Valentine's Day Gifts Cost More This Year

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The cost of traditional Valentine's Day gifts like flowers, chocolates, and jewelry has increased this year, according to surveys. The National Retail Federation found people plan to spend around $200, while a LendingTree survey indicated they intend to spend $132, down from $179 last year. Prices for roses, chocolates, and jewelry have risen 3%, 12%, and 8% respectively. Despite the higher costs, nearly half of those surveyed said they plan to go into debt to cover Valentine's Day expenses, though most partners don't want them to.

Why it matters

The rise in prices for common Valentine's Day gifts reflects broader inflationary pressures on consumer goods. This is putting a strain on household budgets, leading many to spend less or take on debt to celebrate the holiday. The situation highlights the importance of communication between partners about financial constraints and expectations around gift-giving.

The details

Flowers, especially roses, are more expensive this year, with the average price for a dozen long-stemmed roses just over $93, a 3% increase from last year. Chocolates are up almost 12%, while jewelry prices have risen nearly 8%. These increases, along with the cost of daily essentials, have led many surveyed to plan on spending less than last year.

• Valentine's Day is approaching on February 14, 2026.

What they’re saying

What’s next

Consumers looking to save on Valentine's Day gifts can consider mixed bouquets, shopping locally to avoid shipping fees, and having flowers delivered early to avoid higher delivery costs on the holiday.