Highlights. U.S. consumers spent an estimated $25.9 Billion for Valentine’s Day 2023 (8.37% more than 2022 sales).
- An estimated 134 million Americans shopped for Valentine’s Day 2023, budgeting $192.80 on average.
- Shoppers spend the most on Valentine’s jewelry, budgeting a total of $5.5 billion.
- More consumers (57%) purchase candy than any other Valentine’s Day gift item.
Valentine’s Day Spending Statistics
Valentine’s Day spending is down from its 2020 record high, but revenue is higher than the previous 5-year annual average.
- While total spending for Valentine’s Day 2023 was up YoY, it was 5.47% below the all-time high of $27.4 billion in 2020.
- Likewise, individual Valentine’s Day spending in 2022 was up YoY but down 1.79% compared to the record high $196.31 in 2020.
- Consumer spending on Valentine’s Day 2022 totaled $23.9 billion, up 9.63% YoY.
- The average American consumer budgeted $175.41 for Valentine’s day 2022, up 6.46% YoY.
- Over 136.9 million Americans shop for Valentine’s Day in 2022, 2.12% less than in 2023.
- Shoppers budgeted a total of $6.2 billion for Valentine’s jewelry in 2022, spending 11.3% less than in 2023.
- From 2020 to 2021, total spending declined 20.4% while the average budget declined 16.1%.
- Consumers budget a nationwide total of $4.3 billion on Valentine’s dinners out.
- The average Valentine’s dinner date costs $31.35 or 17.9% of an average budget.
- Pet owners spend a total of $2.14 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.
|Year||Average Budget||Total Spending|
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 spend $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.
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.
- 10.9% of Valentine’s Day candy sales were conversation hearts.
- 9.8% of Valentine’s Day candy sales were 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.
|2||Heart-Shaped Box of Chocolates|
|9||Ghirardelli Gift Box|
Valentine’s Day Flower Statistics
Among all holidays, more transactions for flowers on Valentine’s Day than on any other holiday.
- 28% of Americans adults purchase flowers for Valentine’s Day.
- 37% of men and 19% of women purchase flowers for Valentine’s Day.
- 84% 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, 29% buy live plants.
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.
- 87% of Valentine’s Day celebrants purchased gifts for their spouse or significant other in 2023.
- 32% of celebrants gifted an evening out.
- Consumers each budgeted an average of $8.47 for colleagues in 2021.
- Parents budgeted an average of $10.77 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.
- 66% of men who purchase flowers gift them to a spouse.
- Women are most likely to gift Valentine’s Day flowers to mothers (34%).
- 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.
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 14.3% for Valentine’s Day.
- The average 35- to 44-year-old spent $280 on Valentine’s Day 2022, 59.6% more than the average American adult.
- Americans aged 65 years and older underspent all other age groups by 26.9% for Valentine’s Day 2022.
- The average American 65 years old and older budgeted $87 for Valentine’s Day 2022, less than half the average budget.
- The average man celebrating Valentine’s Day spends $235 while the average woman spends $119 or 50.6% as much.
- In 2020, 10% of Valentine’s shoppers went into debt to purchase gifts.
Valentine’s Day Shopping Statistics
Valentine’s Day is celebrated among 52% of U.S. adults, a 17.5% decline since 2009.
- 40% of consumers shop for Valentine’s greeting cards.
- 37% shop for flowers.
- 22% shop for jewelry.
- 35% of consumers shop online for Valentine’s Day gifts.
- 34% of consumers shop at department stores for Valentine’s Day gifts.
- 31% shop at discount stores for Valentine’s Day.
- 17% shop at small local businesses.
- 16% shop at florists.
- 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, Quick Facts
- Society of American Florists, Valentine’s Day Floral Statistics
- Vested, Valentine’s Day Spending: How Much Do People Spend in the Name of Love?