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.

Line Graph: Total Valentine's Day Shopping Revenue by Year from 2017 ($18.2 billion) to 2023 ($25.9 billion) according to Statista and the National Retail Federation'

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.
Annual Valentine’s Day Spending
Year Average Budget Total Spending
2023 $192.80 $25.9 billion
2022 $175.41 $23.9 billion
2021 $164.76 $21.8 billion
2020 $196.31 $27.4 billion
2019 $161.96 $20.7 billion
2018 $143.56 $19.6 billion
2017 $136.57 $18.2 billion
2016 $146.84 $19.7 billion
2015 $142.31 $18.9 billion

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.

Pie Chart: Average Valentine's Shopping Budget 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.
  • 10.9% 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.
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

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.

Grouped Bar Graph: Valentine's Day Spending Year-Over-Year, including total nationwide spending and average consumer spending according to Statista and 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.

  • 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.

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 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.

Grouped Bar Graph: Average Valentine's Shopping Budget by Age according to Statista and the National Retail Federation'

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.

Line Graph: Average Valentine's Day Shopping Budget by Year from 2017 ($136.57) to 2023 ($192.80)


  1. National Retail Federation, Valentine’s Day
  2. Statista, Valentine’s Day in the U.S.
  3. CandyStore.com, Most Popular Valentine’s Candy by State
  4. Hallmark Corporate, Valentine’s Day
  5. U.S. Census Bureau, Quick Facts
  6. Society of American Florists, Valentine’s Day Floral Statistics
  7. Vested, Valentine’s Day Spending: How Much Do People Spend in the Name of Love?