Valentine’s Day

Reflection in window of couple embracing on Valentine's Day with red heart-shaped balloons

Valentine's Day

NRF has been conducting its annual Valentine's Day consumer spending survey since 2004 to gauge how Americans plan to celebrate this special day with their loved ones. 

Is love still in the air?

Three ways consumers’ attitudes toward Valentine’s Day are changing

Ten years ago, more than 60 percent of adults planned to celebrate but today that’s dropped to just over half. Nonetheless, spending continues to rise and is projected to top $20 billion this year.

 
a man and a woman stand in the kitchen to prepare food
 
Fewer consumers celebrating Valentine’s Day but spending is up

Average spending on Valentine’s Day is expected to be a record $161.96 this year despite fewer people celebrating the holiday. That’s a total of $20.7 billion as consumers buy more cards and candy for friends, family, co-workers – and pets.

 
a box of chocolates and other wrapping materials
 
Couple on a romantic dinner date together with wine and food
 
Want more data?
Dig deeper into the numbers for demographic breakdowns of celebration and spending plans.
 

More on consumer trends

2018 holiday sales grew 2.9 percent amid turmoil over trade policy and delay in data collection
 
default image
Holiday retail sales in 2018 grew 2.9 percent to $707.5 billion.
Read more
Is love still in the air?
 
a man and a woman stand in the kitchen to prepare food
Three ways consumers’ attitudes toward Valentines’ Day are changing.
Read more
Fewer consumers celebrating Valentine’s Day but those who do are spending more
 
a box of chocolates and other wrapping materials
Americans are expected to spend a record amount this year.
Read more
Consumer View Winter 2019
 
Man using phone in store
How retailers’ strategies around technology, fulfillment and store experience played out over the past year.
Read more
Naughty or nice: 3 things to know about fraud during the holiday season
 
Woman going through clothes on a rack
Retailers expect an average 11 percent of purchases made during the 2018 holiday season to be returned.
Read more
Retail jobs grew 37,600 year-over-year in December
 
default image
Retail jobs grew 15,200 monthly and 37,600 year-over-year in December.
Read more