Valentine’s Day currently ranks among the busiest shopping days of the year in the United States, and recent numbers show that consumers are spending more on it year after year. 

Clearly, it’s one opportunity brand owners should not miss out on to boost sales and grow their businesses. To understand the event’s potential for revenue growth, we need to answer the question: What does the average American spend on Valentine’s Day?

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Valentine’s Day spending 2022

According to recent data, the average amount spent per person on Valentine's Day in 2022 was $175.41. It marked a 6.5% annual increase and brought total Valentine’s Day spending to $23.9 billion.

Of the average total spend on Valentine’s Day in 2022, $45.75 was on jewelry. This equates to around 26.1% of the overall expenditure per person. Evening activities formed the second-largest Valentine’s Day expenditure, with $21.46. Clothing ranked next, with $21.46, followed by gift cards and flowers, with $17.22 and $16.71, respectively.

Just like in previous years, the internet remained the top shopping destination for consumers celebrating Valentine’s Day in 2022. As many as 41% of buyers spent money online to mark the occasion.

Annual average spend on Valentine's Day: 2013–2022

The average spend on Valentine’s Day per person has generally been increasing over the past decade, even as the percentage of people celebrating fell from 60% in 2013 to 53% in 2022. Aside from a slight dip in 2017 and another fall in 2021, the latter of which was a result of the COVID-19 pandemic, consumers have increased their Valentine’s Day expenditure year after year.

In 2013, the average consumer spent $130.97—$44.44 less than they did in 2022. In other words, the average amount of money spent per person on celebrating Valentine’s Day has increased by 33.9% in less than a decade.

From 2013 to 2022, the highest spend per person was registered in 2020, right before the pandemic hit the US. That year, the average buyer spent $196.31 on Valentine’s Day.

The numbers also show that, historically, consumers spent the most amount of money on jewelry. Between 2013 and 2022, the only exception came in 2016, during which the average person spent fractionally more on an evening out ($33.46) than jewelry ($33.11).

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