Valentine’s Day 2025 spending is projected to reach a record-breaking $27.5 billion, according to a survey released by the National Retail Federation (NRF) and Prosper Insights & Analytics. This marks a $1.7 billion increase from last year and slightly surpasses the previous record of $27.4 billion in 2020. On average, consumers plan to spend $188.81, up from $185.81 in 2024.
More than half (56%) of consumers plan to celebrate Valentine’s Day, with men showing the largest increase in participation—55% compared to 51% last year. Top gift categories include candy (56%), flowers (40%), greeting cards (40%), an evening out (35%), and jewelry (22%). Spending highlights include $6.5 billion on jewelry, $5.4 billion on dining out, and $2.9 billion on flowers.
Gifting beyond significant others is also on the rise. Spending on family members is expected to reach $4.3 billion, and 32% of consumers plan to buy gifts for friends, the highest recorded in the survey’s history. Pets aren’t left out either, with 32% of shoppers planning special treats for their furry companions.
The NRF survey also highlights the growing popularity of online shopping (38%), followed by department and discount stores. Even non-celebrators (28%) plan to mark the occasion with self-care or gatherings.
