Valentine’s Day Spending Is Projected to Reach $18.9 Billion This Year

With $703 million going to the dogs (and cats and other pets)

Headshot of Kristina Monllos

This Valentine's Day you're probably planning to shower your loved ones with special trinkets to show your love: jewelry, candy, a special night out, maybe some milkbones. Wait a second. Yes, according to a new study from the National Retail Federation, American's will spend $18.9 billion this holiday with $703 million of that allocated to pampering their pets. 

The average person will spend $142.31 on various gifts this year, up from $133.91 last year, according to the NRF's Valentine's Day Consumer Spending Survey conducted by Prosper Insights and Analytics, which polled 6,375 consumers. 

A little more than half (53.2 percent) of Valentine's Day consumers will purchase candy generating $1.7 billion in sales. One in five (21.1 percent) will purchase jewelry, totaling $4.8 billion, a high for the NRF, which began tracking Valentine's Day spending in 2010.

Consumers will also shell out $2.1 billion for flowers, $3.6 billion for a special meal or movie tickets, $2 billion for clothing and $1.5 billion on the laziest last-minute present: the gift card.

Nine out of 10 consumers expect to spend money on their spouse, totaling an average of $87.94, up from last year's average of $78.09. Men are expected to nearly double what women spend this holiday, shelling out an average of $190.53 compared to $96.58. 

Now let's get back to that $703 million pet number: Yes, your furry loved one is likely to be factored in this year with one in five consumers expected to spend an average of $5.28 on pet presents. 


@KristinaMonllos kristina.monllos@adweek.com Kristina Monllos is a senior editor for Adweek.
Publish date: January 27, 2015 https://stage.adweek.com/brand-marketing/valentines-day-spending-projected-reach-189-billion-year-162568/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT
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