Overview
- NRF projects total spending of $29.1 billion with a record average outlay of $199.78 per person, up from $27.5 billion last year.
- Growth is concentrated among middle- and high‑income shoppers who are widening gift lists to include friends, coworkers, classmates/teachers and pets.
- Top planned purchases are candy, greeting cards, flowers, an evening out and jewelry, even as costs for chocolates, roses and dining have climbed sharply.
- Analysts describe a K‑shaped pattern: higher earners keep spending, while many others trim budgets or opt for value deals and at‑home celebrations; one survey finds partners budgeting about $87 on average.
- Florists and restaurants report heavy demand with some supplier cost pressures—cocoa timing, tariffs and weather for flowers—yet many shops are holding price points or offering budget options and promotions.