Valentine's Day: The cost of love in America

Published: Feb. 14, 2018 at 3:09 PM AKST
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Data is sourced from the


The National Retail Federation (NRF) and Prosper Insights & Analytics (PI&A) conducted a Valentine's Day consumer survey between Jan. 3 through Jan. 10, 2018, in which researchers surveyed 7,277 consumers across America.

According to NRF, the survey's margin of error is plus, or minus, 1.1 percentage points.

Regarding the

Planned Gift Purchases

chart, the sums of the percent totals equals more than 100 percent, because respondents were given the option to select more than one option.

In 2018, NRF estimates that Valentine's Day spending will reach $19.6 billion, nationwide. This makes it second highest in the survey's 15-year history, behind 2016 results.

"Americans are looking forward to pampering and indulging their loved ones with flowers, candy, dinner and all of the other Valentine’s Day stops," said Matthew Shay, President and CEO of NRF. "With the holidays behind them and the winter months dragging along, consumers are looking for something to celebrate this time of year."

The group of recipients expected to be gifted the most in 2018 are spouses and significant others. The survey indicates that consumers plan on spending an average of $88.98 per recipient – totaling to $12.1 billion nationwide. Meanwhile, the group expected to receive the least are coworkers, at an average of $4.79 per recipient – totaling to $654 million nationwide.

According to the study, gift givers are more likely to spend on pets before coworkers.

Check out the interactive data visualization, above, to:

• Examine how much money (net value) the nation planned on spending annually, for the holiday.

• Examine who Americans plan on gifting for the holiday, and how much they are expected to typically spend in 2018.

• Examine what gifts Americans most commonly plan on purchasing, by year.

• And examine how much money Americans, by age bracket, plan to spend on their pets in 2018.