There’s still time, guys—time to buy a
gift for your spouse or to send some emails if you’re in the retail business. There’s also time for you to buy a gift for yourself, which many people are doing, according
to a new study from RetailMeNot.
At the moment, spending is down from last year’s levels—84% of the 1,000 people surveyed are celebrating the holiday, down
from 87% last year. The average person is spending $105, a 36% decline from 2025.
For whom are they buying? The numbers are:
- Romantic
partner—64%
- Children or grandchildren—39%
- Themselves—33%
Each one of these groups is a
valuable segment. If you know the recipient from past interactions, it would be easy to tailor offers for people bestowing gifts on themselves, or for parents or
grandparents.
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Chocolate and candies are the most popular gifts (chosen by 59%), restaurants and bar visits (36%), gift cards (33%), clothing and accessories (31%) and
experiences and activities.
“Valentine’s Day spending is down, but the holiday isn’t going away -- it’s evolving,” says Stephanie Carls,
retail insights experts at RetailMeNot. "Shoppers are spreading smaller budgets across partners, friends, family, and even themselves, turning Valentine’s Day into a celebration of appreciation
for everyone in their lives and being more intentional about how and where they spend.”
Carls adds, “We’ve noticed a growing retail trend of seasonal sales
starting earlier and earlier. Valentine’s Day merchandise hit stores before Christmas this year. Shopping early gives you first pick of gifts, early access to promotions, and helps you lock in
deals, avoid last-minute shipping fees, and stretch your budget across multiple recipients.”
Whatever your plans, you’ve got 16 days.