The Price of Romance: Sweet Statistics about Valentine’s Day

Valentine's Day celebrates love, but it's also big business. Each year, billions of dollars are spent on gifts and experiences, with consumers navigating everything from romantic expectations to budget constraints. In this article, we'll take a look at some key statistics behind Valentine's Day spending, including how much people spend, what they buy (and when), the average cost of a dozen roses, and more.

In addition to finding compelling statistics, our FinanceBuzz research team surveyed 1,000 Americans in relationships to understand what's in store for 2026.

Key findings

• Two-thirds of people in relationships (66%) are trying to save money on Valentine's Day compared to last year. The most common cost-cutting measures include eating at home instead of dining out (30%), spending less on gifts (22%), and choosing low-cost activities (20%).
• The average amount shoppers are planning to spend on Valentine's Day this year is $200.
• Across the country, it costs a little more than $93 to buy a dozen roses from flower shops in the U.S. this year, a 2.8% increase from 2025.
• According to the FBI, romance scams cost victims nearly $675 million in the most recent year for which data is available (2024).
• More than a quarter of Valentine's shoppers (26%) wait until the last minute to buy gifts.

1. 2026 spending plans: Two-thirds of people are trying to save money this Valentine's Day

While rising costs aren't stopping too many people from celebrating with their beloved this Valentine's Day, the majority of celebrants are doing something to try and keep costs down. Only one-third of respondents surveyed by FinanceBuzz said they aren't changing their Valentine's plans to save money compared to last year. The remaining two-thirds are looking to save somewhere.

The most common tactic for saving on Valentine's Day 2026 is to cook at home instead of eating out, a step that 30% of people are taking. Around one-fifth of respondents say they plan to spend less on gifts (22%) or choose lower-cost activities for their celebrations (20%). At least 17% are skipping gifts altogether, and 15% are choosing smaller or non-traditional gifts.

Source: FinanceBuzz survey of 1,000 U.S. adults

2. Most people prefer a gift with meaning over one with a big price tag

When asked whether they prefer an expensive gift or a thoughtful/meaningful gift for Valentine's Day, more than two-thirds of respondents, 67%, chose the latter.

Just 1% of people claim that the cost of their gift matters most, while 17% expressed a preference for a gift that is equal parts expensive and thoughtful. Nearly the same portion of the population, 15%, said that they don't care about Valentine's gifts at all.

Source: FinanceBuzz survey of 1,000 U.S. adults

3. More than a quarter of shoppers wait until the last minute to buy Valentine's Day gifts

Valentine's Day falls on the same day every year, February 14. Despite the consistent calendar placement, the holiday still manages to sneak up on a large portion of the population, as more than one-quarter of people, 26%, say they buy their Valentine's gifts in the last few days before the holiday.

This inclination towards last-minute buying is also pretty consistent across gender and age lines. 28% of men wait until right before the big day to make their Valentine's purchases, while 25% of women say the same. In terms of generational differences, the gap between the generation where the smallest percentage of people buy at the last minute (Gen Z) and the generation where the largest portion wait until right before the holiday (Gen X) was just five points.

Source: FinanceBuzz survey of 1,000 U.S. adults

4. Americans will spend a record amount of money on Valentine's Day this year

In 2026, shoppers plan to spend more than ever on Valentine's gifts and experiences: $29.1 billion. That amount is $1.6 billion above the previous high of $27.5 billion set last year.

Per-person spending is expected to reach $199.78 this year, up $7.50 from last year.

Source: National Retail Federation

5. The price of a dozen roses has risen by more than $10 since 2023

Roses are a symbol of romance, and sending the flowers to your beloved is a classic and timeless Valentine's Day gesture. Sending a dozen roses this year comes with an average price tag of $93.07, over $2.50 more than in 2025 ($90.50) and nearly $13 more than the same bunch of flowers cost in 2023. This comes to a 16.1% increase in just a few short years.

While $93 is the average cost for a dozen roses across the country, costs can vary greatly from one state to another. The most expensive roses are in Hawaii, coming with an average price tag of $126.65, while romantics in Indiana can get the same number of flowers for $71.99 on average, a difference of nearly $55 between the most and least expensive states.

Source: FinanceBuzz analysis of 150 florists across the country

6. Nearly a third of annual holiday flower shop orders are for Valentine's Day

According to the Society of American Florists, Valentine's Day is the top holiday for flower shops and flower purchases, with 30% of annual holiday purchases from florists occurring in relation to Valentine's. That edges out Christmas and Mother's Day, which each account for 26% of holiday-related flower shop orders.

All told, around 250 million roses are produced every year to meet Valentine's Day demand, with the U.S. Census Bureau setting the value of imported roses and buds at $125 million in the most recent Census release. While roses come in a variety of colors, red is by far the most popular, accounting for 73% of all Valentine's roses sold by florists.

Sources: Society of American Florists, My Teleflora, U.S. Census Bureau

7. More than half of consumers buy candy for Valentine's Day

Among those spending money on Valentine's Day, 56% will buy candy for their beloved this year, making sweet treats the most common purchase for the holiday.

41% plan to purchase flowers, and the same percentage plan to buy a greeting card for the occasion. Nearly two-in-five (39%) will be going out for the night with their partner, while a quarter of consumers are buying jewelry for Valentine's Day this year.

Source: National Retail Federation

8. Chocolate is big business in California and Pennsylvania

All that Valentine's candy has to come from somewhere, and chances are good it comes from either California or Pennsylvania. According to the Census, those two states lead the nation in the number of currently operating chocolate makers.

California has 130 chocolate producers, which is the most in the country. This includes major companies such as See's Candies and Ghirardelli, both headquartered in the San Francisco Bay area.

Perhaps more impressive, however, is Pennsylvania's chocolate industry, which counts nearly as many chocolate makers as California (118) despite having roughly one-third the population of the Golden State. The most notable Pennsylvania-based chocolate company is Hershey's, one of the biggest candy companies in the world, and maker of beloved chocolates like Reese's and Kit Kat.

Source: U.S. Census Bureau

9. Romantics spent $6.5 billion on jewelry last year

While only 25% of consumers are buying jewelry for their significant other this Valentine's Day, the total amount they plan to spend on those gifts outpaces every other major gift category.

All told, Americans are planning to spend $7 billion on jewelry this Valentine's Day, more than half a billion dollars more than they will spend on an evening out with their beloved ($6.3 billion), which was the gift category with the second-highest total spending. $3.5 billion will be spent on clothing, while $3.1 billion will be spent on flowers.

Source: National Retail Federation

10. Steak and seafood orders double on Valentine's Day

Dining out with your significant other for Valentine's Day is an essential part of the holiday for many couples, and the celebratory mood of the evening can lead many to splurge on their meal.

According to Toast, a restaurant management software company, orders for steak are 135% higher on Valentine's Day compared to a typical day, while seafood orders are 100% higher than normal. Couples are also more likely to indulge in an adult beverage and a sweet treat with their Valentine's meal, as dessert orders are 80% higher and wine purchases increase by 63%.

Source: Toast, Inc. 2024 Valentine's Day Food Insights

11. The majority of U.S. adults have heard wedding bells

According to the Census, 65% of adults in the United States have been married at some point in their lives. This includes 50% who have been married once, 12% who have been married twice, and 3% who have been married three or more times. Just 34% of adults in the country have never been married.

This data accounts only for people who have been married at any point in their lives and does not reflect the number of adults currently married. The percentage of adults who are currently married is a little less than half, 47%. Between America's married couples and people who are dating but not officially hitched, 55% of consumers say they will celebrate Valentine's Day this year.

Source: U.S. Census Bureau, National Retail Federation

12. Scammers take hundreds of millions from lonely hearts every year

While Valentine's Day is all about celebrating love, there are unfortunately criminals out there looking to exploit people looking for a Valentine of their own. In the most recent year for which data is available (2024), the Federal Bureau of Investigation received nearly 18,000 reports of romance scams from across the country. Victims of these scams lost over $670 million, an increase of nearly $20 million from the year prior.

Elderly victims looking for connection late in life are particularly vulnerable to these scams. People over the age of 60 account for 43% of all romance scam victims and 58% of the money taken from victims.

Source: FBI's 2024 Internet Crime Complaint Center (IC3) Annual Report

Tips for saving while celebrating with your sweetheart

Romance doesn't have to be expensive. Here are some tips for getting the most out of your Valentine's Day this year without breaking the bank:

• Set a budget. Most people prefer a thoughtful gift to an expensive one, so talking with your significant other and setting a budget for the holiday may be a great way to save money and find more meaningful gifts.
• Get rewarded for your romantic night out. A nice meal at a fancy restaurant is a classic Valentine's move, and using one of the best credit cards for dining can be a great way to earn points and cash back while eating out.
• Earn points towards a romantic getaway. Valentine's is a big day for marriage proposals, and all those happy couples would be wise to use one of the best travel credit cards for honeymoons to start earning points towards their post-wedding vacation.

Sources

1. National Retail Federation Valentine's Day press release
2. FinanceBuzz - The Cost of a Dozen Roses in Each State
3. Society of American Florists Valentine's Floral Statistics
4. My Teleflora Valentine's Day Statistics
5. U.S. Census Bureau Valentine's Day Fun Facts
6. 2024 FBI Internet Crime Complaint Center (IC3) Annual Report
7. Toast, Inc. Valentine's Day Food Insights
8. FinanceBuzz Survey of 1,000 U.S. Adults in relationships. Survey conducted in January 2026.

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