Consumer spending on Valentine's Day today reached an unprecedented $29.1 billion, surpassing 2025's record by $1.6 billion and marking the highest expenditure in the holiday's tracking history, according to the National Retail Federation and Prosper Insights & Analytics. Shoppers budgeted $199.78 per person on average, exceeding the previous peak of $196.31 established in 2020 and demonstrating sustained consumer willingness to invest in relationship celebrations despite ongoing economic uncertainties.

The spending surge reflects a fundamental shift in how Americans approach the holiday. Middle- and high-income households drove the increase by expanding their gift lists beyond romantic partners to encompass friends, colleagues, and household pets. This diversification of Valentine's Day celebrations transforms what was traditionally a couples-focused event into a broader expression of appreciation across multiple relationship categories.

"Valentine's Day is a cherished holiday that resonates with many Americans, as seen with expected record-breaking spending this year," said Katherine Cullen, NRF Vice President of Industry and Consumer Insights. "Much of that growth is driven by middle- and high-income shoppers who are expanding their gift lists to include friends, co-workers and even pets in addition to loved ones."

Significant others remain dominant spending category

Romantic partners continue to command the largest share of Valentine's Day expenditures. Among the 55% of consumers planning to celebrate, 83% will purchase gifts for significant others, generating $14.5 billion in spending. The concentration on romantic relationships represents a return to traditional Valentine's Day priorities, contrasting with 2024's broader relationship focus when spending reached $14.2 billion for romantic partners.

Family members captured 58% of celebrants' attention, with $4.5 billion allocated to gifts for children, parents, and siblings. The substantial family spending demonstrates how Valentine's Day functions as an occasion for expressing affection across generational boundaries, not merely between romantic partners.

Friends received consideration from one-third of consumers, translating to $2.4 billion in planned expenditures. This represents a meaningful component of total spending and suggests Valentine's Day increasingly serves as a vehicle for acknowledging platonic relationships. The friend-focused spending aligns with broader consumer behavior shifts documented in seasonal spending research, where consumers demonstrated willingness to allocate budgets across multiple relationship categories.

Pet spending reaches new milestone

Pet gifts achieved a record 35% participation rate among consumers, generating $2.1 billion in total spending - a substantial increase from $1.7 billion in 2025. The 23.5% year-over-year growth in pet-related Valentine's Day spending significantly outpaced overall spending growth of 5.8%, establishing pets as the fastest-growing gift category.

"Valentine's Day underscores the value of relationships, and for many people, the connection they share with their pets is an important one," said Phil Rist, Prosper Insights & Analytics Executive Vice President of Strategy. "Whether it's a dog, cat or other animal, consumers are looking to celebrate their pets this Valentine's Day with a special toy, accessory or treat."

The pet spending surge reflects broader trends in consumer priorities. Americans increasingly view pets as family members deserving special recognition during holidays. This perspective shift has created opportunities for retailers specializing in pet products, particularly those offering Valentine's-themed items designed specifically for animal companions.

Workplace relationships garnered attention from 27% of consumers purchasing gifts for children's classmates and teachers ($2.2 billion), while 21% allocated budgets to co-worker gifts ($1.7 billion). These categories demonstrate how Valentine's Day extends beyond personal relationships into professional and educational contexts, creating diverse purchasing opportunities across retail sectors.

Jewelry dominates actual expenditures despite lower participation

While candy claimed the highest participation rate at 56%, jewelry commanded the largest actual spending at $7 billion total. This disparity between participation and expenditure reveals important patterns in consumer behavior - inexpensive items like candy achieve broad adoption while high-value purchases like jewelry drive revenue despite lower participation rates.

Greeting cards and flowers tied at 41% participation, followed by an evening out at 39% and jewelry at 25%. The traditional nature of these top categories suggests consumers maintain preferences for classic Valentine's Day expressions despite evolving relationship priorities.

Spending allocations across categories highlighted the premium consumers place on certain gift types. Following jewelry's $7 billion, evenings out generated $6.3 billion, clothing reached $3.5 billion, and flowers totaled $3.1 billion. These figures demonstrate how experience-based gifts like restaurant meals now compete financially with traditional physical presents.

The jewelry category's dominance despite relatively low participation indicates that purchasers invest significantly when they choose this option. At $7 billion distributed among 25% of consumers, average jewelry spending substantially exceeded other categories, positioning it as the premium choice for Valentine's Day gift-givers.

Online shopping maintains channel leadership

Digital channels retained the top shopping destination position at 38%, continuing patterns established in recent retail research showing sustained consumer preference for e-commerce. However, physical retail maintained substantial market share with department stores capturing 35% of shoppers, discount stores 30%, and specialty stores 21%.

The multi-channel distribution pattern reflects how Valentine's Day shopping occurs across diverse retail formats. Unlike some seasonal events that concentrate heavily in specific channels, Valentine's Day purchasing spreads across online platforms, traditional department stores, value-oriented discount retailers, and specialized shops focusing on flowers, jewelry, or gift items.

Florists commanded 18% of shopping traffic, representing a notable share for a specialized category. Local and small businesses attracted 18% of shoppers, suggesting consumers value personal service and unique offerings when selecting Valentine's gifts. Jewelry stores captured 15% of traffic, aligning with the category's high spending levels and indicating consumers prefer expert assistance when purchasing expensive items.

The shopping channel data demonstrates how Valentine's Day requires retailers to maintain presence across multiple formats. Successful Valentine's Day commerce depends on serving both convenience-focused online shoppers and experience-seeking physical store visitors who value immediate product inspection and personalized assistance.

Non-celebrants engage in alternative activities

Among consumers not planning traditional Valentine's Day celebrations, 31% intended to mark the occasion through alternative activities. This substantial minority pursued self-care purchases, personal indulgences, or social gatherings with friends and family members. The pattern suggests Valentine's Day has evolved into a broader celebration of relationships and personal wellbeing rather than exclusively romantic observance.

Popular non-traditional activities included self-gifting, which allows individuals to participate in Valentine's Day commerce without requiring romantic partnerships. Friend gatherings created social alternatives to couple-focused celebrations, while family outings extended the holiday beyond its romantic associations.

This participation among non-celebrants expands the total addressable market for Valentine's Day commerce. Retailers targeting this segment can capture spending from consumers who might otherwise avoid the holiday entirely, particularly through messaging emphasizing self-care, friendship appreciation, or family bonding.

Survey methodology and confidence intervals

The National Retail Federation and Prosper Insights & Analytics conducted the survey from January 2-8, 2026, polling 7,791 adult consumers about Valentine's Day shopping intentions. The margin of error was plus or minus 1.1 percentage points, providing high statistical confidence in the reported figures.

The survey timing, occurring one month before Valentine's Day, captured planning-stage intentions rather than last-minute decisions. This methodology provides retailers and advertisers with actionable intelligence for final promotional planning while reflecting reasonably firm consumer commitments.

The sample size of 7,791 respondents represents a substantial population sufficient for demographic breakdowns and trend analysis. Previous NRF holiday surveys using similar methodologies have demonstrated predictive accuracy, establishing the organization as a reliable source for seasonal spending projections.

Marketing implications for retail sector

The Valentine's Day spending data carries significant implications for marketing professionals managing seasonal campaigns. The 5.8% year-over-year spending increase demonstrates sustained consumer engagement with holiday commerce, while category-specific growth rates reveal opportunities for targeted positioning.

Retail media networks can leverage the multi-category spending patterns to develop comprehensive Valentine's campaigns spanning jewelry, flowers, dining, and pet products. The expanded definition of Valentine's Day recipients creates audience targeting opportunities beyond traditional couples-focused segments.

The early survey timing enables retailers to adjust inventory, promotional calendars, and creative messaging before peak shopping periods. Last-minute shoppers still represent substantial market share, but the data suggests planning consumers constitute the majority and respond to early promotional outreach.

Digital advertising strategies should account for the 38% online shopping rate while recognizing that physical retail captures majority traffic through department stores, discount chains, and specialty shops. Omnichannel campaigns that drive both e-commerce conversions and store visits align with observed shopping patterns.

The pet spending surge presents specific opportunities for retailers in animal products categories. Marketing campaigns positioning Valentine's Day as an occasion for pet appreciation can capitalize on the 35% participation rate and substantial year-over-year growth trajectory.

Economic context and consumer confidence

The record spending levels emerge against a backdrop of economic uncertainty that has influenced other seasonal shopping patterns. Holiday spending research showed consumers maintaining near-record expenditures while demonstrating increased price sensitivity and strategic promotional timing.

Valentine's Day's concentration in a single day creates different shopping dynamics than extended holiday seasons. Consumers cannot spread purchases across multiple weeks, leading to more concentrated spending patterns and potentially reduced price sensitivity as the February 14 deadline approaches.

The 55% celebration rate represents a slight decline from peak participation levels observed in previous years, when celebration rates reached 56% in 2025. However, the higher per-person spending among those who do celebrate more than compensates for any participation decline, driving total spending to new records.

Income segmentation plays a crucial role in the spending patterns. Middle- and high-income households drove the growth through expanded gift lists, while value-conscious consumers likely concentrated spending on significant others or single categories rather than purchasing across multiple relationship types.

Historical spending trajectory analysis

The $199.78 per-person average exceeds 2020's previous record of $196.31 while representing continued recovery from 2019's low point of $161.96. Historical data shows Valentine's Day spending declined during 2018-2019 before rebounding sharply in 2020 and maintaining elevated levels through 2026.

Total spending followed similar patterns, declining from $20.7 billion in 2019 to a low of $18.2 billion in 2017, then recovering to establish new records in 2020 ($27.4 billion), 2025 ($27.5 billion), and 2026 ($29.1 billion). The trajectory suggests Valentine's Day has evolved into a more significant commercial event over the past seven years.

Participation rates showed volatility across the same period, ranging from 51% in 2019 to 56% in 2025. The current 55% rate represents near-peak engagement despite economic headwinds affecting other consumer spending categories.

The long-term trend indicates Valentine's Day spending proves relatively resilient to economic fluctuations compared to other seasonal events. While back-to-school shopping and holiday spending demonstrate sensitivity to economic conditions, Valentine's Day maintains growth through focused consumer priorities and emotional resonance.

Retail channel performance and foot traffic patterns

Physical retail's 62% combined share across department stores, discount stores, and specialty locations demonstrates the continued importance of in-store experiences for Valentine's Day shopping. This pattern aligns with broader retail research showing consumers value immediate product availability and physical inspection for gift purchases.

Department stores' 35% share positions them as the leading physical format, likely reflecting their broad product assortments spanning jewelry, clothing, cosmetics, and gift items. The one-stop shopping convenience appeals to consumers purchasing multiple gifts across different categories or relationship types.

Discount stores captured 30% of traffic by serving price-conscious consumers seeking value-oriented options. The strong discount store performance suggests Valentine's Day shopping spans income levels and budget priorities, with substantial segments prioritizing affordability alongside gift-giving.

Specialty stores' 21% share reflects their role in high-consideration purchases like jewelry and flowers where expert assistance and curated selections justify premium pricing. These locations serve consumers willing to invest time and money in distinctive or personalized gifts.

Regional and demographic variations

The national aggregate data masks potential regional variations in spending patterns and category preferences. Previous Valentine's Day research documented significant geographic differences in gift categories, shopping channels, and celebration rates.

Demographic factors including age, income, relationship status, and household composition influence Valentine's Day spending. Families with children allocate budgets differently than single adults or couples without dependents, creating distinct market segments requiring tailored marketing approaches.

Gen Z and younger millennials increasingly participate in Valentine's Day celebrations through friend-focused and self-care activities rather than exclusively romantic observances. This demographic shift expands the holiday's commercial relevance while altering traditional category and channel preferences.

The expanded pet spending correlates with demographic patterns showing younger consumers treating pets as family members deserving holiday recognition. This trend likely intensifies as millennial and Gen Z households prioritize pet ownership and view animals as integral household members.

Competitive landscape and promotional strategies

The concentrated nature of Valentine's Day creates intense retail competition during a brief purchasing window. Unlike extended holiday seasons allowing consumers to spread shopping across weeks, Valentine's Day concentrates demand in the two weeks preceding February 14, intensifying pressure on inventory and promotional calendars.

Retailers compete across multiple dimensions including product assortment, pricing, convenience, and experience quality. Department stores leverage broad selections while specialty shops emphasize expertise and curation. Discount chains compete on value while premium retailers position on quality and exclusivity.

Early promotional strategies capture planning-oriented consumers who begin shopping weeks in advance, while last-minute campaigns address procrastinators in the final days before February 14. Successful retailers execute both approaches through phased promotional calendars and messaging evolution.

Digital advertising effectiveness proves particularly important for Valentine's Day given the concentrated timeline and high purchase intent. Consumers actively seeking gift options respond to targeted advertising across search, social, and display channels during the pre-Valentine's period.

The sustained spending growth suggests Valentine's Day will maintain commercial significance in future years. The holiday's emotional resonance provides insulation from economic headwinds that might reduce discretionary spending in other categories.

Emerging trends including expanded pet spending, friend-focused celebrations, and self-gifting behaviors indicate Valentine's Day continues evolving beyond traditional romantic celebrations. These shifts create opportunities for retailers to capture spending from previously underserved segments.

Technology integration in Valentine's Day commerce will likely intensify as e-commerce platforms enhance personalization, recommendation engines, and customer experience features. The combination of emotional purchase drivers and digital shopping tools creates conditions for sophisticated marketing automation.

Sustainability considerations may influence future Valentine's Day commerce as environmentally conscious consumers seek alternatives to traditional disposable gifts. Retailers emphasizing sustainable sourcing, reduced packaging, or experience-based gifts could capture market share from environmentally motivated segments.

Timeline

Summary

Who: The National Retail Federation and Prosper Insights & Analytics surveyed 7,791 adult consumers across the United States. Key stakeholders include Katherine Cullen, NRF Vice President of Industry and Consumer Insights, and Phil Rist, Prosper Insights & Analytics Executive Vice President of Strategy. The research examines spending behavior among the 55% of Americans planning to celebrate Valentine's Day.

What: Consumer spending on Valentine's Day is projected to reach a record $29.1 billion, surpassing the previous 2025 record of $27.5 billion. Shoppers plan to spend an average of $199.78 per person, exceeding 2020's previous per-person record of $196.31. Pet spending reached a record 35% participation rate totaling $2.1 billion, up from $1.7 billion in 2025. Spending on significant others will total $14.5 billion, with family members receiving $4.5 billion, friends $2.4 billion, children's classmates and teachers $2.2 billion, and co-workers $1.7 billion. Jewelry leads actual spending at $7 billion despite only 25% participation, while candy achieves the highest participation rate at 56%. Online shopping captured 38% of consumers, department stores 35%, discount stores 30%, and specialty stores 21%.

When: The survey was conducted January 2-8, 2026, collecting data about Valentine's Day spending plans for February 14, 2026. The National Retail Federation released the findings on January 27, 2026, approximately two weeks before the holiday. Historical data spans from 2007 through 2026, providing nearly two decades of trend analysis. The survey's early timing enables retailers to adjust strategies before peak shopping periods while capturing firm consumer intentions.

Where: The survey covered consumer behavior across the United States, examining shopping across multiple retail channels. Online platforms captured 38% of planned shopping, while physical retail encompassed department stores (35%), discount stores (30%), specialty stores including florists (21%), florists specifically (18%), local and small businesses (18%), and jewelry stores (15%). The multi-channel distribution reflects how Valentine's Day shopping occurs across diverse retail formats rather than concentrating in specific locations.

Why: Middle- and high-income shoppers drove spending growth by expanding gift lists beyond romantic partners to include friends, co-workers, and pets alongside traditional recipients. The 35% of consumers purchasing pet gifts represents record participation, reflecting how Americans increasingly view pets as family members deserving holiday recognition. The holiday's emotional resonance maintains commercial significance despite economic uncertainties affecting other consumer spending categories. Valentine's Day spending growth indicates sustained consumer willingness to invest in relationship celebrations, with the expanded recipient categories transforming what was traditionally a couples-focused event into broader appreciation across multiple relationship types. Economic confidence among celebrating consumers, combined with the holiday's concentrated timeline creating urgency, sustains spending levels while category diversification creates new market opportunities.

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