Bay Area Restaurants Brace for Busy Valentine's Day Weekend

Experts predict couples will spend record amounts on the holiday this year.

Published on Feb. 14, 2026

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Restaurants across the San Francisco Bay Area are preparing for a very busy Valentine's Day weekend, as many couples plan romantic dinners to celebrate the holiday. With Valentine's Day falling on a Saturday this year, eateries like Original Joe's in North Beach say they are booked solid all weekend. Experts forecast that the average American will spend nearly $200 on Valentine's Day gifts, a new record high.

Why it matters

The busy Valentine's Day weekend is a major revenue opportunity for Bay Area restaurants, which have faced challenges in recent years due to the pandemic and changing consumer habits. The increased spending projections suggest couples are eager to celebrate the holiday in-person after more muted celebrations in recent years.

The details

Original Joe's owner John Duggan says the restaurant is booked solid for the Valentine's Day weekend, coming off the heels of hosting Super Bowl festivities last week. The restaurant is preparing special menu items like a red velvet butter cake to cater to the influx of couples. A CouponFollow survey found that a romantic dinner is the top Valentine's Day gift this year, and Duggan says restaurants are 'humbled' to be part of couples' celebrations.

  • Valentine's Day falls on Saturday, February 14, 2026.
  • The National Retail Federation projects the average American will spend nearly $200 on Valentine's Day this year, a new record high.

The players

Original Joe's

A restaurant located in San Francisco's North Beach neighborhood that is preparing for a busy Valentine's Day weekend.

John Duggan

The owner of Original Joe's restaurant.

Andre Domiciano

The chef at Original Joe's restaurant who is preparing special menu items for Valentine's Day.

National Retail Federation

The trade association that projects Americans will spend an average of $199.78 on Valentine's Day this year, a new record high.

Gabriel Nuno and Diane Arambula

A couple celebrating their first Valentine's Day together.

Jeff and Linette Librum

A married couple of 43 years who prefer simpler Valentine's Day celebrations.

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What they’re saying

“Coming off of last week, having the Super Bowl in San Francisco, to back it up with Valentine's Day and Presidents' Day weekend, just an incredible one-two punch.”

— John Duggan, Owner, Original Joe's (ktvu.com)

“If you're with the person you love, it's kind of worth it.”

— Gabriel Nuno (ktvu.com)

“It's a nice thing to do. You feel good doing it for the person you love. It's really nice.”

— Diane Arambula (ktvu.com)

“I would rather that he get me a card and write something personal in it, or write me a letter, something that I can keep.”

— Linette Librum (ktvu.com)

“As long we're together and do something simple, we're happy with that.”

— Jeff Librum (ktvu.com)

What’s next

Restaurants across the Bay Area will continue to prepare for the influx of Valentine's Day diners throughout the weekend.

The takeaway

The busy Valentine's Day weekend is a crucial revenue opportunity for Bay Area restaurants, which have faced challenges in recent years. While some couples prefer simple celebrations, the overall trend suggests Americans are eager to spend more on the holiday this year to celebrate their loved ones.