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Valentine's Day spending in 2025 is projected to reach a record $27.5 billion, according to a survey by the National Retail Federation (NRF) and Prosper Insights & Analytics. This figure surpasses the previous record of $27.4 billion set in 2020. The survey indicates that consumers plan to spend an average of $188.81 on the holiday, up from $185.81 in 2024.
Over half of Americans, 56%, plan to celebrate Valentine's Day this year, with men showing a higher likelihood of participating compared to previous years. The most popular gifts include candy, flowers, greeting cards, an evening out, and jewelry. Spending on significant others is expected to reach a new high of $14.6 billion, while gifts for family members are projected to hit $4.3 billion.
Online shopping remains the top choice for consumers, with 38% planning to purchase gifts online, followed by department stores and florists. The NRF survey also highlights a growing trend of purchasing gifts for friends and coworkers, with 32% of consumers planning to buy gifts for friends and 19% for coworkers, both record highs.
The survey, conducted in early January, involved 8,020 adult consumers and has a margin of error of plus or minus 1.1 percentage points. As Valentine's Day approaches, retailers are expected to offer a variety of gift options and deals to meet consumer demand.
