Valentine’s Day Spending To Hit Record.

Consumer spending on Valentine’s Day is expected to remain strong in 2026, even as a notable share of shoppers’ report cutting back on gift purchases amid rising costs.

Nearly 23% of consumers said they have reduced or stopped buying gifts over the past 12 months to save money, according to a new survey from e-commerce marketing company Omnisend. The pullback includes spending on holidays such as Valentine’s Day.

Despite the cutbacks, overall online spending continues to rise for many consumers. Almost half of those surveyed said they are spending more online each month than they were a year ago. About 17% reported spending $100 to $199 more per month, 16% said they spend $50 to $99 more, and 6% said their monthly online spending has increased by $500 or more.

Inflation was cited as the primary driver of higher online spending, with 39% of respondents attributing increased costs to rising prices. Another 24% said tariffs and trade policies have contributed to higher prices, while 23% pointed to higher shipping and delivery fees. Smaller shares said they are spending more because they are purchasing higher-quality products.

“Consumers are still spending online, but higher delivery fees and everyday inflation are forcing trade-offs,” says Marty Bauer, e-commerce expert at Omnisend. “Brands that win Valentine’s Day in 2026 will be the ones that make gifting feel easy: clear shipping cutoffs, bundles under $50 and personalized reminders timed to delivery windows.”

Omnisend said retailers can capture holiday demand by emphasizing lower-priced bundles, guaranteed delivery messaging and early reminders sent through email and text messaging to help shoppers avoid rush shipping fees. The company also recommended promoting free shipping thresholds and “ready-to-gift” products.

“As shoppers become more selective, brands that offer convenience, value and personalization will be best positioned to capture demand,” Bauer said.

According to one recent survey, conducted by Talker Research for CVS, nearly half of Americans plan to approach Valentine’s Day on a budget this year.

Practical gifts ranked highly. While 30% said romantic gifts feel the most thoughtful, 69% said practical gifts are just as or more thoughtful. Respondents were also more likely to favor multiple small gestures over a single large one, by a margin of 25% to 11%.

Although Gen Z respondents were the most budget-conscious, with 60% citing cost concerns, they were also the most likely to buy Valentine’s Day gifts for friends and family members.

This year, respondents said they plan to shop most often for significant others (53%), children (38%) and parents (17%). Others reported buying gifts for friends of the same gender (11%) and opposite genders (14%), as well as siblings (11%).

Chocolate and candy ranked as the most popular gift choice overall, selected by 40% of respondents, followed closely by dinner at 38%. Flowers (28%), gift cards (25%) and cards (25%) rounded out the top five.

Baby boomers were the most likely to prioritize budget-friendly gifts, with 91% expressing that preference.

More than a third of respondents in relationships said they plan to keep spending on their partner’s Valentine’s Day gift under $100. Those in newer relationships reported higher average spending than those in longer relationships, at $209 compared with $192.

Separate estimates from the National Retail Federation and Prosper Insights & Analytics project that Valentine’s Day spending will reach a record $29.1 billion this year, up from $27.5 billion in 2025.