Cupid’s Arrow Hits Wallets As Valentine’s Day Spending Set To Break Records— Candy Is Most Popular, But Jewelry Commands The Dollars – 1-800-Flowers.com (NASDAQ:FLWS), Hershey (NYSE:HSY)

Americans are expected to spend a record $29.1 billion this Valentine’s Day, according to the latest survey from the National Retail Federation, with the average shopper shelling out nearly $200 on gifts.

From dazzling jewelry and dinner dates to sweet treats for friends and even pets, consumers are expanding their lists of loved ones — and pushing holiday spending to new heights in the process.

Candy, Jewelry, Flowers As Top Gift Choices

The annual survey, released late January, shows that Valentine’s Day spending is expected to surpass the previous record of $27.5 billion set in 2025. The average budget for gifts is also at an all-time high of $199.78, up from $188.81 last year. The survey was conducted across 7,791 respondents.

The NRF credits this growth to middle- and high-income shoppers broadening their gift lists to cover friends, colleagues, and even pets.