Record US Spending Expected to Reach $29.1 Billion
Source:Holiday Party /
Time:2026-08-24
Consumer spending for Valentine’s Day 2026 is projected to reach record levels, with the National Retail Federation estimating total spending at $29.1 billion, up from the previous record of $27.5 billion in 2025 .
Key Spending Metrics:
Average shopper budget: $199.78, up from $188.81 last year
Over half (55%) of US consumers intend to celebrate
83% of shoppers plan to purchase a gift for a significant other
Middle- and high-income shoppers driving much of the growth
Katherine Cullen, NRF's VP of consumer insights, stated: "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" .
