U.S. Valentine's Day Spending Hits Record $29.1 Billion

Americans are projected to spend a record $29.1 billion on Valentine's Day this year, up from $27.5 billion in 2025, according to estimates from the National Retail Federation based on a survey of 7,800 U.S. adults conducted in early January 2026. The holiday, observed on February 14, continues to drive significant consumer activity despite rising costs and growing sentiments that it has become overly commercialized.

The NRF forecast indicates that 55 percent of U.S. adults plan to celebrate, with an average per-person expenditure of $200, an increase from $189 the previous year. Candy tops the list of intended purchases, cited by 56 percent of respondents, followed by greeting cards and flowers at 41 percent each. Beyond romantic partners, 58 percent expect to buy gifts for family members such as children, parents or siblings, while 35 percent plan to treat their pets. This spending surge aligns with broader holiday patterns, where Valentine's Day ranked among the top events for consumer outlays last year, trailing only Easter in average per-person costs.

However, economic pressures are tempering enthusiasm for some. A study from Savings.com found that one in four Americans...