Online Valentine's Day 2026

Valentine’s Day Spending Expected to grow in most markets

The latest survey produced by the National Retail Federation and Prosper Insights & Analytics projects consumer spending on Valentine’s Day to a record $29.1 billion in the US. That’ almost 6% more than the previous record in 2025. Customers are expected to spend almost $200 on average, an increase from $188.81 last year

“Valentine’s Day is a cherished holiday that resonates with many Americans, as seen with expected record-breaking spending this year,” NRF Vice President of Industry and Consumer Insights Katherine Cullen said. “Much of that growth is driven by middle- and high-income shoppers who are expanding their gift lists to include friends, co-workers and even pets in addition to loved ones.”

Over half (55%) of consumers plan to celebrate Valentine’s Day this year. Most of those celebrating (83%) plan to purchase a gift for a significant other, with spending on gifts for romantic partners expected to reach $14.5 billion. An additional 58% plan to purchase gifts for other family members such as kids, parents or siblings, for a total of $4.5 billion in expected spending.

In line with recent years, the top shopping destination remains online (38%), followed by department stores (35%), discount stores (30%) and specialty stores (21%).

In the UK Valentine’s Day expenditure is forecast to rise by 12% to £1.6bn

The latest analysis carried out across 1,000 UK shoppers by Savvy  suggests all retail categories are set to grow, with the strongest performances coming from non-alcoholic drinks, beauty products, clothing and flowers

This year’s Valentine’s Day is the first major seasonal event to be influenced by the new UK HFSS regulations, which ban less healthy food products from paid-for online advertising and introduce a 9pm TV watershed.

For most Valentine’s shoppers, the occasion remains an at-home event rather than a night out. Over three-quarters (77%) plan to celebrate at home with their partner, and 73% say they will buy a special meal or drinks.

Valentine’s Day continues to evolve beyond its traditional focus on romantic couples, with demand broadening from Galentine’s celebrations to pet gifting, and shoppers increasingly open to exploring different routes to purchase.

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