NRF: U.S. consumers will spend $27.5 billion on Valentine's Day in 2025

Valentine's Day consumers are expected to spend an all-time high of $27.5 billion in 2025, according to an annual survey released by the National Retail Federation and Prosper Insights & Analytics. That's up from $25.8 billion last year and just above the previous record of $27.4 billion set in 2020. Shoppers plan to spend an average of $188.81 this holiday, up from $185.81 in 2024.

More than half (56%) of consumers plan to celebrate Valentine’s Day this year, up from 53% in 2024. Men are more likely to celebrate Valentine’s Day this year, with 55% planning to participate, up from 51% in 2024.

The most popular gifts this year include candy (56%), flowers (40%), greeting cards (40%), a night out (35%) and jewelry (22%). Of these, people plan to spend $6.5 billion on jewelry, $5.4 billion on a night out, $2.9 billion on flowers, $2.5 billion on candy and $1.4 billion on greeting cards.

Consumers continue to prioritize gifting to those closest to them. Total spending on significant others is expected to reach a new record of $14.6 billion, up from last year’s record of $14.2 billion. Total spending on gifts for family members is expected to reach $4.3 billion, up from $4.0 billion in 2024 and consistent with the 2020 record of $4.2 billion.

32% of consumers also plan to buy gifts for friends this Valentine's Day, up from 28% last year and the highest level in the survey's history. Another 19% plan to buy gifts for co-workers, up from 16% in 2024, also a new record. 32% also plan to buy gifts for pets, the same as last year.

As in 2024, the most popular shopping destination remains online (38%), followed by department stores (34%), discount stores (29%), and florists and specialty stores (tied at 18%).

For those who don't plan to celebrate the holiday, 28% still plan to mark the occasion in some way. The most popular ways include treating yourself to something special and then planning a party or a night out with other single friends or family.