Consumers are expected to spend $25.9 billion on Valentine’s Day this year, up 8% from $23.9 billion in 2022 and one of the highest spending years on record, according to the annual survey released by the National Retail Federation (NRF) and Prosper Insights & Analytics.
Matthew Shay, President and CEO, NRF, said “Valentine’s Day is a special occasion to shop for the people we care most about. This year, as consumers embrace spending on friends and loved ones, retailers are ready to help customers celebrate Valentine’s Day with memorable gifts at affordable prices.”
The top gifts include candy (57%), greeting cards (40%), flowers (37%), an evening out (32%), jewellery (21%), gift cards (20%) and clothing (19%). Americans plan to spend more than $5.5 billion on jewellery and nearly $4.4 billion on a special evening out, NRF said. About one-third (32%) plan to give a gift of experience, up from 26% last year and the highest since NRF and Prosper started asking this question in 2017.
More than half (52%) of consumers plan to celebrate and will spend an average of $192.80. This is up from $175.41 in 2022, and the second-highest figure since NRF and Prosper started tracking Valentine’s Day spending in 2004.
Those aged 35 to 44 plan to outspend other age groups, allocating $335.71 on average for gifts and other Valentine’s Day items, approximately $142.91 more than the average consumer celebrating the holiday.
Similar to recent years, the top shopping destination to purchase Valentine’s Day gifts is online (35%), closely followed by department stores (34%), discount stores (31%) and specialty stores (18%).
Phil Rist, Executive Vice President of Strategy, Prosper, said, “Men, in particular, are more likely to give a gift of experience compared with last year. Another notable finding is more than half of consumers say they will take advantage of sales and promotions as they celebrate Valentine’s Day this year.”
Even among those who don’t plan to celebrate Valentine’s Day, 28% will still mark the occasion in some way, seeking non-Valentine’s gifts, treating themselves to something special or planning a get-together or evening out with single friends and family members.
As the leading authority and voice for the retail industry, NRF conducted this survey of 7,616 US adult consumers from 3rd through 11th January. The survey has a margin of error of plus or minus 1.1 percentage points.