Average Valentine's Day Budget: $199.78 (Record High)
Source:Holiday Party /
Time:2026-08-24
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
