Valentine's Day Spending and Gift Dealbreakers — The Cost of Love

This article uncovers these and more financial truths about Valentine's Day, from gift dealbreakers to the benefits of skipping the holiday altogether. Read on to discover how love, money, and trust intersect in modern relationships.

Key Takeaways

• On average, U.S. shoppers in relationships plan to spend $155 on Valentine's Day gifts.
• Women expect their partners to spend 25% more on Valentine's Day than men.
• 28% of couples admit to feeling financial pressure around Valentine's Day, with men being 2x as likely to feel this way.
• 44% of people admit to hiding financial details from their partner, with spending habits or orders being the most commonly hidden (15%).

How Much Do U.S. shoppers Spend on Valentine's Day?

U.S. shoppers in relationships plan to spend an average of $155 on Valentine’s Day gifts, with Gen Z leading the way (budgeting $235). Financial pressure is somewhat common on Valentine's Day, with 28% of couples feeling it — especially men (twice as likely as women). Regarding the types of presents U.S. shoppers want, 38% said they prefer sentimental gifts over costly ones.

A regifted Valentine’s Day gift could end a relationship for 25% of respondents, who said it would be a dealbreaker. Unfortunately, 4% of people had been broken up with on Valentine’s Day. Regarding disappointing gifts, the top offender is receiving no gift at all because of a partner forgetting the holiday (30%). Other letdowns include last-minute or low-effort gifts (15%) and generic gifts (8%).

Singles Save Big by Skipping Valentine's Day

Singles estimate they save an average of $110 by skipping Valentine’s Day. Many choose to use these savings wisely: 40% redirect the funds to investments or savings, while 22% put it toward paying off debt. Another 14% opt to spend the extra money on self-care.

Financial Transparency: Building Trust in Relationships

Over half of couples (56%) share a joint bank account and 64% maintain a joint budget. Nearly all respondents (94%) know their partner’s income. However, 44% hide financial details — most often spending habits or orders (15%). Despite this, 83% of couples agree that honesty about debts and spending habits is key to building trust.

Methodology

We surveyed 1,000 U.S. shoppers to explore financial habits around Valentine's Day. Of the respondents, 51% were millennials, 17% were Gen Z, 24% were Gen X, and 8% were baby boomers; 45% were single and 55% were in a relationship. The survey was conducted on January 15, 2025.

Topics Gifts