RetailMeNot: 84% Plan to Buy Gifts, But Average Spend Drops 36%
Source:Holiday Party /
Time:2026-08-24
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 .
Gift Recipients (2026):
Recipient | Percentage |
|---|---|
Romantic partner(s) | 64% |
Children or grandchildren | 39% |
Themselves | 33% |
Friends | 20% |
Parents or stepparents | 19% |
Siblings or stepsiblings | 15% |
Interpretation: Valentine's Day is becoming a distributed celebration where shoppers acknowledge multiple people in their lives, spreading smaller amounts across more recipients instead of one expensive romantic gesture .
