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Record $14.2B Valentine's Day Spending Expected

Candy tops the list of popular gifts, with online stores being the preferred shopping destination.

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A woman arranges flowers on Valentines Day at Whole Foods Market in Annapolis, Md., on Feb. 14, 2023.
The best Valentine's Day jewelry gifts for 2024.

Overview

  • Americans are expected to spend a record $14.2 billion on their significant others this Valentine's Day, surpassing the previous record set in 2020.
  • Overall, spending for the holiday could reach $25.8 billion, with average individual spending exceeding $185.
  • Candy is projected to be the most popular gift category, followed by greeting cards, flowers, an evening out, jewelry, clothing and gift cards.
  • Online stores are expected to be the most common shopping destination, followed by department stores, discount stores and then florists.
  • Among those who don't plan to observe Valentine's Day, 29% still said they plan to make purchases or arrange meetings with single friends and family.