Love is in the air as February rolls in, and many Americans prepare to celebrate Valentine’s Day. To better understand how people plan to mark the occasion, we surveyed 1,000 adults across the United States, balanced by age and region. Let’s dive into the findings and explore the excitement, traditions, and sentiments surrounding Valentine’s Day.
Our Valentine's Day insights: Findings
Love, excitement, and anticipation
Valentine’s Day is a significant holiday in the U.S., with a majority of adults (53.2%) planning to celebrate this year. We asked those respondents about their feelings about the holiday and what their celebrations would entail.
Overall, 75.4% of respondents have positive feelings about the holiday, and 31.6% (dare we say) love it. Respondents appreciate the opportunity to gather with and celebrate those who matter most. Just over one-fifth (21.4%) feel neutral about the holiday, while only a small fraction (3.2%) express negative feelings.
“It's a day to celebrate love with your near and dear ones.”
“It brings people together and celebrates love.”
“It’s about making people feel appreciated.”
Just as many respondents feel excited about the upcoming holiday as they do warm toward it. 75.5% say they feel excited for Valentine’s Day this year, and 14.8% describe themselves as extremely excited. People look forward to spending the day with loved ones, showing they care through actions or gifts, and eating sweets!
“Getting to spend time with the love of my life.”
“Being able to spend time with the people I love.”
“Valentine's Day is a fabulous excuse to eat chocolate!”
More than just romance
Our survey found that most people embrace the romantic aspects of the holiday, with 71% planning to celebrate Valentine’s Day with a spouse or romantic partner. Others take the opportunity to gather with and show appreciation for children (27.1%), friends (13.1%), and even themselves (5.3%), reinforcing that the holiday extends beyond just couples.
“It's a great opportunity to show love and appreciation for my wife.”
“It's a wonderful time to send good wishes to friends and family. It's not only a day of celebration for couples - it's also for friends and family members.”
“I like buying presents for my kids.”
“Love, self care, happy, single.”
Consumer perceptions: A celebration of love in all its forms
Though everyone celebrates their unique love and relationships, there are some overwhelming patterns in celebration habits. The majority of respondents (78.9%) plan to celebrate at home—either in their own home (69.9%) or someone else’s (9.0%). Many will cook a meal at home (34.4%) or watch a movie or TV show (29.4%), both simple and intimate ways to commemorate the occasion. Respondents are most looking forward to:
“Having a romantic night out”
“Be able to have a candle light dinner with my wife”
“Going out with my friends to celebrate this romantic day.”
Most of those who plan to leave the home will go out to a restaurant (39.1%). A small proportion will celebrate in a public space (6.7%) or bar (5.2%), and some have yet to solidify their plans for where to spend the holiday (5.7%).
Consumer behavior: Shopping and spending habits
The most popular way to spread and celebrate love on this holiday is by exchanging gifts, with nearly half (45.8%) of respondents planning to buy presents for loved ones. The top choices include chocolate or candy (74.0%), greeting cards or letters (52.8%), flowers (39.7%), and stuffed animals (31.7%). Many will also give homemade gifts (17.0%) or jewelry (17.0%).
These gifts are most likely for spouses or romantic partners (70.3%). However, a good amount of respondents will also provide gifts to their children (35.8%), immediate family members (23.1%), or friends (15.3%). Importantly, 10.7% will treat themselves!
What else are people looking forward to?
“Seeing my girlfriend and gifting her gifts.”
“Buying presents for my kids.”
“Purchasing a memorable gift for my fiancée.”
“Giving my mother something to show her I care.”
Valentine’s Day gift spending varies, with 51.7% of respondents budgeting $50 or less. Another 19.9% plan to spend between $51 and $100, while 20.1% intend to splurge with a budget exceeding $100 or no budget at all (5.0%).
Gift shoppers draw inspiration from various sources. Most are influenced online through searches (44.1%), online retailers (41.0%), and social media (30.6%). However, 37.1% find inspiration in brick-and-mortar stores. Recommendations from others (27.7%) and advertisements (16.4%) also play a role.
A day to cherish all the love in your life
Valentine’s Day is more than just a holiday for couples. It’s a time for people to celebrate love in all its expressions. Whether through gift-giving, sharing a meal, or simply taking time to appreciate the important people in their lives, Americans continue to find meaningful ways to mark the occasion.
No matter how you celebrate, we hope your Valentine’s Day is filled with joy, appreciation, and love!
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