Uptick in Americans Celebrating Valentine’s Day

U.S. adults will spend a record $27.5 billion on Valentine’s Day this year, according to estimates published by the National Retail Federation. This is up from last year’s $25.8 billion, with U.S. shoppers planning to spend $188.81 on average per person, up from $185.81 in 2024. According to the NRF, Valentine’s Day was one of the annual events that shoppers tended to splash out the most on in 2024. Where the average per person expected spend for the date was $186, it was lower for Easter ($177), graduation ($116), Halloween ($104), Independence Day ($90), the Super Bowl ($86) and St. Patrick’s Day ($44).

More Americans are expected to celebrate the day too. This year, 56 percent of U.S. adults are forecast to mark Valentine’s, which is the highest share of Americans to have celebrated February 14 since 2013 (60 percent). NRF data is based on a survey of 8,020 adult consumers which was conducted Jan. 2-7, 2025.