The Economics of Saint Valentine: Trends in Consumer Behavior

Record-Breaking Spending

In 2025, Valentine's Day spending in the United States is projected to reach a record $27.5 billion, surpassing the previous year's $25.8 billion. On average, consumers plan to spend $188.81, up from $185.81 in 2024. This increase reflects a growing enthusiasm for the holiday and a willingness to invest in meaningful gifts and experiences.

Popular Gift Categories

The most popular Valentine's Day gifts include:

• Candy: 56% of consumers plan to purchase sweets.

• Flowers: 40% intend to buy floral arrangements.

• Greeting Cards: 40% will give cards.

• Evenings Out: 35% are planning special outings.

• Jewelry: 22% are opting for jewelry gifts.

Spending projections for these categories are significant, with $6.5 billion expected for jewelry and $5.4 billion for evenings out. 

Consumer Demographics and Spending Habits

Approximately 59% of consumers globally celebrate Valentine's Day. In the U.S., men are more likely to participate, with 55% planning to celebrate, up from 51% in 2024. The average spending per person has seen a general increase over the past decade, with a notable rise from $133.91 in 2014 to $185.81 in 2024, growing at a CAGR of ~3.32%.

Valentine’s Day spending varies significantly across demographics, with men consistently outspending women, often by nearly twice as much. In 2022, for example, men spent an average of $235, while women spent only $119, or 50.6% as much.

Among age groups, 35- to 44-year-olds are the highest spenders, outpacing others by 8.73% when purchasing gifts for their significant others. In 2024, individuals in this age group spent an average of $137, which is 34.5% more than the typical American adult. Conversely, Americans aged 65 and older spent the least, budgeting $61 for their partners—40.1% less than the national average and 31.5% less than any other age group. These trends indicate that younger and middle-aged consumers are more inclined to invest heavily in Valentine’s Day, while older individuals tend to be more conservative in their spending.

Online Shopping Trends

Online shopping continues to play a significant role in Valentine's Day preparations. In 2024, 40% of consumers purchased gifts online, highlighting the importance of a robust digital presence for retailers.

Trends in Valentine's Day Celebrations: Declining Participation Over the Years

From 2007 to 2024, the percentage of people celebrating Valentine's Day has steadily decreased, dropping from 64% in 2007 to 53% in 2024. Significant declines were observed in 2014 and 2020, with the lowest participation rate recorded in 2019 at 51%. Although there were minor recoveries in certain years, the overall trend shows a consistent downward shift. This decline may be attributed to changing consumer priorities, evolving cultural attitudes, and economic factors impacting how individuals choose to observe the holiday.

Valentine`s Gift Cards Spending

February sees a notable spike in consumer spending as Valentine's Day approaches, with gift card order values reaching their peak just before February 14th. However, there is a clear decline in the average order value in the days immediately following the holiday. This pattern highlights the intense pre-Valentine's Day demand driven by gifting needs and romantic celebrations, followed by a natural cooldown once the holiday has passed. Businesses can leverage this trend by offering targeted promotions or discounts in the post-Valentine's period to sustain consumer interest and minimize the drop in average order values. This shift underscores the economic significance of Valentine's Day in influencing consumer spending habits within the broader retail sector.

Valentine's Day showcases a striking "last-minute" purchasing trend, with gift card order volumes on February 14th skyrocketing to 5.69 times the average for the rest of the month. This surge highlights the increasing reliance on gift cards as a convenient, thoughtful, and quick solution for those who delay their Valentine’s Day preparations. The sharp peak reflects both the practicality of digital gift cards and the heightened urgency among consumers to secure a meaningful gift at the eleventh hour.

Interestingly, while this single-day spike dominates the month, the days following Valentine's Day show a significant drop-off, reverting to a steady baseline. This behavior emphasizes the concentrated nature of holiday-driven shopping and provides businesses with a unique opportunity to optimize their sales strategies. For example, creating exclusive, last-minute promotions or partnerships with popular retailers could further capitalize on this high-urgency window.

Moreover, the versatility of gift cards adds to their appeal, making them suitable for various recipients and easy to personalize. As digital shopping continues to grow, businesses should prepare for this recurring February phenomenon by enhancing their digital gift card offerings, ensuring seamless delivery options, and marketing their products effectively to capture the "last-minute" shopper's attention. The 5.69x volume spike isn't just a statistic—it’s a signal of the growing importance of convenience and spontaneity in modern consumer behavior.

Implications for Businesses

For businesses, especially those offering gift cards and engaging in email marketing, these trends present valuable opportunities:

• Promote Gift Cards: Emphasize the convenience and personalization of gift cards in marketing campaigns to attract consumers seeking flexible gifting options.

• Leverage Email Marketing: Utilize targeted email campaigns to inform customers of special offers, new products, and personalized suggestions, capitalizing on the increased online shopping behavior.

• Highlight Popular Gifts: Focus marketing efforts on popular categories such as candy, flowers, and jewelry to align with consumer preferences.

By understanding and responding to these consumer behaviors, businesses can effectively position themselves to maximize engagement and sales during the Valentine's Day season.

Sources & References

National Retail Federation. "NRF Survey: Valentine's Day Spending Reaches Record $27.5 Billion." https://nrf.com/media-center/press-releases/nrf-survey-valentine-s-day-spending-reaches-record-27-5-billion 

Drive Research. "20+ Sweet Valentine's Day Statistics & Facts for 2025." https://www.driveresearch.com/market-research-company-blog/valentines-day-statistics/

Oberlo. "What Does the Average American Spend on Valentine's Day?" https://www.oberlo.com/statistics/what-does-the-average-american-spend-on-valentines-day

Capital One Shopping. "2024 Valentine's Day Shopping Statistics: Total Sales (by Year)." https://capitaloneshopping.com/research/valentines-day-shopping-statistics/