With Valentine’s Day just around the corner and America’s sweethearts expected to spend $27.5 billion on the holiday this year, the personal-finance website WalletHub today released its nationally representative 2025 Valentine’s Day Spending Survey, which found that 39% of Americans say inflation is affecting their Valentine’s Day plans.
Valentine’s Day Spending Survey – Key Stats
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Inflation Takes a Bite Out of Romance. 39% of Americans say inflation is affecting their Valentine’s Day plans.
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Some People Don’t Expect Purchased Gifts. 34% of Americans don’t expect their Valentine to spend any money on a gift this year.
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Financial Infidelity Hurts. Nearly 3 in 4 people think financial infidelity can be worse than cheating.
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Irresponsible Spending Is a Problem. Nearly 1 in 3 people believe that irresponsible spending is the worst money problem for a relationship in 2025.
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Bad Spending Habits Stink. 59% of Americans say that irresponsible spending is a bigger turnoff than bad breath.
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Bad Credit Might Keep You Single. 58% of people say they wouldn’t marry someone with bad budgeting habits, a bad WalletScore or a bad credit score.
- Valentine’s Day Dining Perceptions. More than 1 in 4 Americans characterize people who go out to dinner on Valentine’s Day as suckers, show-offs, or insecure.
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$27.5 Billion: Total Valentine’s Day spending projected for 2025 ($188.81 per person celebrating).
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2X: Men will spend almost twice as much as women, on average, for Valentine’s Day 2025.
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$11.9 Billion: Amount Americans will spend on jewelry ($6.5B) and a special evening out ($5.4B).
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33%: Share of marriages that begin online.
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33%: Overall online dating activity increase across the U.S. between February 1 and February 14.
- $23.8 Billion: Projected global dating services market size by 2032.
Expert Commentary
What are some tips for celebrating Valentine’s Day on a budget?
“There are many romantic celebrations that do not require a large budget. For example, instead of going to a restaurant, you can cook a meal for your loved one at home. Instead of buying expensive jewelry, customized chocolates or any other smaller items that highlight your knowledge of your loved one can be as or even more appreciated. Instead of an expensive spa day, try some fun and relaxing activities at home. Instead of traveling by plane, do a day trip or go to a local attraction. The key is to focus on your loved one and what they care about and like. If you put that first, you can then figure out ways to budget accordingly.”
Dr. Yuliya Strizhakova – Associate Professor; Director, Business Honors, Rutgers University
“There is nothing wrong with getting into the Valentine's Day spirit and surprising that special person in your life with a sweet note or small token gift. But do not go overboard on spending, especially if your finances are already on shaky ground. Rather than pay a premium for what will probably amount to a mediocre restaurant meal, whip up something delicious at home. Instead of jewelry, craft something meaningful, like a personalized mug that can be had at a fraction of the cost. And for the love of sugar, wait until the day after Valentine's Day to invest in a giant box of chocolates. Retailers tend to overstock for the holiday, and you will likely score the same haul for 50% off if you wait 24 hours. While Valentine's Day is not supposed to be a source of financial upheaval, for countless Americans, it inevitably winds up being just that. So, this year, take a smarter approach to the holiday. Set a budget in advance, and stick to it, even if it means skipping the roses and sipping champagne at home. At the end of the day, your significant other should appreciate the gesture. And remember: A heartfelt ‘I love you’ is always free.”
Andrew Burnstine, Ph.D – Associate Professor, Lynn University
Valentine’s Day falls on a Friday this year – how might this impact how people plan to celebrate?
“Given that Valentine’s Day is on Friday and the President’s Day is on Monday (some people may have a day off as well), I would expect more long-distance travel plans. For those who dislike cold, the travel may include a short trip to warmer and sunnier locations. For those who enjoy winter, the trips may be to skiing and other destinations with winter activities.”
Dr. Yuliya Strizhakova – Associate Professor; Director, Business Honors, Rutgers University
“Many couples may extend their celebrations into the weekend, opting for romantic getaways or special events. Restaurants and hotels are likely to see higher demand, and retailers can expect increased sales as consumers plan for multi-day festivities. According to industry reports, weekend celebrations can boost hospitality revenues by up to 20%, with restaurant reservations increasing by 30% compared to midweek holidays. Travel bookings for Valentine’s weekend are also expected to rise, with a 15% increase in demand for romantic destinations. Many couples may extend their celebrations into the weekend, opting for romantic getaways or special events. Restaurants and hotels are likely to see higher demand, and retailers can expect increased sales as consumers plan for multi-day festivities. With the holiday leading into the weekend, many couples may take advantage of the opportunity to plan extended celebrations, such as weekend getaways or longer, more elaborate date nights. Restaurants, hotels, and entertainment venues are likely to experience increased demand, with reservations filling up quickly. Retailers may also see a boost in sales as consumers plan ahead for a full weekend of festivities. Despite economic uncertainties, Valentine’s Day spending continues to rise, highlighting the enduring importance of celebrating love and affection.”
Andrew Burnstine, Ph.D – Associate Professor, Lynn University
Who spends more on Valentine’s Day, men or women? What do you think is the reason behind this trend?
“Men tend to spend more. Some of it is the traditional and unfortunately still prevailing discrepancy in earnings between men and women that sets up spending expectations for this day. However, this is also one of the few days when men are expected to think about romantic gifts and plans. They may want to spend more just to avoid failing women's expectations around gifts or match to other males making gifts to their loved ones. It may also be easier to spend more rather than think creatively but on a budget. They may also see it as a way to pay for many other missed days of appreciating women in their lives.”
Dr. Yuliya Strizhakova – Associate Professor; Director, Business Honors, Rutgers University
“Statistics show that men consistently outspend women, with their spending often exceeding double that of women. This trend may be influenced by traditional gender roles, where men are often expected to take the lead in gift-giving for romantic occasions. Societal expectations and marketing strategies also play a significant role in encouraging men to purchase higher-value items such as jewelry, dining experiences, and luxury gifts.”
Andrew Burnstine, Ph.D – Associate Professor, Lynn University