Research shows that Americans are cutting back on Valentine’s Day spending and preferring simple gestures

Americans are leaning toward traditional, cheaper gestures this Valentine’s Day, with most preferring a romantic dinner to expensive gifts, a new national survey shows.

A recent CouponFollow survey of 1,005 adults in a relationship found that 61% consider dinner the ideal way to celebrate the holiday. Experiences such as travel or concert tickets trailed close behind at 57%, while 46% said a handwritten card or letter would be their first choice.

Despite continued enthusiasm for the occasion, couples appear to be tightening their budgets, according to the survey. On average, respondents said they plan to spend $87 on their partner this year — a notable drop from 2025, when Americans reported setting aside a total of $155 for Valentine’s Day gifts.

If reported Through CNBC, Clay Cary, senior trends analyst at CouponFollow, said the shift reflects a broader recalibration rather than a loss of interest in the holidays. “There has been a significant change in the way Americans approach this holiday,” Cary said. “They are not backing away from Valentine’s Day, but they are being more selective in determining how much they want or can spend on this holiday.”

Rising costs may play a role. According to data from the Bureau of Labor Statistics, cumulative inflation, as measured by the Consumer Price Index, has increased by about 26% since the start of 2020. The CPI tracks price changes for a wide range of goods and services, including essentials such as groceries and fuel.

The financial pressure is causing some couples to skip the party altogether. One in five respondents say they plan to forego Valentine’s Day this year.

Douglas Boneparth, president of wealth management firm Bone Fide Wealth, said the perception of whether $87 is a lot or a little depends largely on individual financial circumstances. For some households, that amount may feel substantial; modest for others. Ultimately, he noted, expenditures must be in line with revenues and available resources.

Bonepart suggests that couples take time to think about their financial values ​​before deciding how to celebrate. Individuals should consider what money means to them and how these beliefs shape their priorities. Discussing expectations together can also make it clear what each partner values ​​most.

“I think answering those questions about yourself and each other will probably lead to a much more meaningful Valentine’s Day,” Boneparth said.

As inflation continues to impact consumer behavior, this year’s data suggests that many Americans are opting for sincere gestures over high price tags: keeping the romance intact while keeping spending in check.

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