What are your Valentine’s Day spending plans?

With the big Super Bowl game behind us, many are shifting their focus to preparing for Valentine’s Day.

This year, consumer spending for Valentine’s Day is projected to hit a record $29.1 billion, according to the National Retail Federation’s annual survey conducted with Prosper Insights & Analytics.

This total exceeds the previous high of $27.5 billion set in 2025. Shoppers also plan to spend a record average of $199.78 on gifts, up from $188.81 last year and higher than the prior record set in 2020.