Valentine’s Day 2025: Consumers Cut Spending Despite Record $27.5B Market

Although it’s impossible to put a price tag on love, some people try every Valentine’s Day. This year, although 73 percent of consumers plan to celebrate, 77 percent say they would rather put their money toward a major financial goal, according to the Valentine’s Day Spending Trends survey from Trustpilot.

“Most people still want to celebrate Valentine’s Day, but they’re thinking twice before splurging,” said Dana Bodine, U.S. vice president of marketing at Trustpilot. “Financial concerns are top of mind, but traditions persist, so that means we’re seeing adjustments to how people celebrate. Hard-earned money needs to go further, meaning consumers need to stretch their dollars with sure bets. We’ll see more of them turning to online reviews and testimonials to ensure they’re getting the best experience. Whether it’s for a Valentine date night or longer-term purchases, people want to know they’re making the right choice.”

According to recent market analysis, most consumers are opting for low-cost Valentine’s Day celebrations, with many cutting back on spending because of financial concerns. Thirty-five percent cite affordability issues, 25 percent are prioritizing savings, 11 percent say inflation is too high and 9 percent are worried about the future of the economy. Meanwhile, only 20 percent plan to spend more this year. When asked about their ideal gift from a partner, 30 percent of respondents even went as far as saying they’d rather have nothing and their partner save money.

Consumer behavior experts note that consumers are prioritizing shared experiences, with 42 percent planning to go out to dinner, making it the most popular way to celebrate. Only 28 percent plan to celebrate by exchanging gifts such as cards, jewelry, flowers or chocolate. Among the other survey findings:

• Thirty-five percent are spending less because of inflation concerns
• One-fourth are prioritizing their savings
• Eleven percent can’t afford to spend more
• Nine percent are concerned about the future of the economy
• Only 20 percent report they are spending more this year
• Nearly three-fourths said they never feel an obligation to spend a specific amount on Valentine’s Day
• One-third want a night out at a restaurant
• Thirty percent would rather their partner save money
• Fourteen percent want a personalized experience, such as a trip, spa day or concert
• Few want gifts such as flowers (8 percent) or jewelry (5 percent)

Economic analysts predict this trend toward more mindful spending could continue throughout the year as consumers increasingly prioritize long-term financial stability over traditional holiday spending.

–Alan Goforth