2024 Valentine's Day Shopping Statistics: Total Sales (by Year)

Highlights. Consumer spending on Valentine’s Day 2024 totaled $25.8 billion, down 0.39% year-over-year (YoY).

The average American consumer budgeted $185.81 for Valentine’s Day 2024, down 3.63% YoY.
Over 140 million Americans shop for Valentine’s Day.
Shoppers spend the most on Valentine’s jewelry, budgeting a total of $6.4 billion in 2024.
More consumers (57%) purchase candy than any other Valentine’s Day gift item.
Among age groups, 35- to 44-year-olds spend the most for Valentine’s Day, budgeting $335.71 each in 2023.

Line Graph: Total Valentine's Day Shopping Revenue by Year from 2017 ($18.2 billion) to 2023 ($25.8 billion) according to Statista and the National Retail Federation

2024 Valentine’s Day Shopping Statistics

While Valentine’s Day spending is down from its 2020 record high, shoppers spent a record amount on their significant others in 2024.

Total spending for Valentine’s Day 2024 was 5.84% below the all-time high of $27.4 billion total spending on Valentine’s Day 2020.
Consumers spent an estimated $25.8 billion on Valentine’s Day in 2024.
Valentine’s Day spending on significant others totaled $14.2 billion, accounting for 55.0% of total spending.
The average amount per person spent on significant others and family members totaled $135.92, $0.16 more than in 2023.
$7.7 billion or 29.8% of 2024 Valentine’s Day spending was on gifts for friends, coworkers, pets, classmates, and teachers.
The average amount spent on these gifts totaled $54.89 per person, down 11.5% from 2023.
40% of Valentine’s Day shoppers purchased online in 2024, up 21.2% YoY.
33% of 2024 Valentine’s Day shoppers visited department stores; 31% shopped at discount stores.

Valentine’s Day Spending Statistics

Consumer spending on Valentine’s Day 2023 totaled $25.8 billion, up 8.37% YoY.

Individual Valentine’s Day spending in 2023 was up YoY but down 1.79% compared to the record high of $196.31 in 2020.
The average American consumer budgeted $192.80 for Valentine’s Day 2023, up 9.91% YoY.
136.3 million or 52% of Americans shopped for Valentine’s Day in 2023, a 1.89% lower rate than in 2024.
Shoppers budgeted a total of $5.5 billion for Valentine’s jewelry in 2023, spending 14.1% less than in 2024.
From 2021 to 2022, total spending increased 9.63%, while the average budget increased 6.46%.
Consumers budget a nationwide total of $4.9 billion on Valentine’s dinners out.
The average dinner date for two costs $96 or 51.7% of the average Valentine’s Day budget.
Pet owners spend a total of $1.5 billion on Valentine’s Day gifts for their pets.
Americans spend up to $9.5 billion on Valentine’s Day gifts that are ultimately unwanted by their recipients.

Annual Valentine’s Day Spending
Year	Average Budget	Total Spending (in billions)
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 Valentine’s spending is $16.71 in flowers and $15.90 in candy.
Shoppers each spent $45.75 on jewelry.
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.
Among Americans with romantic partners, 36% expect partners to spend at least $50 on their Valentine’s Day gift.

Pie Chart: Average Valentine's Shopping Budget by category according to the National Retail Federation

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 $2.2 billion on Valentine’s Day candy in 2022.
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.

Most Popular Valentine’s Day Candies
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.

Grouped Bar Graph: Valentine's Day Spending Year-Over-Year, including total nationwide spending and average consumer spending according to the National Retail Federation

Valentine’s Day Gifting Statistics

Among Americans with romantic partners, 67% expect their partner to gift them something (from small, token gifts to large, extravagant gestures) for Valentine’s Day.

86% of Valentine’s Day celebrants purchased gifts for their spouse or significant other in 2024.
32% of celebrants gifted an evening out.
Consumers each budgeted an average of $9.13 for colleagues in 2024.
Parents budgeted an average of $12.02 for their children’s teachers and schoolmates.
47% of consumers plan to buy themselves a box of chocolates.
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 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.

Pie Chart: America's Favorite Valentine's Candies (Each State's #1 Seller), according to CandyStore.com

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.

Grouped Bar Graph: Valentine's Budget for Significant Others by Age according to the National Retail Federation

Valentine’s Day Shopping Statistics

Valentine’s Day is celebrated among 53% of U.S. adults, a 15.9% decline since 2009.

40% of consumers shop for Valentine’s greeting cards.
39% shop for flowers.
22% shop for jewelry.
40% of consumers shop online for Valentine’s Day gifts.
33% of consumers shop at department stores for Valentine’s Day gifts.
31% shop at discount stores for Valentine’s Day.
17% shop at florists.
16% shop at small local businesses.

Line Graph: Average Valentine's Day Shopping Budget by Year from 2017 ($136.57) to 2024 ($185.81)

Valentine's Day Shopping Statistics