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Source:Holiday Party / Time:2026-08-24
Where Americans Are Shopping:
Americans are shopping across multiple channels for Valentine's Day 2026, with online shopping leading at 38% . Shopping Channel Preferences: Online: 38% Department stores: 35% Discount stores: 30% Specialty stores: 21% Year-over-Year Trends: Online remains the top shopping destination Department stores hold steady as second choice In line with recent years' patterns
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Source:Holiday Party / Time:2026-08-24
Valentine's Day Price Increases Over the Decade
A comparison of Valentine's Day gifts in 2016 and 2026 reveals that romance has become significantly more expensive, with the full celebration package rising 51% from $512 to $774 . Price Comparison: Item 2016 Price 2026 Price Increase Box of chocolates $15.11 $50.70 236% Dinner for two $80.46 $209.00 160% Champagne $51.54 $117.10 127% Dozen roses $41.66 $69.13 66% Diamond earrings $323.26 $438.37 36% What Changed: Champagne dropped off the top five list in 2026, replaced by greeting cards ($7.19), the most inflation-resistant expression of love . Sam Bourgi, Senior Analyst at InvestorsObserver, stated: "People may be recreating 2016 aesthetics, but not 2016 prices. Nostalgia might be trending online, but from a finance perspective, it's clear romance has got a lot more expensive" .
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Source:Holiday Party / Time:2026-08-24
RetailMeNot: 84% Plan to Buy Gifts, But Average Spend Drops 36%
According to a RetailMeNot survey of more than 1,000 U.S. adults, 84% of consumers plan to buy Valentine's Day gifts in 2026 (slightly down from 87% in 2025). However, expected average spending is **$105**, down from $165 in 2025
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Source:Holiday Party / Time:2026-08-24
Valentine's Day: A Full-Season Retail Moment
Campaigns are now launching in early January, with momentum building steadily and peaking in late January, nearly three weeks ahead of the holiday, according to Klaviyo analysis . Key Timing Insights: Purchasing patterns show growing share of transactions occurring on Valentine's Day itself More than 40% of text campaigns reference Valentine's Day on February 14 Earlier product discovery: product views rose 28% year-over-year Valentine's Day is evolving into a full-season retail moment Strategic Implication: Brands are shifting from last-minute promotions to sustained engagement throughout the season .
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Source:Holiday Party / Time:2026-08-24
Klaviyo Analysis: Valentine's Day Discounts Ease as Brands Shift to Personalization
Average discount levels for Valentine's Day fell from 12% last year to just over 10% in 2026, signaling reduced reliance on promotions as brands focus on customer data and personalization . Key Findings: Health and beauty discounts declined from 17% to around 12% Jewelry remains the most prominent category (31% of campaigns) Food and beverage and pet products are increasingly featured in Valentine's campaigns Product views related to Valentine's Day rose 28% year-over-year Jamie Domenici, Chief Marketing Officer at Klaviyo, stated: "It's no longer about buying a gift for one special someone. For some people, it's Galentine's Day, for others, it's a treat-yourself moment or an excuse to do something fun. If you know which of those moments your customer is shopping for, you don't have to rely on discounts to get their attention" .
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Source:Holiday Party / Time:2026-08-24
McKinney & Co. Valentine's Day Spending: $89.79 Average
A survey by McKinney & Co. found that the average Valentine's Day spending per person in 2026 is $89.79, with 65% of respondents saying they will spend the same or more compared to previous years . Survey Demographics: Majority of respondents (73%) are aged 25–45 54% are female, 46% male 63% are married or in a relationship Spending Intentions: Those in relationships plan to spend a little more than singles Younger generations (25–35) plan to spend the most This year's gift spending is driven by the 18–44 age group
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Source:Holiday Party / Time:2026-08-24
Valentine's Day 2026: Consumers Plan to Spend 'More' or 'Same'
According to Bread Financial's Valentine's Day Look Ahead survey, 34% of celebrants plan to spend 'more' on Valentine's Day purchases in 2026, while 57% plan to spend the 'same' as last year . Generational Differences: Gen Z and millennials are driving spending momentum Younger generations are significantly more likely to indicate that compelling credit card offers could entice them to spend more Superstores are the top Valentine's Day retail destination across generations Key Takeaway: More modest spending plans among consumers at-large could be a sign of trends to come, but identifying and leaning into key areas of opportunity (Gen Z and millennials) could help retailers connect with new shoppers .
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Source:Holiday Party / Time:2026-08-24
Average Valentine's Day Budget: $199.78 (Record High)
Shoppers are budgeting a record **$199.78** on average for Valentine's Day gifts in 2026, up from $188.81 last year and surpassing the previous record of $196.31 set in 2020 . Budget Distribution: Middle- and high-income shoppers driving much of the growth 83% of celebrants purchase gifts for significant others 58% purchase for other family members 35% purchase for pets (record high) Katherine Cullen noted: "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
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Source:Holiday Party / Time:2026-08-24
Zales x Sweethearts Capsule Reimagines Conversation Hearts
Zales launched an exclusive capsule collection with Sweethearts® candy for Valentine's Day 2026, transforming iconic conversation hearts into fine jewelry charms . Collection Details: Three engraved heart charms: "ooh lala," "amore," and "xoxo" Available in mystery blind boxes for $49.99 (originally $299.98) Crafted in 10K yellow gold with lab-grown diamonds (1/10 carat total weight) Limited-edition, launched February 3, 2026 Amanda Rather, Senior Director of Marketing at Zales, stated: "Growing up, Sweethearts were little affirmations you loved to give and hoped to get. With Zales x Sweethearts, we wanted to flip that idea and create something fun and nostalgic that reminds customers the most powerful affirmations are the ones they give themselves" .
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Source:Holiday Party / Time:2026-08-24
Most Popular Gifts: Candy, Flowers, Greeting Cards, Evening Out, Jewelry
Candy remains the most popular Valentine's Day gift for 2026, with 56% of consumers planning to purchase candy . Top Gift Categories by Popularity: Gift Type Percentage of Consumers Candy 56% Flowers 41% Greeting Cards 41% Evening Out 39% Jewelry 25% Top Spending Categories: Jewelry: $7 billion Evening Out: $6.3 billion Clothing: $3.5 billion Flowers: $3.1 billion
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