Clay Cary, trends analyst, on Valentine’s Day spending: “There has been a significant change in how Americans are approaching this holiday”

Are Americans becoming more skeptical about the increasing commercialization of Valentine’s Day, whose origins are steeped in history, or are their attitudes toward February 14 in 2026 simply being affected by inflation?

A recent survey by CouponFollow suggests something is changing in how people across the United States view Valentine’s Day this year.

“There has been a significant change in how Americans are approaching this holiday,” explains Clay Cary, senior trends analyst at CouponFollow. “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.”

Valentine’s spending drops sharply

According to the survey of more than 1,000 Americans currently in relationships, planned spending on partners this Valentine’s Day is $87. That number alone might not seem dramatic, but it is a whopping 44% lower than the average $155 reported in the same survey last year.

U.S. Bureau of Labor Statistics data show the annual inflation rate fell to 2.4% in January 2026, its lowest level since May 2025. But that has not stopped Americans from cutting back significantly on Valentine’s Day spending.

Romance isn’t dead

Cutting costs does not mean Americans are becoming less romantic. Quite the opposite, you might argue.

The survey asked participants what gifts they would most like to receive. Sixty-one percent said a romantic dinner, while 57% favored experiences such as concerts or trips. Another 46% said they would appreciate a personal touch, like a handwritten card or letter.

Who said romance was dead? Perhaps the 20% of Americans who said they would not be celebrating Valentine’s Day. The rest seem ready to show their more sensitive sides, even if it comes at a smaller price.

Get your game on! Whether you’re into NFL touchdowns, NBA buzzer-beaters, world-class soccer goals, or MLB home runs, our app has it all.

Dive into live coverage, expert insights, breaking news, exclusive videos, and more – plus, stay updated on the latest in current affairs and entertainment. Download now for all-access coverage, right at your fingertips – anytime, anywhere.