Valentine's Day Survey: Shopping & Spending Trends 2021

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Most will celebrate Valentine’s Day this year as a night in. And the most desired gift? Food. That’s according to our 2021 Valentine’s Day spending and shopping survey.

To get a pulse on what U.S. consumers are buying and how they’ll spend Feb. 14, we surveyed 1,080 U.S. adults via Alchemer between Jan. 21 and 25. See survey methodology.

Valentine’s Day survey 2021: Table of contents

Top findings

• Two in three respondents (69%) plan to celebrate Valentine’s Day with their partner and one in three (33%) will plan to celebrate with their child(ren). The youngest demographic we surveyed (ages 18 to 24) is the most likely of all the age groups to celebrate with friends (30%) and by themselves (27%).
• About two-thirds of those celebrating Valentine’s Day will spend $100 or less.
• The effect of the pandemic is clear. This year’s survey saw a decline in “experiences” as desired Valentine’s Day activities and gifts, and a shift toward physical gifts. Most (62%) say they are planning for a night in, and nearly half (48%) plan on exchanging gifts.
• This year, Americans want food gifts for Valentine’s Day. Last year’s top gift choice was experiences.
• Roughly half of shoppers will look to spend at either Amazon (52%) or Walmart (53%).

Valentine’s Day spending 2021

Most of those celebrating this year (97%) say they’ll spend at least some money on Valentine’s Day gifts or activities. But that doesn’t mean everyone is spending big — 37% say they will spend $50 or less, and 28% say they’ll spend between $51 and $100. That leaves one-third of U.S. adults spending above $100 this year.

How much Americans will spend for Valentine’s Day 2021 largely depends on their relationship status. Just as we found in last year’s survey, the biggest spenders are those who are engaged; they’re the most likely to spend more than $100 on Valentine’s Day gifts and activities. Being married lowers the likelihood of big spending somewhat — but married couples are still more likely to spend more than $100 than those who are single, in a relationship or casually dating:

• 45% of engaged respondents will spend more than $100.
• 35% of married respondents will spend more than $100.
• 30% of in-a-relationship respondents will spend more than $100.
• 30% of single respondents will spend more than $100.
• 26% of casually dating respondents will spend more than $100.

Men are also bigger Valentine’s Day spenders, compared to women.

• 39% of men plan to spend more than $100.
• 25% of women plan to spend more than $100.

Men are also less likely than women to spend under $50: While 48% of women plan to keep their Valentine’s Day spending at $50 or less, just 26% of men plan to do so.

Age also has an impact on spending — the oldest and the youngest age groups are the most frugal, when it comes to Valentine’s Day.

Here are the percentages of those who plan to spend under $50 this year:

• 41% of 18-to-24-year-olds.
• 28% of 25-to-34-year-olds.
• 29% of 35-to-44-year-olds.
• 36% of 45-to-55-year-olds.
• 41% of 55-to-64-year-olds.
• 54% of those 65+.

Valentine’s Day plans and gifting trends

Last year, Valentine’s Day hit just before the pandemic caused widespread changes in the U.S. — and the pandemic’s effects are being felt when it comes to Valentine’s Day plans this year.

Which of the following would best describe your Valentine’s Day plans? (Respondents were allowed to choose more than one option)

• Night in – 62%.
• Exchanging gifts – 48%.
• Going out/experience – 30%. Compare that to last year, when going out/an experience was the top plan for survey respondents — and exchanging gifts was the least-popular option.

Speaking of gifts, experiences (last year’s most desired gift) take a back seat to food and other physical gifts this year:

This year, 29% of Americans say they want chocolate, candy or other food treats this year, while 15% wish to receive experiential gifts. Compare that to 2020, when experiences dwarfed the popularity of other gifts.

Looking for gift ideas? Check out the best options under $50 at Amazon, as well as this year’s best Valentine’s Day sales.

For years prior to the pandemic, experiential gifts (such as movie tickets, plane tickets, spa gift cards and art classes) had been trending upwards, and physical gifts were deemed passe.

However, it seems that, with the pandemic making going out or planning ahead difficult, experiential gifts are less desirable than physical gifts (or consumable gifts, such as food).

Some things never change, though. Of those making Valentine’s Day-related purchases this year, the majority will be spending money on their partners (same as last year):

Will you celebrate or make a purchase for Valentine’s Day (gift, meal, activity) this year? (Respondents were allowed to choose more than one option)

• Yes, with/for my partner – 69%.
• Yes, with/for my children – 33%.
• Yes, with/for friends – 18%.
• Yes, with/for my pets – 15%.
• Yes with/for myself – 15%.

Celebrating with one’s partner was the top choice across all age groups. However, the youngest contingent (18-to-24-year-olds) is more likely than any other age group to celebrate with friends (30%) and by themselves (27%).

Top retailers for Valentine’s Day shopping

Amazon and Walmart are, by far, the top retailers when it comes to Americans’ Valentine’s Day shopping plans. Target is a distant third:

Age affects retailer preferences somewhat. Amazon is more popular among younger shoppers — 60% of 18-to-24-year-olds and 64% of 25-to-34-year-olds chose it as their top retailer for Valentine’s Day. It’s a tie between Amazon and Walmart in the 35-to-44-year-old contingent. From age 44 up, Walmart is the clear winner.

Virtual Valentine’s Day plans

The pandemic has moved many celebrations (from birthdays, to baby showers, to weddings) online over the past year. However, relatively few (just 16%) have virtual Valentine’s Day dates planned.

Given that most plan to celebrate with their partners, these results are not surprising — the need to connect with those outside one’s bubble likely isn’t very pressing, when it comes to Valentine’s Day.

Valentine’s Day treat trends

Food is the most desired Valentine’s Day gift this year (29% said chocolate, candy or other food treats are what they’d most like to receive). However, you still need to select the treat that your sweetheart likes best. We asked respondents to pick their favorite V-Day treats and found that chocolate is probably the way to go this year: 44% respondents chose chocolate and 23% chose chocolate-covered strawberries. These were also the top choices last year.

Thinking of popping the question this Valentine’s Day? Go for it!

Getting engaged on Valentine’s Day might seem like a diamond company commercial cliche. However, most Americans either think it’s sweet — or have no opinion on it:

What is your opinion on Valentine’s Day proposals?

• Sweet! – 61%.
• No opinion – 21%.
• Don’t do it – 18%.

Survey methodology

We conducted an online, mobile-enabled, U.S. Census-balanced* survey between Jan. 21 and Jan. 25 via Alchemer against the following demographics:

• Age.
• Gender.
• Race/ethnicity.
• Region.

Our insights come from 1,080 U.S. adults who plan to celebrate Valentine’s Day 2021.

*U.S. Census-balanced sample sent to the survey with a natural fallout on completes.