Quick Read
- Valentine’s Day 2026 spending in the U.S. is projected to reach a record $29.1 billion.
- The average consumer expects to spend nearly $200, up from $189 last year.
- Candy prices have risen 10%, and dining out costs are up 4.1% over the past year.
- 4 out of 10 consumers find Valentine’s Day activities unaffordable this year.
- Businesses are offering numerous deals, discounts, and heart-shaped food items to attract consumers.
WASHINGTON (Azat TV) – Valentine’s Day 2026 is set to break spending records in the United States, with consumers projected to spend an unprecedented $29.1 billion on gifts and celebrations. This forecast comes as lovers prepare to express affection through greetings and gifts, a tradition that has evolved from a Christian feast day into a significant cultural and commercial event, even as many grapple with persistent economic pressures.
The National Retail Federation (NRF) estimates that this year’s spending will surpass the $27.5 billion recorded in 2025. An NRF survey, conducted by Prosper Insights & Analytics among 7,791 adults, indicates that shoppers expect to spend an average of nearly $200, an increase from approximately $189 last year. This surge in expenditure highlights the enduring appeal of Valentine’s Day, even as rising costs influence consumer choices.
Economic Headwinds Shape Valentine’s Day 2026 Spending
Despite the optimistic spending forecast, affordability remains a significant concern for many Americans. Data from the Department of Labor’s Consumer Price Index shows that candy prices have risen by 10% over the past year, while the cost of dining out has increased by 4.1%. These figures contribute to a sense of financial strain for consumers planning their Valentine’s Day celebrations.
Surveys underscore this sentiment: four out of ten consumers expressed that Valentine’s Day activities are not affordable this year, according to a WalletHub 2026 Valentine’s Day Spending Survey. Furthermore, a LendingTree survey found that nearly half of individuals (47%) in relationships reported that higher prices made gifts more challenging to afford this year. Matt Schulz, a chief consumer finance analyst at LendingTree, noted, “Most people want to give generously on Valentine’s Day, but tough times often require sacrifice. For many people, that means dialing back on holiday spending.” This tension between the desire to celebrate and the reality of economic constraints is a defining feature of this year’s holiday.
Retailers and Restaurants Adapt with Special Offers
In response to consumers’ budget concerns and the ongoing commercial significance of Valentine’s Day, businesses across the food and retail sectors are rolling out a multitude of deals, discounts, and themed items. This year, the iconic Sweethearts conversation hearts candy has even introduced special ‘Love in This Economy’ sayings, alongside traditional phrases, to acknowledge the financial realities faced by many couples.
Restaurants, coffeehouses, and delivery services are vying for consumer dollars with creative promotions. Many establishments are offering multi-course meals for two, buy-one-get-one-free deals, and discounts on themed gift boxes. The aim is to provide value and unique experiences that allow individuals to celebrate love without breaking the bank, transforming the holiday into a more accessible occasion despite the overall increase in spending.
Key Deals and Heart-Shaped Treats for Valentine’s Celebrations
From casual dining to gourmet options, a diverse array of businesses are participating in Valentine’s Day specials. Pizza Hut, for instance, is offering large 1-topping Heart-Shaped Pizzas starting at $11.99, available through February 22. TGI Friday’s has a $50 Valentine’s Meal for Two, a three-course menu available over the Valentine’s Day weekend.
Fast-food chain White Castle is transforming over 300 of its U.S. locations into ‘Love Castles,’ providing table service in a specially decorated environment, with reservations available on OpenTable.com for February 14. Other notable deals include:
- Dunkin’ Donuts: Limited-time Valentine’s Day beverages and heart-shaped donuts, including the Brownie Batter Classic Donut and Cupid’s Choice Classic Donut.
- Crumbl Cookies: Valentine’s Day-themed treats and their first-ever heart-shaped dessert, the Strawberry Heart Cake.
- Baskin-Robbins: Buy-one-get-one-free scoops and discounts on new Valentine’s Day Vintage Heart Cakes.
- DoorDash and Grubhub: Delivery services are offering discounts and free delivery on qualifying orders, with DoorDash even featuring a Cupid’s Combo of roses and cupcakes.
- Omaha Steaks: Mail-order meat company provides various Valentine’s Day dinner packs, including a Gourmet Valentine’s Day Dinner Pack for $99.99.
- McAlister’s Deli & Moe’s Southwest Grill: Loyalty program members can enjoy buy-one-get-one-free or 50% off entrée deals over the Valentine’s Day weekend.
The prevalence of heart-shaped food items, from bagels at Einstein Bros. Bagels to biscuits at Biscuit Belly and Bojangles, further illustrates the industry’s embrace of the holiday’s romantic theme, offering a visual and culinary nod to affection.
The confluence of record spending projections and widespread consumer concerns about affordability highlights a nuanced Valentine’s Day landscape in 2026. While the overall commercial value of the holiday continues to grow, it simultaneously pushes businesses to innovate with value-driven promotions and themed offerings, enabling a broader spectrum of consumers to participate in expressing love and affection despite prevailing economic pressures. This adaptation ensures the holiday’s enduring relevance as both a personal and commercial celebration.