This Valentine’s Day, the hottest thing you can do is make smart financial moves, as Americans continue to adapt to persistent inflation and a difficult housing market.
In a new survey out from Trustpilot, a whopping 77% of people said they’d rather put their money toward a major financial goal such as a home down payment than spend it on gifts. In addition, almost a full third—30%—said they’d rather get nothing for Valentine’s Day and have their partner save money.
Fortune asked Dana Bodine, Trustpilot’s U.S. vice president of marketing, what these numbers say about romance in an era where Waffle House is adding a 50-cent surcharge to every egg you order and it can take something like nine years to save up a competitive down payment on a home.
Financial worries are changing how people celebrate Valentine’s Day
For those who love Valentine’s Day, there’s no need to worry. It’s clear the holiday is still popular, with 73% of respondents saying they intend to celebrate Valentine’s Day. But how they intend to do so is changing, with 35% of respondents indicating they will spend less because of inflation concerns and 25% prioritizing savings.
“Flowers wilt—a down payment does not,” says Bodine. “This move is aligned with the larger cultural conversation we are seeing in the U.S. Americans know that money isn’t going as far as it used to, and we are adjusting the way we live, holidays included, to not be caught without savings.”
It also seems from the survey that lovebirds are prioritizing experiences together, with 42% saying they plan to have dinner at a restaurant compared to just 28% who say they intend to celebrate with gifts.
Consumers feel Valentine’s Day 2025 is a time to be frugal
Trustpilot surveyed 1,115 consumers between Jan. 28 and Jan. 29, 2025. Almost three-quarters (72%) of survey respondents said they never feel an obligation to spend a specific amount on Valentine’s Day. Here’s how most expected gifts are looking as far as price point this year:
- 40% plan to spend under $50 on a gift.
- 27% plan to spend between $50 and $100.
- 19% plan to spend between $100 and $150.
Respondents don’t seem to be asking their partners to get too lavish, either: 52% said they expect their partner to spend less than $50 on Valentine’s Day.
Asked what they want, only 8% cited flowers and 5% cited jewelry. A slightly larger segment (14%) would enjoy a personalized experience such as a trip, spa day, or a concert. The most popular result was a night out at a restaurant, with 35% opting for that.
“It’s absolutely possible that less spending on gifts, flowers, and experiences doesn’t indicate less romance—but rather a realignment of values in couples at every age,” says Bodine.
She adds that Trustpilot asked if respondents could pinpoint the thing about the holiday that they found the most frustrating—and right after the 43% that reported high costs, 21% were sick of what they consider the “over-commercialization” of love.
That said, a small portion of Americans still expect to spring for more expensive Valentine’s Day gifts. Here’s how those segments look as far as price point:
- 8% plan to spend between $250 and $500
- 3% intend to spend $500 to $1,000
- 2% plan to spend over $1,000
Read more from Fortune
Romance isn’t dead, but for some, it’s taking a back seat
The Trustpilot survey results seem to track with data recently released by Bank of America on how Americans intend to manage their money in 2025. Bank of America found that 30% of respondents expected to sacrifice some aspect of their romantic life for financial reasons.
That includes 14% of respondents who said they intended to go on fewer dates—with 19% of men saying that vs. 10% of women, and a whopping 28% of Gen Z respondents.
Plus, 12% said they planned to delete dating apps, 12% said they intended to stop paying for dating apps, and 8% said they thought they’d probably put off or postpone their wedding.
Gen Z seems particularly disenchanted with swiping left and right trying to find love, as 26% of respondents in this age group said they intended to delete dating apps and 23% said they’d stop paying for dating apps.
The takeaway
The shift in how Americans are spending can be seen as both a reflection of a difficult economic environment and a positive move where people are being more intentional about their finances.
“This is the third time we’ve done this survey and each year, consumers have expressed they are anxious about Valentine’s Day spending, or were actively cutting down,” says Bodine at Trustpilot. “This year, inflation and a higher cost of living has made it even harder to spend on the holiday, essentially pushing people to reevaluate their priorities with their partners.”
To sum up: If you’ve told your partner you’d rather put February’s paychecks toward an emergency fund, a down payment, or an investment rather than chocolate or diamonds, know you’re not alone. It looks like the new romance may be less commercialized, less scripted, and more focused on flourishing together over the long run.
Related reading
- 25% of Americans still don’t have a monthly budget. If you’re one of them, here are five budget strategies to consider
- Are Millennials the reason single-family home rents are off the charts? A new Zillow report looks at the numbers
- She teaches millions about personal finance online. Here’s what Erika Kullberg thinks you should know about managing your money
