Affordability crisis hits Valentine's Day budgets

Experts say expensive gifts won't fix troubled relationships

Published on Feb. 12, 2026

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As the average person plans to spend a record $200 on Valentine's Day this year, one columnist questions whether lavish spending is necessary to show love. He shares advice from an expert that communication, not expensive gifts, is the best way to address relationship issues.

Why it matters

The rising costs of goods and services have made it increasingly difficult for people to afford traditional Valentine's Day celebrations involving expensive gifts, dinners, and other expenses. This story explores how the affordability crisis is impacting one of the most popular consumer holidays.

The details

According to the National Retail Federation, the average person is expected to spend a record $200 on Valentine's Day this year, surpassing the previous high of $196 set in 2000. The columnist has a 'love-hate' relationship with the holiday, appreciating the sentiment but not wanting to shell out hundreds of dollars. He's seen advertisements promoting costly couple's activities and gifts, but plans to celebrate in a more budget-friendly way. An expert advises that if a relationship is rocky, expensive gifts are not the best way to fix it, and it's better to have an honest conversation after the holiday when emotions are not as high.

  • The average person is expected to spend a record $200 this year, surpassing the previous high of $196 set in 2000.

The players

Rueben Brock

A clinical psychologist who provided advice about addressing relationship issues.

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What they’re saying

“Communicate the good with the bad, and now it feels like you are just having a productive conversation.”

— Rueben Brock, Clinical psychologist (CBS News Pittsburgh)

The takeaway

The affordability crisis has made it increasingly difficult for people to celebrate Valentine's Day in the traditional, expensive way. Experts advise that communication, not lavish gifts, is the best way to address relationship issues, and that a budget-friendly celebration can still convey love and appreciation.