Conversation Hearts Reflect Budget-Conscious Valentine's Day

WalletHub survey shows two in five say Valentine's Day activities aren't affordable this year.

Published on Feb. 9, 2026

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With the current economic realities, this year's Valentine's Day gifting is focused on love on a budget. Even the iconic conversation hearts are reflecting the strain on finances, with new sayings like "share login" and "split rent." A WalletHub survey found that 40% of people say Valentine's Day activities aren't affordable, and the same amount have a budget for the holiday. The survey also revealed that 82% of Americans believe Valentine's Day is a ploy to get them to spend more money, yet people are still spending.

Why it matters

The survey results highlight the financial pressures many couples are facing this Valentine's Day, with budgeting and affordability being top concerns. This reflects broader economic trends and the strain that financial issues can place on relationships.

The details

The WalletHub survey found that one in four people believe financial secrets are the worst money problem in a relationship, and 55% think budgeting together is the best way to avoid money problems in a household. Experts advise planning ahead for Valentine's Day activities, as last-minute bookings will likely be difficult and more expensive.

  • The WalletHub Valentine's Day spending survey was conducted in 2026.

The players

Chip Lupo

A financial expert with WalletHub.

WalletHub

A personal finance website that conducted a survey on Valentine's Day spending.

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What they’re saying

“Creating the budget is the easy part. Actually sticking to it, coming up with realistic dollar amounts with a threshold of how much you're willing to spend on dinner, how much you're willing to spend on gifts, very important to stick to that.”

— Chip Lupo, Financial expert (abc30.com)

“Eighty-two percent of Americans believe Valentine's Day is a trick to spend more money. That it's a holiday concocted by the Candy Chocolate Company. Yet, people are still spending money.”

— Chip Lupo, Financial expert (abc30.com)

What’s next

Experts advise planning ahead for Valentine's Day activities, as last-minute bookings will likely be difficult and more expensive.

The takeaway

This Valentine's Day, the focus is on love on a budget, with even the iconic conversation hearts reflecting the financial realities many couples are facing. The survey results highlight the importance of budgeting and communication to avoid money problems in relationships.