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.
Consumers plan to increase Valentine’s Day spending to nearly $26 billion
More than half (52%) of consumers plan to celebrate and will spend an average of $192.80. This is up from $175.41 in 2022, and the second-highest figure since NRF and Prosper started tracking Valentine’s Day spending.
Want more data?
Dig deeper into the numbers for demographic breakdowns of celebration and spending plans.
Historical highlights
- 2022: Americans to spend $23.9 billion on Valentine’s Day this year
- 2021: Valentine's Day spending
- 2020: Confident consumers and broader buying lead to record Valentine's Day spending plans
- 2019: Fewer consumers celebrating Valentine’s Day but those who do are spending more
- 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
The company helping major retailers become major re-sellers
Trove Founder and CEO Andy Ruben on the sustainability system that brings consumers back.
Read more
How 2020 was a banner year for retail against all odds
2020 retail holiday and annual sales increased over 2019, but while some sectors grew, others struggled.
Read more
How next-gen tech solves today’s challenges
NRF 2021 – Chapter 1: Retail innovators from Allbirds, Endear and Shopify discuss what’s working and what’s not.
Read more