Mainers Seek Cheaper Valentine's Day Gifts as Prices Rise

Chocolatiers report lower foot traffic but customers still splurging on smaller packages

Published on Feb. 12, 2026

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As Valentine's Day approaches, some Maine residents are looking for more affordable gift options due to rising prices for traditional gifts like chocolates and flowers. Chocolatiers in the state report lower foot traffic, with customers opting for smaller packages to cut costs. However, they expect a last-minute rush on the holiday itself as frantic shoppers seek last-minute gifts.

Why it matters

The shift in consumer behavior highlights the impact of inflation on holiday spending. Businesses that rely heavily on Valentine's Day sales must adapt to changing customer preferences and find ways to offer more budget-friendly options. This story provides insights into how Maine's small businesses are navigating the challenges of rising costs and changing consumer demand.

The details

Several Maine chocolatiers, including Haven's Candies in Westbrook and Dean's Sweets in Portland, report seeing a decline in foot traffic and pre-orders compared to previous years. Customers appear to be more price-conscious, with many opting for smaller boxes of chocolates or forgoing gifts altogether. However, the full picture of Valentine's Day sales may not be clear until the holiday itself, when last-minute shoppers are expected to flood the stores.

  • On Thursday, February 12, 2026, Haven's Candies owner Erin Collins reported a 'lower number of people shopping' compared to previous years.
  • The Lending Tree survey released in February 2026 found that Americans are planning to spend about 26% less on Valentine's Day gifts this year compared to last year.
  • On Valentine's Day, February 14, 2026, chocolatiers expect to do as much business in the last hour of the day as the rest of the week combined, as frantic shoppers seek last-minute gifts.

The players

Erin Collins

The owner of Haven's Candies in Westbrook, Maine.

Kristin Thalheimer Bingham

The co-owner of Dean's Sweets in Portland, Maine.

John DeGrinney

The co-owner of Len Libby Candies in Scarborough, Maine.

Colleen Osselaer

The co-owner of Harbor Candies in Ogunquit, Maine.

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What they’re saying

“It's a lower number of people shopping. People are spending about what they would normally spend or maybe a little more, but it's less people.”

— Erin Collins, Owner, Haven's Candies (sunjournal.com)

“For Valentine's Day, we seem to be on track, and people are doing their usual kind of splurge this time of year because it's fun and it's festive.”

— Kristin Thalheimer Bingham, Co-owner, Dean's Sweets (sunjournal.com)

“Literally, people wait until the last day to get their strawberries.”

— John DeGrinney, Co-owner, Len Libby Candies (sunjournal.com)

“It's a panic holiday. Our shop will be filled with men, bug-eyed, thinking 'Oh crap! It's Valentine's Day, and I've got to get a gift!'”

— Colleen Osselaer, Co-owner, Harbor Candies (sunjournal.com)

What’s next

Chocolatiers will be closely monitoring sales on Valentine's Day, February 14, 2026, to get a full picture of consumer demand and spending patterns.

The takeaway

The shift in consumer behavior towards more affordable Valentine's Day gifts highlights the impact of rising costs on holiday spending. Businesses must adapt by offering budget-friendly options to cater to price-conscious customers, while also preparing for the traditional last-minute rush of shoppers seeking gifts on the holiday itself.