39% of Americans Say Inflation Is Changing Their Valentine’s Day Plans

WASHINGTON - With Valentine’s Day approaching, a new survey by WalletHub reveals that inflation is impacting how Americans plan to celebrate the holiday.

According to the 2025 Valentine’s Day Spending Survey, 39% of respondents said inflation is influencing their Valentine’s Day plans, leading many to seek more budget-friendly ways to celebrate.

San Francisco was ranked the best city for Valentine’s Day in 2025, thanks to its abundance of highly rated gift shops, florists, and affordable dining options. The rankings, compiled by WalletHub, evaluated 100 of the largest U.S. cities based on 25 key metrics, including the availability of romantic attractions and cost-effectiveness.

The only Texas city to make the list was Austin, which came in at number 12 on the list. 

Experts suggest that couples looking to save money can opt for alternatives such as home-cooked meals, DIY gifts, and local getaways instead of expensive dining and travel. Dr. Yuliya Strizhakova, an associate professor at Rutgers University, advises focusing on personalized, meaningful gestures rather than high-cost gifts. Similarly, Dr. Andrew Burnstine of Lynn University recommends waiting until after Valentine’s Day to purchase chocolates at discounted prices.

With Valentine’s Day falling on a Friday this year, experts predict that celebrations will extend into the weekend, boosting spending in the hospitality industry. Restaurants and hotels are expected to see a 20% increase in revenue, while travel bookings for romantic destinations could rise by 15%.

The survey also found that men spend nearly twice as much as women on Valentine’s Day, a trend attributed to traditional gender roles and marketing strategies encouraging men to purchase high-value items such as jewelry and fine dining experiences.

Despite economic concerns, total Valentine’s Day spending in 2025 is projected to reach $27.5 billion, with $11.9 billion allocated to jewelry and special outings. While inflation may be a factor, the data suggests that many Americans are still willing to invest in celebrating love—just with a more budget-conscious approach.

You can find the study by clicking here.