Lovesick shoppers shell out more than $27.5 billion in Cupid’s name each year. That makes Valentine’s Day the third-priciest holiday on the calendar for U.S. consumers. But love might not be the only motivator. Over 30% of people expect their Valentine to spend at least $50 on a gift, according to WalletHub’s 2025 Valentine’s Day Survey. 59% of people also think irresponsible spending is a bigger turnoff than bad breath.
Whether you love or loathe this holiday, there’s no denying St. Valentine’s impact on our wallets. With that in mind, WalletHub examined V-Day from all angles to help people embrace their loving feelings without hurting their finances. At the very least, seeing what people do (or don’t do) in the name of love should make the day a bit more enjoyable.
The infographic below is filled with interesting facts about Valentine’s Day, with stats covering everything from holiday gift giving to the ways in which money problems can affect romantic relationships. You can also check out the Valentine’s Day Q&A that follows to see what our panel of experts have to say about the holiday’s financial foundation.
Top 6 Valentine’s Day Facts for 2025:
- $27.5 Billion: Total Valentine’s Day spending projected for 2025 ($188.81 per person celebrating).
- 2X: Men will spend almost twice as much as women, on average, for Valentine’s Day 2025.
- $11.9 Billion: Amount Americans will spend on jewelry ($6.5B) and a special evening out ($5.4B).
- 33%: Share of marriages that begin online.
- 33%: Overall online dating activity increase across the US between February 1 and February 14.
- $23.8 Billion: Projected global dating services market size by 2032.
Ask the Experts
We posed the following questions to a panel of leading consumer studies scholars. You can find their bios and responses below.
- What tips do you have for celebrating Valentine’s Day on a budget?
- What are the biggest Valentine’s Day money-wasters?
- What money saving tips do you have for people planning to travel on Valentine’s Day?
- Do you believe Valentine’s Day has become too commercialized?
- To what extent do you think the impact of high prices will prompt people to reconsider their priorities this Valentine’s Day?
Ask the Experts
Professor, School of Community Resources & Development (CRD) – Arizona State University
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Associate Professor, Marketing, D'Amore-McKim School of Business – Northeastern University
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Professor of Hotels and Resorts; Director for NMSU Global for the College of ACES; Graduate Program Coordinator, The School of Hotel, Restaurant & Tourism Management – New Mexico State University
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Ph.D. – Professor & Ed Rosen Senior Research Fellow, School of Sport, Tourism and Hospitality Management – Temple University
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Professor Emeritus, Former Dean and Barron Hilton Distinguished Chair Conrad N. Hilton College – University of Houston
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Senior Lecturer – Metropolitan State University of Denver
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WalletHub experts are widely quoted. Contact our media team to schedule an interview.