Valentine's Day Spending Hits Record High Amid Soaring Prices

Consumers expected to spend $200 on average for the annual day of romance

Published on Feb. 13, 2026

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Love is costing consumers more this year, with the average person expected to spend around $200 on Valentine's Day gifts and celebrations - an all-time high. Prices for staples like flowers, chocolates, and jewelry have surged due to factors like inflation, tariffs, and supply chain issues, putting a strain on shoppers' wallets.

Why it matters

The rising costs of traditional Valentine's Day gifts reflect broader economic trends of high inflation affecting consumer spending. This could lead to changes in consumer behavior, with shoppers seeking more affordable options or cutting back on Valentine's Day purchases altogether.

The details

Prices across Valentine's Day gift categories have seen double-digit inflation since 2021, with chocolate costs surging more than 70%. Retailers and producers cite factors like elevated cocoa bean prices, tariffs on imported goods, and higher labor and packaging costs as driving the price hikes. Some businesses, like Li-Lac Chocolates, have absorbed the increased costs to avoid passing them on to customers, while others like Fruition Chocolate Works have had to adjust their purchasing strategies.

  • Prices for 32 popular Valentine's Day chocolate products rose from last year.
  • Global cocoa costs have dropped, but retail prices remain high due to a lag between when candymakers purchase raw materials and when they produce the final product.
  • In early 2026, freezing temperatures in the South damaged domestic flower crops and impacted availability.

The players

National Retail Federation

The trade association that tracks consumer spending trends, including for Valentine's Day.

Christopher Taylor

Owner of Li-Lac Chocolates in New York City, who made a conscious decision not to raise prices for customers despite higher chocolate costs.

Dahlia Graham

Owner of Fruition Chocolate Works in New York, who had to adjust her company's purchasing strategies as cocoa prices soared.

Bill Anastasakis

Owner of New York Plaza Florist in Manhattan, who suggests consumers opt for tulips instead of roses to save money on Valentine's Day flowers.

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What they’re saying

“Last year was brutal. ... We barely broke even. If we hadn't locked in those prices, we would have lost a serious amount of money. I just did not detect a customer appetite for higher prices.”

— Christopher Taylor, Owner, Li-Lac Chocolates

“It was really hard. We had to adjust the timing and quantity of our purchases, as well as consider swapping out certain cocoa bean selections for others.”

— Dahlia Graham, Owner, Fruition Chocolate Works

“Roses, and especially red roses, are going to be the most expensive. Red tulips are cheaper — one-third the price.”

— Bill Anastasakis, Owner, New York Plaza Florist

What’s next

Retailers and producers will continue to monitor the costs of key Valentine's Day items, and may need to adjust pricing or product offerings to meet consumer demand.

The takeaway

The record-high spending expected for Valentine's Day 2026 reflects the broader economic challenges facing consumers, who must navigate soaring prices for traditional gifts like flowers, chocolates, and jewelry. Businesses are also grappling with these cost increases, leading some to absorb the higher expenses while others pass them on to shoppers.