Americans are going old school for Valentine’s Day this year: 61% say a romantic dinner is their ideal gift.
That’s according to a recent CouponFollow survey of 1,005 Americans in relationships. Another 57% say their ideal gift is an experience like a trip or a concert, and 46% say they would like a handwritten card or letter.
Whichever direction they go, couples have set a very specific budget for Valentine’s Day: On average, Americans plan to spend $87 on their partner.
To some, that might seem like a lot, says Douglas Boneparth, president of wealth management firm Bone Fide Wealth. For others, that might not seem like much. Ultimately, spending is relative to household income and the amount people can save, he says.
Either way, the figure is a drop from what people planned to spend on each other in 2025, according to CouponFollow. Last year, they budgeted $155 for gifts in total.
“There has been a significant shift in the way Americans approach this holiday,” says Clay Cary, senior trends analyst at CouponFollow. “They’re not shying away from Valentine’s Day, but they are being more selective about how much they are willing or able to spend on this holiday.”
Clay cites inflation as one reason spending could be lower this year. Since the beginning of 2020, cumulative CPI inflation, which measures a variety of goods and services, including food and gas, has increased about 26%, according to the Bureau of Labor Statistics.
One in five Americans in a relationship plan to skip Valentine’s Day, according to CouponFollow.
If you’re trying to find the best gift for your partner this holiday season, Boneparth recommends first addressing some financial issues with and without them. Ask yourself: What matters to you about money? What beliefs do you have about it?
These questions allow you to map out priorities, expectations, and a value system around spending, together and separately.
“I think by answering those questions about yourself and about others, you’ll probably end up with a much more meaningful Valentine’s Day,” Boneparth says.
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