Love is spending more. Be the easy choice on the 14th.
Valentine's Day spending is set for a new record. Most of it is decided in the last two weeks, often on a phone, often at the last minute.
By the Xuru Technologies team · 28 January 2026
Key takeaways
- The NRF expects a record $29.1 billion in US Valentine's Day spending, up from $27.5 billion.
- An evening out is planned by 39% of celebrants, worth $6.3 billion.
- Online is the top shopping destination at 38%.
Even with tight budgets elsewhere, people still prioritise one special night. Restaurants, florists, jewellers and gift shops all compete for the same few days.
What happened
The National Retail Federation forecast record spending, with the average celebrant budgeting about $200. Jewellery leads by value at $7 billion, followed by evenings out. NACS also covered the forecast for convenience retailers.
What it means for businesses
- Restaurants sell out early. Online booking with deposits protects the busiest night of the quarter.
- Last-minute buyers are online. Clear delivery cut-offs and click-and-collect win them.
- Experiences sell. Set menus, classes and packages attract couples looking for something different.
A two-week Valentine's plan
| When | Action |
|---|---|
| Now | Publish a Valentine's page with menu or gift guide and booking. |
| Week before | Email past customers with a direct booking link. |
| Three days out | Show delivery cut-offs and pickup options on every product. |
| On the day | Let an AI assistant handle availability questions. |
Frequently asked questions
How much will Americans spend on Valentine's Day 2026?The NRF forecast a record $29.1 billion, up from $27.5 billion in 2025.
The NRF forecast a record $29.1 billion, up from $27.5 billion in 2025.
Should restaurants take deposits for Valentine's Day?For the busiest night, a deposit or prepaid set menu cuts no-shows. State the policy clearly when guests book.
For the busiest night, a deposit or prepaid set menu cuts no-shows. State the policy clearly when guests book.
What sells best online for Valentine's Day?Candy, flowers and cards are most common, while jewellery and experiences lead by value. Clear delivery dates drive last-minute sales.
Candy, flowers and cards are most common, while jewellery and experiences lead by value. Clear delivery dates drive last-minute sales.
Make the 14th your busiest day.
Booking, pre-paid menus, gift cards and fast online stores for every seasonal peak.
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