Valentine’s Day is no longer just a celebration of romantic love with flowers, chocolates, romantic dinners and classic rom coms including Sleepless in Seattle and 10 Things I Hate About You on the TV. For businesses across North America, Valentine’s Day 2026 is projected to break spending records for the holiday again with more money expected to be spent than 2025 according to the National Retail Federation. In 2026, U.S. consumers are projected to spend $29.1 billion, averaging nearly $200 per person according to the National Retail Federation.
But while the average is $200 per person, younger generations are expected to drive a significant share of spending.
These numbers reflect more than just evidence that Valentine’s Day is now more than romance; they highlight opportunities for retailers, restaurants, and service-based businesses to connect with consumers in meaningful and profitable ways.
From premium jewelry and gourmet dining to gifts for friends, family, and even pets, Valentine’s Day spending has expanded beyond romantic partners. For businesses, understanding these trends can inform strategic marketing, product development, and customer engagement initiatives which will turn into profits.
Think Beyond Couples: Expanding The Market
Valentine’s Day is no longer just for romantic partners. A growing number of consumers are buying gifts for friends, family, and pets, broadening the market significantly. In fact, amongst the $29.1 billion projected spending total by the NRF, $2.1 billion will be spent towards gifts for pets.
“Valentine’s Day underscores the value of relationships, and for many people, the connection they share with their pets is an important one,” Prosper Insights & Analytics Executive Vice President of Strategy Phil Rist said. “Whether it’s a dog, cat or other animal, consumers are looking to celebrate their pets this Valentine’s Day with a special toy, accessory or treat.”
And $1.7 billion will be spent on gifts for co-workers.
This shift presents opportunities for businesses to diversify product offerings and marketing campaigns.
- Pet-friendly gifts: artisanal pet treats, personalized collars, new bed or toy, or subscription boxes.
- Friendship or family gifts: customized mugs, coordinated gift sets, or shared experiences
- For that special coworker: stress relievers, desk decorations, or gift card to their favorite place
Companies that embrace this expanded scope can tap into audiences that traditional Valentine’s marketing often overlooks, creating additional revenue streams during a critical sales period.
Businesses Need To Embrace The Digital Market
With Americans spending over 300 billion dollars online in 2025, online presence (website, social media, app) is a must-have for success, and businesses that fail to leverage digital channels risk missing out on a massive portion of the $29.1 billion up for grabs this Valentine’s Day. E-commerce platforms, social media, and mobile apps are not just convenient — they are becoming primary shopping destinations for consumers rather than brick-and-mortar locations.
From online gift customization to last-minute delivery options, the digital market allows businesses to reach wider audiences, reduce friction in purchasing, and even create interactive experiences. For example:
- Chocolate brands and florists can offer online bouquets or treat boxes with same-day delivery.
- Restaurants can market Valentine’s meal kits or reservation packages through apps and social media ads.
- Subscription and gift box startups can capture attention through influencer campaigns and targeted digital ads.
Valentine’s Day now demands the same digital sophistication as peak retail seasons such as Christmas, Black Friday and Cyber Monday. Businesses that optimize their websites, utilize e-commerce tools, and engage audiences on social media can increase visibility, drive conversions, and compete with larger retailers. In 2026, the digital market is where consumers are making decisions and it’s where businesses should be meeting them.
Focus on Personalization
Valentine’s Day is inherently personal as people shop for “the perfect gift,” and brands that offer meaningful, customizable products or experiences stand out. Consumers seek gifts that feel thoughtful, unique, and tailored to the recipient — whether that’s a partner, friend, family member, or even a pet.
Personalization can take many forms: custom engraving on jewelry, curated gift boxes, tailored meal experiences, or even personalized digital messages accompanying an e-gift. These little touches make the purchase feel special, enhancing emotional connection and perceived value.
For businesses, personalization is also a marketing differentiator. It encourages social sharing, word-of-mouth recommendations, and repeat purchases. A customer who receives a customized gift experience is more likely to become a loyal advocate, while a generic product may get lost in the noise of seasonal spending.
Premium Gifts Signal Opportunities But Also Caution
Valentine’s Day continues to be dominated by high-ticket items including jewelry with people spending $7 billion on jewelry according to the NRF, flowers as more than 250 million flowers are sold for the holiday and 145 million greeting cards exchanged. But those high-ticket items are becoming more expensive this year because of tariffs on flowers from Colombia and a 15% tariff on wine from European countries which includes France and Italy.
Rising costs mean that some consumers may be more budget-conscious, even during a high-spending holiday. Businesses that ignore this risk losing potential buyers to competitors offering perceived value. Strategies to navigate inflation and not lose customers include:
- Offer curated gift bundles or limited editions that highlight exclusivity
- Market experiences alongside products, such as gourmet meals, spa packages, or romantic outings
- Emphasize quality and craftsmanship in product storytelling
As high-ticket Valentine’s Day items become more expensive, businesses face a delicate balance: maintaining premium appeal while meeting the expectations of increasingly budget-conscious consumers. Those who adapt strategically — by offering the most bang for buck — can turn rising costs into an opportunity rather than a barrier.
The Bottom Line for Businesses in 2026
Valentine’s Day 2026 is projected to set records in both spending and scope, offering substantial opportunities for businesses that adapt strategically. From premium gifts and experiences to pet-friendly and friendship-focused offerings, the holiday rewards companies that understand evolving consumer behavior, leverage digital marketing effectively, and balance pricing with perceived value.
For small businesses and startups, Valentine’s Day can be a testing ground for innovation, creative campaigns, and audience expansion. For larger brands, it’s a chance to reinforce brand loyalty and experiment with personalized or experiential offerings.
Ultimately, Valentine’s Day is no longer just about chocolates, flowers, or romantic dinners. It’s a multi-billion-dollar opportunity that rewards businesses capable of blending emotional connection, strategic marketing, and operational agility — proving that love, in 2026, is also big business.
