2024 Valentine’s Day consumer trends (2024)

Valentine's Day spending

Learn more about Valentine's Day shopping in 2024.

Sparks are flying this Valentine’s Day as consumers get ready to show their loved ones how much they care. Overall, consumers plan to spend $25.8 billion on Valentine’s Day this year — an average of $185.81 per person, according to the annual survey by NRF and Prosper Insights & Analytics.

As part of this, they’re expecting to spend record amounts on significant others and reach new highs in romantic gift categories. Read on to learn more about how consumers are celebrating their love stories this year.

Romance is in the air

After consumers splurged last year to celebrate other relationships in their lives like friends, co-workers, classmates and teachers, and pets, spending on these groups is returning to normal levels as consumers look for ways to celebrate the romantic relationships in their lives this year. NRF’s data shows that consumers are planning to spend a new high of $14.2 billion on their significant others or spouses this year, or a record $101.84 per person.

While consumers overall are prioritizing gifts for partners and spouses this year, they are not neglecting the other special relationships in their lives. For example, although consumers ages 35-44 are spending the most on their romantic partners, they are also the age group planning to splurge the most on gifts for pets.

Finding the perfect gift to say “I love you”

No matter who you’re shopping for — whether you’re following the trend and splurging on your significant other, showing love to your friends, pets and coworkers, or celebrating “Galentine’s Day” with your friends — there’s something for everyone. While candy and greeting cards remain the most popular Valentine’s gifts, consumers are also setting records on spending for jewelry, flowers, clothing and an evening out this year as they celebrate the romantic relationships in their lives.

Some consumers are also thinking outside the box when it comes to gifts this year. Data on sales from Shopify merchants in January shows shoppers are focusing on more unique items.

“Classic gifts like candles, jewelry, pajamas and perfume are certainly popular,” Shopify President Harley Finkelstein says. “But we’re also seeing shoppers opt for non-traditional gifts focused on experiences, like recreating your favorite co*cktail at home with a new barware set, planning for an upcoming adventure with travel accessories, or elevating couples’ game night with table shuffleboard.”

Even if you’re somewhere in between friends and romantic partners, retailers have a gift for that too. This year, Shopify merchant Sweethearts released “Sweethearts Situationships” candy as the perfect gift for your special (albeit emotionally unavailable) someone.

Showing love in non-traditional ways

Even those not celebrating the holiday find ways to make the day special. According to NRF’s survey, about a third of those not planning to celebrate Valentine’s Day still find ways to mark the occasion.

These trends are particularly popular among younger consumers. Over half (53%) of 18- to 34-year-olds and 42% of 25- to 34-year-olds not celebrating Valentine’s Day still find a way to mark the occasion. Many elect to treat themselves to something special or plan a get-together or evening out with other single friends or family members.

For those marking the occasion by treating themselves or throwing a party with single friends, Walmart, Macy’s and Kay Jewelers have you covered with “Galentine’s Day” gift guides.

For more insights into how consumers are sharing the love, check out NRF’s Valentine’s Day headquarters.

2024 Valentine’s Day consumer trends (2024)


What are the consumer trends for Valentine's day 2024? ›

Some 33% will shop in department stores, while 31% will head to discount stores, and 17% will buy from florists, the NRF notes. Candy (at 57%), greeting cards (40%), and flowers (39%) will be the most popular gifts. But don't discount an evening out, which ranks at No. 4 with 32%.

How much will people spend on Valentine's day in 2024? ›

This display of love will not come cheap. The National Retail Federation (NRF) estimates that consumers will spend a record $25.8 billion, an average of $185.81 per person, on Valentine's Day in 2024. It is no wonder that US retailers love the holiday. So, who was this Saint Valentine to whom they owe the windfall?

What are most consumers buying for Valentine's day? ›

For Valentine's Day 2024, roughly half of surveyed U.S. shoppers said they would buy chocolate or candy as a gift for another, making it the most shopped for Valentine's Day gift. About a third of respondents said they intended to purchase flowers.

How many people celebrate Valentine's day in 2024? ›

There's More to Valentine's Day Than a Box of Chocolates

According to Drive Research, 52% of Americans will be celebrating Valentine's Day in 2024. 35% of consumers will shop online for gifts.

What are consumers doing who are not celebrating Valentine's Day but still plan to mark the occasion? ›

Many elect to treat themselves to something special or plan a get-together or evening out with other single friends or family members. For those marking the occasion by treating themselves or throwing a party with single friends, Walmart, Macy's and Kay Jewelers have you covered with “Galentine's Day” gift guides.

Who is the target market for Valentine's Day? ›

Set your sights on the right target

On Valentine's Day, men are the big spenders – in fact, men spend about twice as much as women on Valentine's gifts. For many brands and advertisers, it might well be worth creating a campaign focusing on a male audience. Also, the typical Valentine's day shopper tends to be younger.

Is Valentine's Day still a trend? ›

Valentine's Day, once a modest celebration of love, has undergone a remarkable transformation in India in recent times. The traditional concept of expressing affection has evolved into a commercial extravaganza, influenced by global trends and marketing strategies.

How does Valentine's Day impact the economy? ›

According to the National Retail Federation (NRF), 62% of consumers ages 25-34 plan to celebrate Valentine's Day in 2024. The projected total in general for spending is $25.8 billion, while the projection for spending specifically on significant others is $14.2 billion.

Who spends more on Valentine's Day? ›

40% said they would spend money on Valentine's Day cards, 39% on flowers, 32% on an evening out and 22% on jewelry. Not only that, Valentine's Day tends to be the most popular day to get engaged. Spending differs by gender and age. Men spend more on Valentine's Day ($200+), while women usually spend less.

What do most people buy on Valentine's Day? ›

Sure, diamonds are great, but chocolate's sweeter. This is probably why 57% of consumers buy Valentine's Day candy as a gift for their loved ones. Other popular gifts include cards (40%), flowers (37%), and an evening out (31%).

What item makes the most money from Valentine's Day? ›

60% of Americans planned to buy greetings and gift cards (NRF report 2023). Therefore, they are the top-selling items for Valentine's Day, especially if they are unique or personalized. Many people like to exchange cards on this holiday as a way to express their feelings and affection for their loved ones.

What is the most popular arrangement sold on Valentine's Day? ›

The most popular flower to give on Valentine's Day is the red rose. Red roses have long been a symbol of romantic love. However, if red roses aren't to their taste, you could always gift other popular Valentine's Day flowers, such as lilies, tulips or carnations.

What are the top 7 best selling products or services for Valentine's Day? ›

What to Sell on Valentine's Day?
  • Chocolates/Sweets. Nearly 30% of US adults wished to receive chocolate and sweets on this occasion. ...
  • Flowers. How can we celebrate Valentine's Day without a luxurious bouquet of roses? ...
  • Gift Cards/Vouchers. ...
  • Clothing. ...
  • Perfumes. ...
  • Valentine's Day Cards. ...
  • Jewelry. ...
  • Lingerie.
Jan 16, 2024

What age group spends the most on Valentine's Day? ›

This statistic displays the average expected spend on Valentine's Day in the United States as of January 2022, by age group in U.S. dollars. On average, U.S. consumers aged between 35 and 44 stated that they planned to spend about 280 U.S. dollars on Valentine's Day, making them the leading spenders of 2022.

How much do they predict consumers will spend this year on Valentine's Day? ›

Overall, consumers plan to spend a total of $25.8 billion to celebrate Valentine's Day, on par with last year's spending and the third highest in the survey's history. Sixty-two percent of consumers ages 25-34 plan to celebrate this year, more than any other age group.

Is Valentine's Day a consumer holiday? ›

Valentine's Day is the second largest materialistic holiday and is a massive contributor to consumerism. Globally, the National Retail Federation expects shoppers to spend over $25.7 billion on Valentine's gifts this year, with an average of $193 per consumer.

When should I start marketing for Valentine's Day? ›

You want to find the balance between too early and too late. Being mindful that people have only recently spent money at Christmas, it's generally good practice to start your Valentine promotion from late January or the beginning of February, with reminders to non-buyers as the big day gets closer.

How much is it estimated consumers will individually spend this year on Valentines Day? ›

Sixty-two percent of consumers ages 25-34 plan to celebrate this year, more than any other age group. Consumers expect to spend $185.81 each on average, nearly $8 more than the average Valentine's Day spending over the last five years.


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