How much money Americans plan to spend on Valentine’s Day

How much money Americans plan to spend on Valentine's Day

How much money Americans plan to spend on Valentine’s Day


While you can’t put a price on true love, you’ll still wonder how much other people are going to spend on Valentine’s Day.

Americans planning to celebrate the holidays will spend an average of about $175 to $210 this year, according to several recent surveys. A survey by Lending Tree puts the average spend at $208, while a survey by the National Retail Federation (NFA) puts the figure closer to $175.

Perhaps unsurprisingly, the top spend was $247 for couples who had been together for less than two years. For couples who have been together for more than two years, spending falls back to nearly $175, according to LendingTree.

“People tend to get bigger in the early stages of a relationship,” said Matt Schultz, chief credit analyst at LendingTree.

But that doesn’t necessarily mean that people who spend less later will take their partners for granted: “Some people may become more practical and choose to spend their money on things that are more beneficial to them, like saving for the couple. Money. Home or vacation,” Schultz said.

It could also explain why engaged couples plan to spend $322 this year — $100 more than married couples plan to spend.

According to LendingTree, here’s how the payout breaks down by generation:

  • Gen Z (ages 18-25): $164
  • Millennials (age 26 to 41): $294
  • Generation X (age 42 to 56): $182
  • Baby Boomers (57 to 76 years old): $122

what people buy on valentines day

Among those planning to celebrate Valentine’s Day, their most common spending plans include buying candy (56%), greeting cards (40%), flowers (37%) and jewelry (22%), according to the NFA survey.

If you’re planning to go out on Valentine’s Day, you might want to make dinner or theater reservations now. According to the NFA, nearly a third of respondents said they were planning to “go out at night,” which is close to pre-pandemic levels.

This aligns with 41% of respondents saying they want an “experiential gift” this year, such as a concert or sporting event, again in line with pre-pandemic needs in previous versions of the NFA’s survey.

Nearly a third of respondents also said they may incur credit card debt as a result of Valentine’s Day spending. 43% of respondents said they would hide debts from their partners, perhaps suggesting that love is blind in many ways.

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