Spending is still climbing for Valentine’s Day 2024, but love-struck consumers are looking for deals and value more than ever. We wooed the latest data to examine what V-Day celebrants are buying, including the kind of experiences that don’t fit in a gift bag. 

Valentine’s By the Numbers

• Top-spending age group: ages 35-44, spending $335.71 per person
• Top-spending gender: men (by nearly double)
• For single folks, 28% said they may still give themselves non-Valentine’s gifts, and plan outings with family friends and fellow single friends.
  • Consumers Plan to Increase Valentine’s Day Spending to Nearly $26 Billion | NRF²
• Highest spenders:
• 1^st most: in a relationship for 1-2 years. $247 on average.
• 2^nd most: long-term relationships over ten years. $189 on average.
• 3^rd most: relationships less than a year: $186 on average.
  • 20+ Sweet Valentine's Day Statistics & Facts for 2024 | Drive Research³

What Are They Buying

• 49% of consumers consider costs primarily when buying Valentine's Day gifts.
• Cost aside, consumers also place heavy value on style (21%), branding (19%), and delivery services (11%).
  • 20+ Sweet Valentine's Day Statistics & Facts for 2024 | Drive Research³
• Top gifts: candy (57%), greeting cards (40%), flowers (37%), an evening out (32%), jewelry (21%), gift cards (20%) and clothing (19%)
  • Consumers Plan to Increase Valentine’s Day Spending to Nearly $26 Billion | NRF²

Thinking Beyond Traditional Gifts

• Nearly $4.4 billion spent on a special evening out. (32%) giving the gift of experience, up from 26% last year, and the highest since polling in 2017.
• Valentine’s experience gifts rising: 24% in 2021, 26% in 2022, 32% in 2023
  • Consumers Plan to Increase Valentine’s Day Spending to Nearly $26 Billion | NRF²
• 45% of Americans taking a Valentine’s Day trip to celebrate
• Most popular locations: New York City, Seattle, Honolulu, Costa Rica, Puerto Rico
  • 20+ Sweet Valentine's Day Statistics & Facts for 2024 | Drive Research³