase gifts for their children’s classmates and teachers ($2.2 billion), while 21% will buy gifts for co-workers ($1.7 billion).
Additionally, a record 35% of consumers plan to purchase Valentine’s Day gifts for their pets this year, totaling $2.1 billion up from $1.7 billion in 2025.
“Valentine’s Day underscores the value of relationships, and for many people, the connection they share with their pets is an important one,” Prosper Insights & Analytics Executive Vice President of Strategy Phil Rist said. “Whether it’s a dog, cat or other animal, consumers are looking to celebrate their pets this Valentine’s Day with a special toy, accessory or treat.”
Candy remains the most popular Valentine’s Day gift, with 56% of consumers planning to purchase candy. Other top gifts include flowers (41%), greeting cards (41%), an evening out (39%) and jewelry (25%). However, shoppers are expected to spend the most — a total of $7 billion — on jewelry, followed by $6.3 billion on an evening out, $3.5 billion on clothing and $3.1 billion on flowers.
In line with recent years, the top shopping destination remains online (38%), followed by department stores (35%), discount stores (30%) and specialty stores (21%).
For those who are not planning on celebrating Valentine’s Day, nearly one-third (31%) still plan to mark the occasion in some way. Popular activities include splurging on a gift or self-care, or planning a get-together or outing with friends and family members.
The survey asked 7,791 adult consumers about their Valentine’s Day shopping plans. It was conducted Jan. 2-8 and has a margin of error of plus or minus 1.1 percentage points.
As the leading authority and voice for the retail industry, NRF provides data on consumer behavior and spending for key periods such as holidays throughout the year.
About NRF
The National Retail Federation passionately advocates for the people, brands, policies and ideas that help retail succeed. From its headquarters in Washington, D.C., NRF empowers the industry that powers the economy. Retail is the nation’s largest private-sector employer, contributing $5.3 trillion to annual GDP and supporting more than one in four U.S. jobs — 55 million working Americans. For over a century, NRF has been a voice for every retailer and every retail job, educating, inspiring and communicating the powerful impact retail has on local communities and global economies. nrf.com
About Prosper Insights & Analytics
Prosper Insights & Analytics is a global leader in consumer intent data serving the financial services, marketing technology, and retail industries. We provide global authoritative market information on U.S. and China consumers via curated insights and analytics. By integrating a variety of data including economic, behavioral and attitudinal data, Prosper helps companies accurately predict consumers’ future behavior to help identify market behaviors, optimize marketing efforts, and improve the effectiveness of demand generation campaigns. https://prosperinsights.com/
