Americans Fall Out of Love with Valentine’s Day — But Those Celebrating Are Set to Spend More than Ever

Executive Summary

• Total Valentine’s Day spending in the U.S. is expected to reach $20.7 billion this year, a 5% increase from $19.6 billion in 2018, according to an annual survey released by the National Retail Federation (NRF) and Prosper Insights & Analytics.
• Gifting trends on Valentine’s Day have changed substantially over the past decade, resulting in fewer people celebrating this year — but those who do will spend more.
• People in the age group 35-44 are expected to be the highest net spenders.