U.S. Valentine's day planned spending by category 2010-2020

Valentine’s Day, widely considered to be one of the most romantic holidays of the year, was expected to generate sales of around 21 billion U.S. dollars in the United States in 2020. Most of these this spending is estimated to made up of gifts of jewelry, with consumers planning on spending around 5.8 billion dollars on this treat for their loved one.

Valentine’s Day origins

Falling on February 14th every year, Valentine’s Day, also known as Saint Valentine’s Day, is recognized as a celebration of romantic love all around the world. The holiday originated as a Western Christian feast day honoring Saint Valentinus. Nowadays, around half of Americans celebrate Valentine’s Day.

How do Americans celebrate the holiday?

Over 60 percent of Americans planned to spend Valentine’s Day with their spouse or significant other. When it comes to gift giving, some consumers also opt to purchase presents for family members, in particular children and mothers. Chocolate, sweets and candy are the leading kind of Valentine’s gift to purchase for loved ones, followed by flowers or plants.

Valentine's Day total expected spending in the United States from 2010 to 2020, by category

JewelryAn evening outClothingCandyFlowersGift card/gift certificateGreeting cards
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Release date

January 2020


United States

Survey time period

2010 to 2020

Number of respondents


Supplementary notes

*In 2020 7,267 respondents were surveyed. Equally large sample sizes were used in previous surveys.

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Statistics on "Valentine's Day in the United States"

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