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WASHINGTON — Americans are set to spend a record $27.5 billion on Valentine’s Day this year, according to a survey released today by the National Retail Federation (NRF) and Prosper Insights & Analytics. The figure surpasses last year’s $25.8 billion and edges past the previous record of $27.4 billion in 2020, signaling a strong return of celebratory spirit.
The average consumer is planning to spend $188.81 on the holiday—up slightly from $185.81 in 2024.
“Whether they are celebrating a significant other or someone else in their lives, Valentine’s Day is meaningful for many people,” said Katherine Cullen, NRF vice president of industry and consumer insights. “Consumers are looking for special ways to treat their loved ones and can expect retailers to provide the best gift options and deals.”
While traditional gifts like candy (56%), flowers (40%), and greeting cards (40%) remain staples, Americans are also splurging on experiences and higher-ticket items. Spending on jewelry is expected to hit $6.5 billion, while the money spent on evenings out is projected to reach $5.4 billion. Gifts for pets, friends, and coworkers are also rising in popularity, with 32% of consumers planning to pamper their pets and 19% — a record high — intending to surprise colleagues.
This year’s trend toward celebrating broader relationships reflects evolving attitudes about the holiday. “Purchasing gifts for those outside of significant others or family members continues to rise in popularity and reflects consumers’ growing interest in celebrating all the meaningful relationships in their lives,” said Phil Rist, executive vice president of strategy at Prosper Insights & Analytics.
The survey found that men are driving much of the growth in Valentine’s Day participation this year, with 55% planning to celebrate, up from 51% in 2024. Meanwhile, 56% of Americans said they plan to mark the occasion, up from 53% last year.
Spending on significant others remains the centerpiece of Valentine’s Day. Total outlays for partners are expected to reach a record $14.6 billion, up from $14.2 billion in 2024. Family members are also set to feel the love, with spending on gifts for relatives projected to hit $4.3 billion.
Where Americans Shop
Shopping for Valentine’s Day gifts will largely take place online (38%), followed by department stores (34%) and discount stores (29%). Florists and specialty stores remain popular for last-minute shoppers, each drawing 18% of celebrants.
Even those opting out of traditional celebrations are finding ways to embrace the day. Among non-celebrators, 28% plan to mark the occasion with self-care, outings with single friends, or family get-togethers.
The survey, conducted January 2–7, polled 8,020 adult consumers and has a margin of error of plus or minus 1.1 percentage points.
