Valentine’s Day spending is estimated to be more than $29 billion each year, making Valentine’s Day the third most expensive holiday for U.S. consumers.
More than 35 percent of people expect their Valentine to spend at least $50 on a gift, and 60 percent say irresponsible spending is a bigger turnoff than bad breath, according to a 2026 Valentine’s Day Survey by WalletHub, a personal finance website.
Since Valentine’s Day has a real impact on people’s wallets, WalletHub took a look at the holiday to help people see what Valentine’s Day is going to their finances.
Among its findings are:
- $29.1 billion: The total Valentine’s Day spending projected for 2026. That’s $199.78 for each person celebrating.
- 2 times: Men will spend almost twice as much as women, on average, for Valentine’s Day 2026.
- $13.3 billion: The amount Americans will spend on jewelry, $7 billion, and a special evening out, $6.3 billion.
- 60 percent: The share of marriages that begin online.
- 33 percent: The overall online dating activity increase across the U.S. between February 1 and February 14.
- $8.9 billion: The projected global dating services market size by 2029.
- 39 percent: The amount of Americans who plan to give the gift of an experience this year, an evening out.
- 33 percent: The share of Americans who anticipate having credit card debt due to Valentine’s Day spending.
- 56 percent: The amount of those celebrating who plan to buy candy.
- 41 percent: The share of those celebrating who plan to buy flowers.
- 55 percent: The amount of adults who are celebrating Valentine’s Day.
- 31 percent: The share of singles who say they’re looking forward to treating themselves for Valentine’s Day or plan a get-together with their single friends or family.
- 15 percent: The amount of singles who say they’ll go to a bar with hopes of meeting someone new on Valentine’s Day.
- 34 percent: The share of Americans who will buy themselves a present on Valentine’s Day.
- 87,000: The number of marriage proposals that are made on Valentine’s Day every year.
- 41 percent: The amount of people who will buy Valentine’s Day greeting cards.
People may express their affection in ways that are less expensive and perhaps more meaningful, Nada Nassr Bechwati, associate professor of marketing at Bentley University, said in a statement.
For example, Bechwati suggests, cooking for the person they like, preparing something hand-made, such as a card, or writing a letter. Playing a game together or watching a free movie, might also be highly appreciated.
Typical Valentine’s Day money-wasters, she said, include expensive roses, lavish dinners, and over-priced jewelry.
