What Does the Average American Spend on Valentine’s Day?
Uncover the economic realities of Valentine's Day. Explore consumer spending patterns, what drives purchases, and how traditions evolve financially.
Valentine’s Day is a major economic event. Millions of Americans engage in gift-giving and special outings, contributing billions to the economy. Understanding consumer spending habits offers insights into economic trends and gifting preferences.
Overall Average Spending
Americans collectively spent $25.8 billion on Valentine’s Day in 2024. The average American consumer budgeted $185.81. For 2025, total spending is projected to increase to $27.5 billion, with the average individual budget rising to $188.81.
Breakdown of Spending Categories
Consumer spending on Valentine’s Day diversifies across several popular categories. Jewelry accounted for a large portion of spending in 2024, with $6.4 billion. An evening out, such as dining or entertainment, also represented a large expenditure, reaching $4.9 billion.
Flowers remained a popular gift, with consumers spending $2.3 billion in 2024. The average cost for a dozen roses was around $76.65 in 2024. Candy was the most purchased item, acquired by 57% of consumers, contributing $2.2 billion to the overall spending in 2022. Greeting cards were also popular, with 40% of shoppers buying them. Clothing purchases generated $3 billion in 2024, chosen by 21% of consumers.
Beyond traditional romantic gifts, a portion of spending extends to other relationships. Gifts for pets, friends, coworkers, and children’s classmates or teachers collectively amounted to $7.7 billion in 2024. Pet owners spent an average of $31.24 on gifts for dogs and $27.42 for cats.
Demographic Differences in Spending
Spending habits for Valentine’s Day vary significantly among different demographic groups. Individuals aged 35 to 44 often lead in expenditures, having budgeted an average of $335.71 each in 2023. This age group also spent around $137 on their partners in 2024. Younger adults aged 25 to 34 are highly active participants, with 62% planning to celebrate.
Spending patterns also show differences based on relationship duration. Those in newer relationships, such as one to two years old, tend to spend more, averaging around $247. Conversely, individuals in long-term relationships of 16 to 20 years are less likely to purchase gifts for the holiday. Men typically outspend women on Valentine’s Day, with men averaging $235 in 2022 compared to $119 for women.
Spending Trends Over Time
Valentine’s Day spending in the United States has shown an upward trajectory over recent years, though with some fluctuations. The total spending reached a peak of $27.4 billion in 2020. The average amount spent per person has also increased, from $133.91 in 2014 to $185.81 in 2024.
Consumer behavior has evolved, with a growing interest in experiential gifts. Approximately one-third of consumers planned to give an experience in 2024, a significant increase from previous years. Online shopping has also become increasingly prevalent, with 40% of Valentine’s Day shoppers making purchases online in 2024. This marks a 21.2% increase year-over-year. While the percentage of Americans celebrating Valentine’s Day has seen a slight decline over time, from 63% in 2007 to 53% in 2024, those who do celebrate are often spending more.