Valentine’s Day Sales Statistics


Every February 14th, couples around the world celebrate their love and relationship. This day is much more than a simple celebration, as Valentine’s Day sales statistics show. V Day is, in fact, an important date for economies worldwide, generating massive revenue in several essential sectors. From flower and jewelry spending to dining out and traveling, Valentine’s Day is worth over $27 billion in the United States alone. Alongside Christmas, Easter, and Halloween, it’s also one of the dates when the most greeting cards and candy are sold. Celebrating love doesn’t come cheap in the 21st century, and we have the Valentine’s Day economics to prove it.

Valentine’s Day Sales Statistics (Editor’s Choice)

  • Americans spent $21.8 billion on Valentine’s Day in 2021.
  • US consumers spent $5.8 billion on jewelry on February 14th.
  • The average amount spent on Valentine’s Day in 2021 was $164.76 per person.
  • More than half of the spending or $11.7 billion went to gifts for spouses and partners.
  • The average amount men spend on Valentine’s is $231.
  • Women spend an average of $101 on Valentine’s Day.
  • 32 million Brits spent £1.45 billion on Valentine’s Day gifts in 2020.

US Valentine’s Day Spending Statistics

1. In 2021, Americans spent $21.8 billion on Valentine’s Day.

This amount shows a decrease in Valentine’s Day spending compared to 2020. That year, total spending was $27.4 billion. Meaning, the YoY decrease in 2021 was 20.43%. In 2019, Americans spent $20.7 billion on the date or 32.36% less than 2020. In 2018 and 2017, the holiday’s respective spending was $19.6 billion and $18.2 billion. The Valentine’s Day industry in America surpassed $27 billion in 2020 and is expected to keep growing in the upcoming years.


2. In 2021, Valentine’s Day average spending per person dropped by 16.07% YoY.

The average amount spent on celebrating February 14th has been on the rise since 2017 when it was $136.57. In 2018 and 2019, Americans spent $143.56 and $161.96 per person, Valentine’s Day trends and statistics show. The average of $196.31 was a record-high amount that lovers spent on Valentine’s. Between 2017 and 2020, the amount spent per person for the holiday increased by an impressive 43.74%. Due to the COVID-19 pandemic, however, the celebration was modest this year. The average amount spent per person, therefore, dropped by 16.07% to $164.76.


3. 52% of the total spending for Valentine’s Day goes to spouses and partners.

In 2010, 61% of Valentine’s Day budget went to partners and spouses. US shoppers also spend money on family members, friends, and children’s classmates on Valentine’s Day. A respective 15%, 7%, and 7% of their total expenditures went to such spending.

In 2021, $11.7 billion of the total spending went to significant others and spouses. The rest of the spending went to other family members ($3.6b), friends ($1.6b), children’s classmates and teachers ($1.4b), pets ($1.3b), and co-workers ($1.1b).


4. Over one-fourth of Americans buy gifts for their pets.

The growing popularity of buying gifts for pets is among the most interesting Valentine’s Day facts we have. In 2020, 27% of US shoppers said they would buy a V Day present for their pet. In 2010, this share was only 17%. The total Valentine’s Day sales of pet gifts in 2020 hit a record-high $1.7 billion. This figure dropped to $1.3 billion in 2021.


5. American consumers spend the most money on jewelry and dining out.

In 2020, shoppers spent about $5.8 billion on jewelry, which was the gift of choice for 21% of consumers. Over one-third of those who celebrated Valentine’s went for dining out, and they spent a total of $4.3 billion on it. The latest Valentine’s Day shopping trends reveal that 52% of shoppers get candy, while 37% purchase flowers. The total sales in these segments reached $2.4 billion and $2.3 billion.

Clothing was another popular gift with $2.9 billion in sales. About $2 billion were spent on gift cards and $1.3 billion on greeting cards. Despite these huge sales, however, Valentine’s Day isn’t the leader in greeting card sales. Our latest holiday spending statistics point to Christmas as the holiday when consumers purchase the most greeting cards.


6. Most shoppers visit department stores when looking for Valentine’s day deals.

When looking for a Valentine’s Day sale or a gift, 36% of Americans visit department stores. Discount and online stores get visited by 32% of consumers each. Valentine’s Day data released by the NRF suggests that about 19% of shoppers go to specialty stores and 17% to florists. Local small businesses, clothing stores, and jewelry shops get the business of 15%, 11%, and 11% of consumers. 


7. Red roses are the most popular type of flowers purchased for Valentine’s Day.

Americans spent $2.3 billion on flowers and plants in 2020 for V Day. In 2020, 37% of consumers bought flowers, while in 2019, 28% went for such a gift. Roses remain the most popular pick. Valentine’s day flower sales statistics reveal that in 2019, 85% of flowers purchased were this type of flower. Red roses rule the category as 69% of all roses bought were in this color. Other popular options include mixed flowers and plants. About 45% and 29% of consumers opted for those.

(Rio Roses)

8. More than half of consumers who celebrate Valentine’s purchase candy.

According to Valentine’s Day consumer insights, Americans who celebrate V Day purchase about 58 million pounds of chocolate a year. For those wondering how many boxes of chocolate are sold on Valentine’s Day; approximately 36 million heart-shaped boxes of chocolate are sold for the holiday. Every year, most of the 8 million Sweethearts produced annually get sold in the month leading to February 14th. Valentine’s Day candy sales statistics show all that sweet spending totaled $2.4 billion in 2020. Then is chocolate cheaper after Valentine’s Day? The answer is yes. Chocolate prices drop between 75% and 90% after any holiday that generates lots of sales, V Day included.


9. Jewelry sales in America jump nearly 40% in February.

In 2020, US shoppers spent about $5.8 billion on jewelry as Valentine’s gifts. If we dive deeper into this aspect of the Valentine’s Day economy, an interesting trend emerges. Namely, jewelry total sales significantly increase in February, while they drop in January and March. Valentine’s Day spending statistics show that most of these new sales are driven by the romantic holiday. In 2018, the total not seasonally adjusted sales in January and February were $1.87 billion and $2.60 billion. In 2019, the jewelry sales for the same months totaled $1.77 billion and $2.46 billion. These results represented a month-over-month jump in total not seasonally adjusted jewelry sales of respective 39% (2019) and 38.9% (2018).


10. Men spend more money on Valentine’s compared to women.

There’s no need to wonder who spends more money on Valentine’s Day, as men traditionally have spent more. According to the 2020 Valentine’s Day trends and stats, American men spent a total of $26.05 billion on gifts and activities. That’s by 8.90% more than the $23.92 billion spent by women. It’s amusing that women spent more on activities or $16.12 billion compared to the $14.61 billion spent by men. Gifts cost male shoppers $11.44 billion, while female consumers spent $7.80 billion on presents.

In 2021, according to NRF, the average amount spent for the celebration by men was $231. Women spent much less $101.


11. Americans aged 35-44 spent the highest average for Valentine’s Day in 2021.

While 59% of both Americans aged 25-34 and 34-44 planned to celebrate V Day in 2021, the latter spent more money for the occasion. Below, let’s see the average Valentine’s Day spending by age in the US:

  • 18-24 – $184
  • 25-34 – $240
  • 35-44 – $264
  • 45-54 – $157
  • 55-64 – $101
  • 65+ – $69


Valentine’s Day Sales Statistics and Habits Around the World

12. Nearly two-thirds of UK consumers spent money on V Day in 2020.

This 61% represents about 32 million Brits who celebrated Valentine’s by spending money on gifts and dining out. UK shoppers spent £1.45 billion on presents in 2020. This means that the average Valentine’s Day spending in the UK was about £35.06 per person.

In the UK, just like in most other countries, men spend more than women on the holiday. For those wondering how much does the average man spend on Valentine’s Day in the UK; the answer is about £44. Women, in contrast, spend about £26. 


13. In 2017, Spanish consumers spent the highest average on Valentine’s Day.

Valentine’s Day statistics by Statista revealed this in their analysis of selected European countries’ spending. In Spain, those who celebrated the date spent an average of €123.14. Next on the list came France with an average Valentine’s Day spending per person at €118.98. Shoppers in Italy noted nearly identical average spending on V Day of €118.95. Spending cash on February 14th  wasn’t a thing in Germany, where the average amount spent was only €92.86.


14. Australians spent AU$377 million on Valentine’s Day gifts in 2019.

Australian Valentine’s Day data shows that 77% of Aussie couples celebrated the day, and 43% of them bought gifts. The total Valentine’s Day revenue in Australia in 2019 hit AU$377 million, and the average spending per person was AU$90. About 29% of those who purchased gifts spent at least AU$100, while only 7% spent under AU$25. The most popular gift for men in Australia is alcohol, while flowers are the top pick for women.


15. In 2020, Valentine’s week spending in New Zealand totaled NZ$216 million.

Valentine’s Day spending drives a huge increase in sales during the week leading up to the holiday. NZ Herald’s Valentine’s stats show that Kiwis spent over NZ$1.3 million on flowers and NZ$1.2 million on jewelry. New Zealanders spent the bulk or NZ$18.8 million on dining out at restaurants and cafes. Men spent an average of NZ$157, while women fork out about NZ$103.

(NZ Herald)

16. Valentine’s Day generates billions in sales in Canada.

Liquor stores are among the businesses that benefit the most from Valentine’s Day sales. Canadians spent about CA$7.2 billion on wines. Cosmetics and fragrances alongside jewelry and watches are two other popular gifts. On such items, Canadians spent approximately CA$5.1 billion and CA$4.1 billion. The official Valentine’s Day sales statistics show that Canadians spent CA$2.1 billion on women’s lingerie and CA$934.7 million on men’s underwear.

(Statistics Canada)

Frequently Asked Questions

How much revenue does Valentine’s Day generate?

In the United States, Valentine’s Day is a $27.4 billion industry that keeps growing. The holiday is celebrated in many other countries worldwide, as well. In Australia, for instance, consumers spend about AU$377 million on presents. Canadians and New Zealanders also spend millions on gifts and dining out for the holiday. Kiwis spent about NZ$216 million on Valentine’s Week shopping. The date is marked across Europe, too. Valentine’s Day spending in the UK reached £1.45 billion in 2020.

What is the most sold item on Valentine’s Day?

There’s no one single item that sells the most as people often purchase multiple gifts for their Valentines. Candy and sweets, greeting cards, and flowers are the top three choices. These are followed by a romantic dinner, wine, gift cards, and jewelry. 

Clothing and shoes, perfumes, and underwear round up the list of top ten 10 most popular V Day gifts. Valentine’s Day spending statistics show that consumers also buy event tickets, sex toys, beauty products, and even pets.

How many Valentine cards will be bought in a year?

Every year, about 151 million greeting cards are bought and sent. Still, V Day isn’t the most popular holiday for sending cards. Christmas leads the way with 1.6 billion cards. Other top holidays for greeting card sales are Mother’s Day (141 million) and Father’s Day (93 million cards). 

How much is a dozen red roses on Valentine’s Day?

Valentine’s Day sales statistics show that a dozen red roses cost an average of $97.22 in 2019. This price is up by 2.52% from $94.83 in 2018, indicating the average price of red roses on Valentine’s Day keeps growing YoY. 

How many roses are sold on Valentine’s Day?

In 2019, an analysis of the economics of Valentine’s Day showed that approximately 224 million roses are grown and sold for the holiday. In 2010, the figure for roses produced and sold was lower at 198 million. 

Which company sells the most Valentine’s Day cards in America?

There are no specific Valentine’s Day statistics on this. Yet, the top three companies in the sector are Hallmark, Blue Mountain, and American Greetings. Hallmark is immensely popular thanks to its 1,400 unique designs. According to some reports, about 144 million people send Hallmark cards every Valentine’s Day.

What companies make the most money on Valentine’s Day?

The day when millions of people worldwide celebrate love and passion is also the most profitable day for numerous companies. The Bouqs Company and 1-800 Flowers profit the most from flower sales, as Valentine’s Day flower sales statistics reveal. 

The Hershey Company and The Ferrara Candy Co. profit from candy sales, while Hallmark leads in greeting card sales. Vermont Teddy Bear, Victoria’s Secret, and Tiffany & Co are some other brands whose sales go through the roof around 14th February.

Which city spends the most money on Valentine’s Day?

This depends on how much celebrating the day costs across the world. Los Angeles (USA) was the most expensive destination, where the total Valentine’s cost is $1,316. Venice (Italy) and New York City (USA) come in second and third with $1,076 and $1,056.

Sydney (Australia) and Zurich (Switzerland) round up the top five most expensive destinations for celebrating V Day. According to the WorldAtlas Valentine’s Day facts, couples in those cities spend about $1,042 and $1,038 on the date.

What is the most popular chocolate sold on Valentine Day?

The top three products in most states are M&M’s, Conversation Hearts, and heart-shaped chocolate boxes. M&Ms, for instance, is the most popular pick in New Jersey, Kansas, and Arizona. Alaskans, Californians, and Floridians are among the consumers that mostly go for heart-shaped boxes of chocolate. 

Candy Store’s Valentine’s Day chocolate sales statistics show that Conversation Hearts are another top choice. They are the most popular option in Hawaii, Illinois, Kentucky, and a few other states.

Final Thoughts

Generating over $27 billion in the USA, V Day is an important date for lovers and businesses. As these Valentine’s Day sales statistics show, the holiday has expanded. People these days buy gifts for their family, friends, and even pets. And with couples in Canada, the UK, Australia, Europe, and other countries worldwide also celebrating their love on February 14th, the upwards spending trend for the holiday isn’t expected to slow down anytime soon.

References: NRF, Rio Roses, SheerID, Candy Store, Census, Finder, Statista, Brewquets, NZ Herald, Statistics Canada, WorldAtlas

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