Consumers are expected to spend $25.9 billion on Valentine’s Day this year, up from $23.9 billion in 2022, according to a joint survey by the National Retail Federation (NRF) and Prosper Insights & Analytics.
More than half (52%) of consumers plan to celebrate and will spend an average of $192.80, according to the survey. This is up from $175.41 in 2022, and the second-highest figure since NRF and Prosper started tracking Valentine’s Day spending in 2004. While spending on significant others and family members is in line with last year, many consumers are looking to show appreciation for the other meaningful relationships in their lives: Of the $17 increase in per-person spending, $14 comes from gifts for pets, friends and co-workers, along with classmates or teachers.
Some additional survey specifics:
- Those aged 35 to 44 plan to outspend other age groups, allocating $335.71 on average for gifts and other Valentine’s Day items, approximately $142.91 more than the average consumer celebrating the holiday.
- Similar to recent years, the top shopping destination to purchase Valentine’s Day gifts is online (35%), closely followed by department stores (34%), discount stores (31%) and specialty stores (18%).
- The top gifts include candy (57%), greeting cards (40%), flowers (37%), an evening out (32%), jewelry (21%), gift cards (20%) and clothing (19%). Americans plan to spend more than $5.5 billion on jewelry and nearly $4.4 billion on a special evening out. About one-third (32%) plan to give a gift of experience, up from 26% last year and the highest since NRF and Prosper started asking this question in 2017.
“Valentine’s Day is a special occasion to shop for the people we care most about,” says Matthew Shay, NRF president and CEO. “This year, as consumers embrace spending on friends and loved ones, retailers are ready to help customers celebrate Valentine’s Day with memorable gifts at affordable prices.”
Men, in particular, are more likely to give a gift of experience compared with last year, points out Phil Rist, Prosper executive vice president of strategy. “Another notable finding is more than half of consumers say they will take advantage of sales and promotions as they celebrate Valentine’s Day this year.”
Even among those who don’t plan to celebrate Valentine’s Day, 28% will still mark the occasion in some way – seeking out non-Valentine’s gifts, treating themselves to something special or planning a get-together or evening out with single friends and family members.
