D. Tighe
Research expert covering consumer behavior, sporting goods retail, and the global toy industry.
Valentine's Day in the U.S. - statistics & facts
Valentine’s Day is celebrated every year on February 14 and is widely considered the most romantic holiday of the year. Although the holiday’s roots are ancient and related to a Christian martyr, Saint Valentine of Rome, in today’s world, it is a celebration of love: both romantic love between partners, and platonic love between friends and family. On this day, children in the United States typically distribute Valentines cards and candy to their classmates and couples plan a romantic date night for the occasion. When asked whether they were planning to celebrate Valentine’s Day this year, just over half of adults in the United States said they would, making it one of the more divisive holidays. What's more, Americans seemingly became less likely to celebrate the event in recent years compared to the late 2000s and early 2010s.
Valentine’s Day expenditure
In 2024, consumers in the United States are expected to spend an estimated total of 26 billion U.S. dollars for Valentine’s Day, which would be roughly the same amount as in 2023, but a decrease when compared to the projected spending highs of 2020. 2024's total translates to an estimated average spend of just over 185 U.S. dollars per capita. That year, a large portion of the country’s Valentine’s Day sales were set to be attributed to romantic outings and jewelry.Romance versus rising prices
As of early 2022, consumer behavior shifted somewhat compared to before as a result of global inflation issues. This increase in consumer good prices came about due to several contributing factors, including the COVID-19 pandemic, and its ensuing supply problems, as well as Russia's invasion of Ukraine. From focusing on buying necessities only to putting off buying gas, consumers around the world and in the United States have been paying close attention to their spending habits as of late. When asked how they would keep Valentine's Day spending costs down in 2024, about three in 10 U.S. consumers said they intended to look for lower cost gifts. Just over a fifth of respondents explained that they would be opting for a nice home-cooked meal instead of dining out.
