Valentine’s Day by the Numbers

How Americans celebrate the holiday and how much they spend on it.
February 14, 2016, 1:30 PM UTC
Red roses of the premium 'Taj Mahal' variety are stacked by a buyer after an auction at the International Flower Auction Bangalore (IFAB) centre on February 12, 2015 in preparation for 'Valentines Day' to be celebrated world-wide on the 14th. The demand for roses both locally and internationally has seen a 30 percent increase during the Valentine season and an expected 1.2 to1.4 million roses are estimated to be auctioned at IFAB during this week. Indian right wing parties, which till recently condemned and opposed Valentine's Day celebrations terming the celebration as a non-Indian practice, have given into pressure by the X-generation and Valentine's Day will now be known and celebrated as the Rashtriya Prem Divas. AFP PHOTO / Manjunath KIRAN (Photo credit should read Manjunath Kiran/AFP/Getty Images)
Photograph by Manjunath Kiran — AFP/Getty Images

This year, Americans are expected to spend $19.7 billion on Valentine’s Day, according to the National Retail Federation.

The five most common items purchased for the holiday and their average prices, according to Bankrate, are a box of chocolates ($15.11), diamond earrings ($323.26), a dozen roses ($41.66), dinner for two ($80.46), and a bottle of champagne ($51.54).

According to LPL Research, the prices for common Valentine’s Day gifts increased by 1.3% in 2015, more than the overall rate of inflation. The firm also cites that the cost of a “night out” hasn’t dropped in the 15-year history of their Valentine’s Day study.

With these stats in mind, we’ve rounded up a bunch of other numbers related to Valentine’s Day participation and spending.

Average Holiday Spending Per Person (2016)

According to a survey conducted by the National Retail Federation, participating in Valentine’s Day varies across age, gender, and income.




According to data from the Census Bureau, there are 105 million unmarried people in the U.S., or 44% of all U.S. residents over age 18. Fifty-three percent of single people are women and 47% are men. For this reason, the dating odds favor single men.

According to the Hinge data science team, last Valentine’s Day the app saw a 230% increase in usage when compared to a typical Saturday.

According to Tinder, the app last Valentine’s Day saw usage increase by 7.6%, U.S. matches increase by 6%, and U.S. messages increase by 5.2%.

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WalletHub compiled data to determine the best cities to celebrate Valentine’s Day. It compared the 100 most populated cities in the U.S. across four key dimensions: Valentine’s Day budget, Valentine’s Day activities, Valentine’s Day gift accessibility, and Valentine’s Day weather forecast. In order to identify the best cities for singles, the company compared the 150 most populated U.S. cities across two equally weighted dimensions: dating economics, and romance and fun.

Graphic by Analee Kasudia




According to 1800Flowers, Valentine’s Day is the second largest holiday next to Mother’s Day for the floral industry. The top flowers sold for Valentine’s Day are roses, lilies, gerbera daises, carnations, and tulips. Red roses are the most popular rose variety, followed by pink and purple.

1800Flowers president Chris McCann told Fortune that when Valentine’s Day falls on a weekend, like it does this year, e-commerce sales for the company go down. However, suburban brick and mortar shops see increased business, while urban shops see decreased business. He also said that sales are the best for his company when Valentine’s Day falls between Wednesday and Friday.




According to an Ipsos poll conducted on behalf of Netflix, movies and television shows are the top two icebreakers for a first date. Show-compatibility is important, with 13% saying they would ask someone out based solely on mutual interest in a TV show.

More than half of the respondents reported that sharing a Netflix account is a big step towards a serious relationship. More than half say they’d wait until dating exclusively before sharing an account, while 17% wait to be engaged or officially married.

Staying in seems to be the new going out. Seventy-two percent of those surveyed who are married or in a relationship say staying in and watching Netflix together is one of their favorite ways to spend a casual date night.

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