Valentine's Day Costs Climb 30% in 5 Years, Survey Finds

Inflation and commercialization make the holiday harder to afford for many Americans.

Published on Feb. 9, 2026

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A new analysis by Savings.com of Consumer Price Index data found the cost of celebrating Valentine's Day has risen by 30% since 2021, outpacing overall inflation. The findings suggest that expensive gifts may not be what many people actually want, with nearly 48% of respondents saying their preferred gift is simply quality time at home with their loved one.

Why it matters

The rising costs of Valentine's Day celebrations are making the holiday harder to afford for many Americans, leading some to redefine how they celebrate the day by focusing on more affordable, thoughtful gestures or alternative holidays like Galentine's Day.

The details

The Savings.com survey found that two out of three Americans believe Valentine's Day has become 'too commercialized.' Many respondents reported spending money on friends or themselves, and more than 20% of single Americans said they plan to celebrate alternative holidays like Galentine's Day or Palentine's Day instead. The survey also found that about three-quarters of Americans say they plan to spend money on the holiday, with a typical budget of $125.

  • The Savings.com analysis looked at Consumer Price Index data since 2021.
  • The Savings.com survey was conducted in January 2026.

The players

Savings.com

A website that provides analysis and research on consumer spending and personal finance topics.

Beth Klongpayabal

The lead research analyst at Savings.com.

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What they’re saying

“If you talk to your partner and they want to spend quality time at home, listen. You can save money by not having to go to certain functions out that cost money, buying tickets or getting restaurant reservations.”

— Beth Klongpayabal, Lead Research Analyst, Savings.com (ksat.com)

“It would be amazing if I said I would love it if my car were cleaned and detailed, and that was my gift.”

— Beth Klongpayabal, Lead Research Analyst, Savings.com (ksat.com)

The takeaway

As the costs of Valentine's Day celebrations continue to rise, many Americans are looking for more affordable and thoughtful ways to celebrate the holiday, such as quality time at home or acts of service, rather than expensive gifts. This trend reflects a desire to move away from the commercialization of the holiday and focus on the true meaning of Valentine's Day.