Tariffs Driving Up Valentine's Day Prices in Indiana

Hoosier businesses and consumers face higher costs for flowers, candy, and other holiday gifts due to tariffs.

Published on Feb. 12, 2026

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Businesses in Indiana, including local candy shops and florists, are reporting that tariffs have driven up their costs for Valentine's Day products by 10-15%. As a result, consumers in the state are expected to pay more this year, with the average person projected to spend nearly $200 on the holiday, up from $189 in 2025. Businesses are encouraging shoppers to consider alternative options, such as Sunday or Monday delivery, to save money, while also urging the community to support local shops.

Why it matters

The rise in Valentine's Day prices due to tariffs highlights the broader economic impact of trade policies, affecting both businesses and consumers. As one of the biggest spending holidays of the year, the increased costs could strain household budgets and force Hoosiers to make difficult choices about how much to spend on gifts and celebrations.

The details

Tariffs have increased the cost of imported flowers by 15-25 cents per stem, according to Sarah Gillespie, president of Gillespie Florists. Similarly, Jay Noel, CEO of Abbott's Candies, said tariffs have affected the prices of gift items the store carries, though not their staple caramels and chocolates. Experts say tariffs on jewelry production in other countries could also drive up prices in that category.

  • The National Retail Federation is forecasting nearly $30 billion in Valentine's Day sales this year, the highest level ever reported.
  • The average person is expected to spend nearly $200 on Valentine's Day in 2026, up from just under $189 in 2025.

The players

Sarah Gillespie

President of Gillespie Florists, a family-owned business on Indianapolis' west side.

Jay Noel

CEO of Abbott's Candies, the oldest candy store in Indiana.

John Talbott

Associate professor at the IU Kelley School of Business.

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What they’re saying

“Everything's gone up roughly 10 to 15%.”

— Sarah Gillespie, President of Gillespie Florists (WRTV)

“It has increased the stem cost of just about every flower that we import by nearly 15 to 25 cents a stem. That adds up, you know. We do pass some of that along to the consumer.”

— Sarah Gillespie, President of Gillespie Florists (WRTV)

“We try to keep our costs as low as possible, but we want to be here next year.”

— Jay Noel, CEO of Abbott's Candies (WRTV)

“Various countries where jewelry is produced may be subject to tariffs as well, and so I would expect that we see some increases.”

— John Talbott, Associate professor at the IU Kelley School of Business (WRTV)

What’s next

Businesses are encouraging shoppers to consider alternative options, such as Sunday or Monday delivery, to save money, while also urging the community to support local shops.

The takeaway

The rise in Valentine's Day prices due to tariffs highlights the broader economic impact of trade policies, affecting both businesses and consumers. As one of the biggest spending holidays of the year, the increased costs could strain household budgets and force Hoosiers to make difficult choices about how much to spend on gifts and celebrations.