Highlights. Consumer spending for Valentine’s Day 2025 totaled $27.5 billion.
- The average American budgets $188.81 for Valentine’s Day.
- Valentine’s Day is the fifth–biggest spending holiday in the U.S.
- Shoppers spend a total of $14.6 billion on Valentine’s Day gifts for their significant others.
- Florists stock 250 million roses specifically for Valentine’s Day.
- Shoppers spend the most on Valentine’s jewelry, budgeting a total of $6.5 billion in 2025.
2025 Valentine’s Day Shopping Statistics
Total Valentine’s Day spending hit a record high in 2025; however, household budgets are down from the 2020 high.
- 2025 total Valentine’s spending was up 1.61% year-over-year (YoY).
- Total spending for Valentine’s Day 2025 was 0.36% higher than the previous all-time high of $27.4 billion total spending on Valentine’s Day 2020.
- Consumers spent an estimated $27.5 billion on Valentine’s Day in 2025.
- Valentine’s Day spending on significant others accounted for 53.1% of total spending.
- The average amount per person spent on significant others and family members totaled $130.18, $0.74 less than in 2024.
- $8.5 billion or 30.9% of 2025 Valentine’s Day spending was on gifts for friends, coworkers, pets, classmates, and teachers.
- The average amount spent on these gifts totaled $58.63 per person, up 6.81% from 2024.
- 38% of Valentine’s Day shoppers purchased online in 2025, down 5.0% YoY.
- 34% of 2025 Valentine’s Day shoppers visited department stores; 29% shopped at discount stores.
Valentine’s Day Spending Statistics
Projected average spending per household for Valentine’s Day 2026 is $188.17.
- Shoppers are projected to spend $27.7 billion on Valentine’s Day in 2026.
- Individual Valentine’s Day spending in 2025 was down 4.15% compared to the record high of $196.31 in 2020.
- 35% of consumers planned to spend less for Valentine’s Day 2025 due to inflation.
- Americans spend up to $9.5 billion on Valentine’s Day gifts that are ultimately unwanted by their recipients.
- Consumer spending on Valentine’s Day 2024 totaled $25.8 billion, down 0.39% YoY.
- The average American consumer budgeted $185.81 for Valentine’s Day 2024, down 3.63% YoY.
- Shoppers budgeted a total of $6.4 billion for Valentine’s jewelry in 2024, spending 16.4% more than in 2023.
- From 2022 to 2023, total spending increased 8.37%, while the average budget increased 9.91%.
| Year | Average Budget | Total Spending (in billions) |
|---|---|---|
| 2025 | $188.81 | $27.5 |
| 2024 | $185.81 | $25.8 |
| 2023 | $192.80 | $25.9 |
| 2022 | $175.41 | $23.9 |
| 2021 | $164.76 | $21.8 |
| 2020 | $196.31 | $27.4 |
| 2019 | $161.96 | $20.7 |
| 2018 | $143.56 | $19.6 |
| 2017 | $136.57 | $18.2 |
| 2016 | $146.84 | $19.7 |
| 2015 | $142.31 | $18.9 |
Valentine’s Day Gift Spending Statistics
Candy is the most popular gift item with more than half of adults purchasing candy for someone else and nearly half purchasing candy for themselves.
- Included in the average consumer’s 2025 Valentine’s spending was $48.49 in flowers and $29.86 in candy.
- Shoppers purchasing jewelry spent an average of $198.
- Consumers budget a nationwide total of $5.4 billion on Valentine’s dinners out.
- The average dinner date for two costs $109 or 57.7% of the average Valentine’s Day budget.
- Pet owners spend a total of $1.7 billion on Valentine’s Day gifts for their pets.
- Among Americans with romantic partners, 48% expect partners to spend at least $50 on their Valentine’s Day gift.
- In 2010, greeting cards were the most popular gift, with 55% of consumers shopping for them (17.0% more than the rate of consumers shopping for candy).
- Candy first overtook greeting cards as the most popular gift in 2015, with 53% of consumers shopping for candy and 51% shopping for greeting cards.
Valentine’s Day Candy Statistics
The most popular Valentine’s Day candies are conversation hearts and heart-shaped boxes of chocolates.
- Americans spent an estimated $2.5 billion on Valentine’s Day candy in 2025.
- During the week of Valentine’s Day, consumers purchase 58 million pounds of chocolate and candy.
- 10.3% of Valentine’s Day candy sales are conversation hearts.
- 10.1% of Valentine’s Day candy sales are heart-shaped boxes of chocolates.
- Tennessee is the only state where Wild Berry Skittles are among the top three (3) most popular or most-purchased Valentine’s Day candies.
- In Alabama, candy necklaces are the most-purchased Valentine’s Day candy.
| Rank | Candy Types |
|---|---|
| 1 | Conversation Hearts |
| 2 | Heart-Shaped Box of Chocolates |
| 3 | M&M’s |
| 4 | Hershey Kisses |
| 5 | Chocolate Roses |
| 6 | Chocolate Hearts |
| 7 | Cupid Corn |
| 8 | Candy Necklaces |
| 9 | Ghirardelli Gift Box |
| 10 | Cinnamon Bears |
Valentine’s Day Flower Statistics
There are more transactions for flowers on Valentine’s Day than on any other holiday.
- 22% of American adults purchase flowers for Valentine’s Day.
- 28% of men and 19% of women purchase flowers for Valentine’s Day.
- 83% of consumers who buy Valentine’s Day flowers purchase roses.
- In preparation for Valentine’s Day, florists stock approximately 250 million roses.
- Among consumers who purchase flowers and plants for Valentine’s Day, 27% buy live plants.
Valentine’s Day Gifting Statistics
Among Americans with romantic partners, 70% expect their partner to gift them something (from small, token gifts to large, extravagant gestures) for Valentine’s Day.
- 85% of Valentine’s Day celebrants purchased gifts for their spouse or significant other in 2025.
- 35% of celebrants gifted an evening out.
- Consumers each budgeted an average of $10.45 for colleagues in 2025.
- Parents budgeted an average of $12.93 for their children’s teachers and schoolmates.
- 39% of Valentine’s candy and gifts go to children.
- 61% of men who purchase flowers gift them to a spouse.
- Women are most likely to give their mothers Valentine’s Day flowers (28%).
- The average pet owner spends $31.24 on Valentine’s Day gifts for their dogs and $27.42 for cats.
- Adults buy 145 million Valentine’s greeting cards.
- 40% of Valentine’s Day shoppers planned to spend less than $50 on a gift for their partner in 2025.
- 27% of shoppers spend between $50 and $100 on Valentine’s gifts for their significant other, while 19% of shoppers spend $100 to $150.
- The remaining 14% of Valentine’s shoppers spend more than $150.
Valentine’s Day Shopper Statistics
149.5 million Americans shopped for Valentine’s Day in 2025.
- In 2025, 56% of Americans celebrated Valentine’s Day, a 5.66% increase from 2024.
- Valentine’s Day participation has declined 11.1% from the 2009 record of 63% of consumers celebrating.
- More consumers (57%) purchase candy than any other Valentine’s Day gift item.
- 40% of celebrating consumers shop for Valentine’s greeting cards.
- 40% of shoppers purchase flowers, and 22% shop for jewelry.
- 43% of Valentine’s Day shoppers purchased clothing, shoes, or accessories.
- 34% of consumers purchase Valentine’s gifts for themselves.
- 47% of consumers plan to buy themselves a box of chocolates.
Valentine’s Day Shopper Demographics
Men spend almost twice as much as women for Valentine’s Day.
- 35- to 44-year-olds outspend all other age groups by 8.73% for Valentine’s Day gifts for their significant others.
- The average 35- to 44-year-old spent $137 on Valentine’s Day gifts for their partners in 2024, 34.5% more than the average American adult.
- Americans aged 65 years and older underspent all other age groups by 31.5% for their partners for Valentine’s Day 2024.
- The average American 65 years old and older budgeted $61 for their significant others in 2024, 40.1% less than for all age groups.
- The average man celebrating Valentine’s Day spent $235 in 2022, while the average woman spent $119 or 50.6% as much.
Valentine’s Day Shopping Statistics
Valentine’s Day shoppers are increasingly likely to purchase gifts online.
- 38% of consumers shopped online for Valentine’s Day gifts in 2025.
- 34% of consumers shop at department stores for Valentine’s Day gifts.
- 29% shop at discount stores for Valentine’s Day.
- 18% shop at florists.
- 17% shop at small local businesses.
- 13% shop at jewelry stores, while 11% shop at clothing stores.
Sources
- National Retail Federation, Valentine’s Day
- Statista, Valentine’s Day in the U.S.
- CandyStore.com, Most Popular Valentine’s Candy by State
- Hallmark Corporate, Valentine’s Day
- U.S. Census Bureau, National Population by Characteristics
- Society of American Florists, Valentine’s Day Floral Statistics
- Vested, Valentine’s Day Spending
- The Black Tux, Average Date Cost by City
- Fortune, Valentine’s Day Survey Saving Money 2025