Valentine's Day spending in the U.S. will hit a record high of $27.5 billion in 25 years, with online shopping still dominating

It is learned that recently, according to foreign media reports, Valentine's Day consumption in the United States this year is expected to hit a new high, and more than half of consumers plan to celebrate Valentine's Day. As was the case last year, consumers' preferred shopping destination is still online.

According to an annual survey by the National Retail Federation (NRF) and Prosper Insights & Analytics, total Valentine's Day spending is expected to reach $27.5 billion in 2025, exceeding last year's $25.8 billion and slightly higher than the record of $27.4 billion set in 2020. The average consumer spend is expected to reach $188.81, up from $185.81 last year.

Online shopping remains the top choice for consumers, with 38% of respondents saying they will buy Valentine's Day gifts online. This is followed by department stores (34%), discount stores (29%), and florists and specialty stores (18%). This year's most popular gift categories include candy (56%), flowers (40%), greeting cards (40%), nights out (35%), and jewelry (22%). In terms of spending in each category, jewelry is expected to total $6.5 billion, nights out $5.4 billion, flowers $2.9 billion, candy $2.5 billion, and greeting cards $1.4 billion.

The study also pointed out that in addition to traditional Valentine's Day gifts, more and more consumers are choosing to buy gifts for friends, colleagues and even pets. The survey shows that 32% of consumers plan to give gifts to friends, up from 28% last year, setting a new record in the survey. 19% of consumers expect to prepare gifts for colleagues, up from 16% in 2024, also setting a new record. In addition, 32% of consumers plan to buy gifts for pets, the same proportion as last year.

"Consumers are celebrating Valentine's Day in more diverse ways to express gratitude and love for those around them," said Phil Rist, executive vice president of strategy at Prosper Insights & Analytics. "The continued popularity of buying gifts for people other than significant others or family members reflects consumers' growing interest in celebrating all the meaningful relationships in their lives."

Author ✎ Rayna/

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