Valentine’s Day spending in the United States is expected to reach $27.5 billion in 2025, setting a new record and surpassing last year’s $25.8 billion.

Consumers will spend an average of $188.81 on gifts, experiences, and celebrations, highlighting the continued importance of this holiday in the retail landscape. As consumer spending patterns evolve, brands have a growing opportunity to capitalize on new trends, from expanding gift recipient lists to the rise of e-commerce and social-driven shopping. Here’s a closer look at the key statistics shaping Valentine’s Day retail in 2025.

Where Consumers Are Spending in 2025

Traditional gifts remain popular, but spending is diversifying across categories:

  • Jewelry: $6.5 billion
  • Dining out: $5.4 billion
  • Flowers: $2.9 billion
  • Candy: $2.5 billion
  • Greeting cards: $1.4 billion The shift toward experiences continues, with spending on evenings out increasing to $5.4 billion as consumers look for more personalized ways to celebrate.

More Than Just Romantic Partners

Valentine’s Day is no longer just about couples—more consumers are shopping for family, friends, co-workers, and even pets.

  • Significant others: $14.6 billion (new record)
  • Family members: $4.3 billion
  • Friends: 32% of consumers (highest in survey history)
  • Co-workers: 19% (new record)
  • Pets: 32% of consumers This expanded gifting trend reflects a broader approach to celebrating all meaningful relationships, driving higher spending across multiple categories.

How and Where Consumers Are Shopping

Consumers are turning to both online and in-store options, with digital channels continuing to gain ground. According to Statista:

  • Online shopping: 38% of consumers
  • Department stores: 34%
  • Discount stores: 29%
  • Florists & specialty stores: 18%

Social media is an increasingly powerful driver of purchases, with 60% of consumers buying gifts they discover on social platforms. Brands leveraging influencer marketing, short-form videos, and targeted ads are better positioned to capture these impulse buyers. Additionally, Google searches for Valentine’s Day gifts spike annually between February 11-13, signaling last-minute buying behavior.

Who’s Spending the Most?

Younger consumers are leading the charge in Valentine’s Day spending:

  • Gen Z: $235 per person
  • Millennials: $202 per person
  • Gen X: $143 per person
  • Baby Boomers: $53 per person

Additionally, 55% of men plan to celebrate the holiday, marking a 4% increase from 2024.

What’s Next?

The Valentine’s Day market is expanding, with spending habits shifting towards inclusivity, personalization, and experiences. Consumers are spending more, celebrating more relationships, and turning to digital-first shopping experiences. For brands, the opportunity is clear: those who optimize their e-commerce strategy, leverage social media engagement, and provide unique gift experiences will maximize sales and capture the growing market demand.

What’s next is coming fast. Will your brand be ready?