Occasion data
What Americans spend on Valentine's Day gifts
We read Valentine's Day as a record-setting gifting occasion in 2026. NRF projected $29.1 billion in total spend, an average shopper budget close to $199.78, and a rising share of gifts going to pets.
The numbers
Every figure, with the source named.
$29.1B
Valentine's Day 2026 expected spend
NRF's 2026 Valentine's Day forecast set a new record at $29.1 billion and pushed the average expected budget to $199.78 per shopper.
Source: National Retail Federation (Trade body), Valentine's Day 2026. View source
35%
Valentine's shoppers buying for pets
A record 35% of Valentine's Day celebrants planned to buy a gift for a pet in 2026, lifting expected pet-gift spending to $2.1 billion.
Source: National Retail Federation (Trade body), Valentine's Day 2026. View source
$29.1B
Valentine's Day 2026 expected spend
NRF's 2026 Valentine's Day survey projected a new record of $29.1 billion, with 55% of consumers planning to celebrate and $14.5 billion expected for gifts to significant others.
Source: National Retail Federation (Trade body), Valentine's Day 2026. View source
$2.1B
Valentine's Day 2026 pet-gift spend
A record 35% of Valentine's Day 2026 celebrants planned to buy a gift for a pet, lifting expected pet-gift spending to $2.1 billion.
Source: National Retail Federation (Trade body), Valentine's Day 2026. View source