Romance & Receipts: Valentine’s Day Spending 2025
Love is in the air — and so is spending. As Valentine’s Day approaches, Americans are opening their wallets for everything from roses and fine dining to jewelry and weekend getaways. But how much are they really spending, and how does it compare to last year? With inflation still potentially a factor, some may be splurging while others scale back. Whether you’re planning a grand romantic gesture or just curious about the trends, we’re breaking down the numbers behind Valentine’s Day spending this year.
According to the National Retail Federation (NRF), Valentine’s Day spending is set to hit an all-time high this year, with consumers expected to spend a record $27.5 billion, up from $25.8 billion in 2024. The average shopper plans to spend $188.81, slightly higher than last year’s $185.81.
More people are getting into the Valentine’s Day spirit this year, with 56% planning to celebrate, up from 53% in 2024. Men, in particular, are driving the increase, with 55% saying they’ll participate — continuing to outspend women by nearly double, according to Capital One research.
Despite strong spending trends, inflation could play a role in whether consumers choose to splurge or scale back. This research also notes that while over 140 million Americans shopped for Valentine’s Day in 2024, participation has steadily declined, with just 53% of U.S. adults celebrating last year — a nearly 16% drop since 2009.
According to the NRF, candy, flowers, and greeting cards remain top gift choices, while experiences like a special night out (35%) and jewelry (22%) are also popular. Spending on significant others is expected to hit a record $14.6 billion, highlighting the continued importance of meaningful gifts.
But it’s not just about romance, more people are buying gifts for friends (32%), coworkers (19%), and even pets (32%), proving that love comes in all forms. Even those skipping traditional celebrations are finding ways to mark the occasion, whether by treating themselves, spending time with friends or planning a fun night out.
We hope you celebrate Valentine’s Day in a way that’s meaningful to you! For more insights on holiday spending, market trends, and the latest in financial news, be sure to subscribe to VestED!
