Americans are going digging deeper into their pockets for their sweeties on the most romantic day of the year.
Consumers plan to spend a total of $25.8 billion, according to the annual survey released Monday by the National Retail Federation and Prosper Insights & Analytics. That’s about the same as in 2023 and the third latest spending total in the survey’s history.
But total spending on spouses and significant others for the holiday is expected to reach a record $14.2 billion.
Roses, chocolates and ...sliders?:Get White Castle goodies delivered for Valentine's Day
Last year, consumers used Valentine’s Day to celebrate all the special relationships in their lives – from pets to friends and co-workers. But in 2024, consumers are prioritizing gifts for significant others, the survey said.
What are the top gifts this Valentine’s Day?
- Candy 57%
- Greeting cards 40%
- Flowers 39%
- An evening out 32%
- Jewelry 22%
- Clothing 21%
- Gift cards 19%
Spending more on jewelry, going out, clothing and flowers
We’re expected to set new spending records for spending in several categories, with folks shelling out about $6.4 billion for jewelry, $4.9 billion for an evening out,$3 billion for clothing and $2.6 billion for flowers.
Average Valentine's Day spending per person
The average consumer is expected to spend $185.81. That's about $8 more than the average Valentine's Day spending over the last five years, according to the report.
Who celebrates Valentine’s Day the most?
More than half of U.S. consumers — 53% — plan to celebrate Valentine’s Day this year, about the same as the 52% who celebrated last year.
The biggest group celebrating are consumer ages 25-34. About 62% of them are celebrating.
Where are we shopping for Valentine's Day gifts?
We continue to shop online for Valentine’s Day gifts — at 40%, up from 35% last year.
About 33% will go to department stores, while 31% will shop at discount stores and 17% will patronize florists.
What are those not celebrating doing on Valentine's Day?
Among those not celebrating a lovey-dovey holiday, 29% still plan to mark the occasion in some way, including treating themselves to something special, or planning a get-together or evening out with their single friends or family members.
The survey from January 2 to January 8 asked 8,329 adults about their Valentine’s Day shopping plans
Contact IndyStar reporter Cheryl V. Jackson at cheryl.jackson@indystar.com or 317-444-6264. Follow her on X.com:@cherylvjackson.
