Americans Plan to Spend $87 on Valentine's Day, Favor Simpler Gifts

A CouponFollow poll of 1,005 adults in relationships found the average person plans to spend $87 on their partner this Valentine’s Day, down from $155 in 2025, a decline of roughly 44 percent. The survey also showed clear preferences: 61 percent named a dinner date as the ideal way to celebrate, 57 percent favored experiences such as travel or concert tickets, and 46 percent picked a handwritten card or letter.

Economic context helps explain the pullback. The Bureau of Labor Statistics reports cumulative inflation since early 2020 at roughly 26 percent, and CouponFollow senior trends analyst Clay Cary said: "There has been a significant change in how Americans are approaching this holiday. They are not pulling away from Valentine’s Day, but they are being more selective on how much they are willing to, or can, spend on this holiday." Cary framed the shift as a recalibration rather than an abandonment of the holiday.

The gender split on the low-cost favorite is notable. Entrepreneur's reporting of the CouponFollow data shows 51 percent of women and 39 percent of men would choose a handwritten card or letter, underscoring that a tangible, low-price expression still carries weight for many respondents. The aggregate 46 percent who prioritized a card sits alongside the 61 percent who prefer a dinner, signaling that simple, experience-first gifts are leading this year.

Not everyone is scaling back. A widely circulated social post quoting the National Retail Federation put expected average spending at about $200 for Valentine’s Day 2026. The Facebook post by Snyder Reports juxtaposed that NRF estimate with the CouponFollow findings and asked: "are you spending because of love… or because of pressure?" The contrast highlights competing measures: a consumer-reported planned spend of $87 versus a retailer-oriented projection near $200.

The survey also captured a clear minority opting out: CouponFollow found one in five Americans in relationships is planning to sit out Valentine's Day altogether. Financial adviser Douglas Boneparth of Bone Fide Wealth noted that perceptions of whether $87 is a lot or a little "depend largely on individual financial circumstances" and urged partners to align spending with income and priorities. He added practical counsel about conversation: "I think by answering those questions about yourself and each other, you probably come to a much more meaningful Valentine’s Day."

Readers should weigh the numbers and the tone of the season. If you want lasting sentiment, prioritize a dinner or a handwritten note favored by 61 percent and 46 percent of survey respondents; if you aim for spectacle, the NRF's roughly $200 projection suggests the retail sector will offer higher-priced options. Tag someone who needs this planning nudge, and tell me: would you splurge toward the $200 retail benchmark or keep to an $87 plan with dinner or a handwritten letter?