GIFT AND HOME RETAILER NEWS
A Service of GiftsWholesale.Com & OmegaNet Inc.

Valentine’s Day Spending Set to Hit a Record-Breaking $29.1 Billion in 2026

U.S. consumers are preparing to pour more money than ever into Valentine’s Day this year, with total spending expected to reach an unprecedented $29.1 billion, according to new data from the National Retail Federation (NRF) and Prosper Insights & Analytics (source). This milestone surpasses the previous high of $27.5 billion set in 2025, signaling both strong consumer confidence and a widening scope of holiday gift-giving.

Average Spending Climbs as Consumers Expand Their Gift Lists

This year, shoppers plan to budget an average of nearly $200 per person for Valentine’s Day-related purchases. While traditional gifts such as flowers, jewelry, chocolates, and romantic dinners continue to be popular, the NRF notes a growing trend: consumers are expanding their lists well beyond significant others.

Record spending is predicted for Valentine's Day (photo: Midjourney AI)

According to the survey, 55% of Americans plan to celebrate Valentine’s Day, but their spending is becoming more inclusive. Friends, co-workers, neighbors, classmates—and even service providers—are increasingly appearing on gift lists. This shift reflects a broader cultural move toward celebrating a wide circle of meaningful relationships, not just romantic ones.

Katherine Cullen, NRF Vice President of Industry and Consumer Insights, noted in a statement that the 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.” This broader gifting trend is helping push spending to new heights.

Record Number of Shoppers Plan to Treat Their Pets

One of the biggest contributors to the surge is pet-related spending. A record 35% of consumers plan to buy Valentine’s Day gifts for their pets—a significant increase that highlights the deep emotional bonds Americans feel with their furry companions.

From heart-shaped treats to themed toys and personalized accessories, retailers have leaned into this trend with new product lines tailored specifically for pets. The growing desire to include pets in holiday celebrations reflects larger shifts in consumer behavior, where pets are increasingly considered full-fledged family members.