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Valentine's Day in the U.S. - statistics & facts

Valentine’s Day is celebrated every year on February 14 and is widely considered the most romantic holiday of the year. Although the holiday’s roots are ancient and related to a Christian martyr, Saint Valentine of Rome, in today’s world, it is a celebration of love: both romantic love between partners, and platonic love between friends and family. On this day, children in the United States typically distribute Valentines cards and candy to their classmates and couples plan a romantic date night for the occasion. When asked whether they were planning to celebrate Valentine’s Day this year, just over half of adults in the United States said they would, making it one of the more divisive holidays.

Valentine’s Day expenditure

This year, consumers in the United States are expected to spend an estimated total of 22 billion U.S. dollars for Valentine’s Day, which would be an expenditure decrease of over five billion dollars, compared to the record highs generated one year earlier. A large portion of the country’s Valentine’s Day sales are typically attributed to romantic evenings out, but as a result of the ongoing coronavirus (COVID-19) pandemic, spending for this category is projected to drop by roughly 35 percent. Nearly half of Americans who are engaged to be married are expected to spend over 100 U.S. dollars for Valentine’s, making them the biggest spenders of the year.

Purchasing gifts

When it comes to gifts, roughly two thirds of male consumers in the United States intend to buy presents, while about six in ten women were planning to do the same. The leading places U.S. consumers were planning to look for gifts included brick-and-mortar stores and Amazon. Besides the usual gifts consumers will be looking for, such as chocolate or flowers, for example, there were also those planning to purchase “anti” Valentine’s Day presents. The “Anti-Valentine’s Day” celebration trend is on the rise and is meant for people who have nothing but contempt for Valentine’s Day and its traditions. At these parties, people celebrate the state of being single, poke fun at traditional ideas of romantic love, and reject the consumerist nature of Valentine's Day.

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Valentine's Day in the United States

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