Consumer spending on Valentine’s Day is predicted to reach a record $29.1 billion, according to the National Retail Federation (NRF)’s annual survey with Prosper Insights & Analytics. The amount surpasses the previous record of $27.5 billion set in 2025.

Over half of consumers (55%) plan to celebrate Valentine’s Day this year. Most of those celebrating (83%) plan to purchase gifts for a significant other, with an additional 58% planning to buy gifts for other family members. Shoppers are budgeting a record $199.78 on average for gifts, an increase from $188.81 last year and surpassing the previous record of $196.31 set in 2020.

“Valentine’s Day is a cherished holiday that resonates with many Americans, as seen with expected record-breaking spending this year,” NRF Vice President of Industry and Consumer Insights Katherine Cullen said. “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.”

For those who are not planning on celebrating Valentine’s Day, 31% still plan to mark the occasion in some way. Popular activities include splurging on a gift or self-care, or planning a get-together or outing with friends and family members.

“Candy remains the most popular Valentine’s Day gift, with 56% of consumers planning to purchase candy. Other top gifts include flowers (41%), greeting cards (41%), an evening out (39%) and jewelry (25%). However, shoppers are expected to spend the most—a total of $7 billion—on jewelry, followed by $6.3 billion on an evening out, $3.5 billion on clothing and $3.1 billion on flowers,” NRF reported.

Interested in learning about how c-store candy sales performed in 2025? Join your peers at the NACS State of the Industry Summit April 14-16 in Schaumburg, Illinois, to get an exclusive first look at financial and operational data before the NACS State of the Industry Report is published in June.