Overview
- An NRF/Prosper survey of about 7,800 adults projects $29.1 billion in 2026 Valentine’s spending, with roughly $200 planned per person and about 55% of U.S. adults celebrating.
- Costs tied to the holiday are up about 30% since 2021, with reports citing inflation, new tariffs on imported flowers and cocoa supply pressures as key drivers.
- Specific increases include an average price just over $93 for a dozen long‑stemmed roses (about 3% higher year over year), chocolates up nearly 12% and jewelry up almost 8%.
- Spending estimates diverge by survey, with LendingTree pegging planned outlays at about $132 and nearly half of respondents saying they expect to take on debt, while many say they prefer low‑cost quality time.
- Consumers and retailers highlight savings tactics such as buying flowers at grocery or warehouse clubs, using wholesale and DIY bouquets, choosing non‑red varieties, shopping early and picking up orders to avoid delivery fees.