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Nearly half of Americans are doing Valentine\u2019s Day on a budget this year,\u00a0according to new research<\/a>.<\/p>\n A survey of 2,000 respondents evenly split by generation looked at the game plan for shopping ahead of Feb. 14 this year.<\/p>\n While three-quarters of those surveyed usually look for Valentine\u2019s Day deals anyway, 48% said the current economic climate will incentivize them to use loyalty programs, rewards or discounts more than previously.<\/p>\n But a good present doesn\u2019t need to break the bank: 87% believe that an inexpensive Valentine\u2019s Day gift can be just as meaningful as an expensive one.<\/p>\n Practical gifts are in, too. While 30% say that romantic gifts feel most thoughtful, more than twice that percentage said that practical gifts feel just as, if not more, thoughtful (69%) \u2014 along with multiple small gestures as opposed to one large gesture (25% vs. 11%).<\/p>\n Looking at what \u2014 and who \u2014 they\u2019ll be spending on, the average person expects to be shopping for two valentines this season, purchasing an average of three gifts.<\/p>\n One in six are even treating themselves to a Valentine\u2019s Day present, with millennials the likeliest to spend on themselves.<\/p>\n However, 39% of those in relationships admit they feel clueless about what to get their partner for Valentine\u2019s Day.<\/p>\n Conducted by Talker Research for\u00a0CVS<\/a>, the survey found that nearly two-thirds of respondents believe that Valentine\u2019s Day isn\u2019t just for people in relationships anymore (63%).<\/p>\n While younger generations agree with this sentiment (68%), Gen X and baby boomers are last to get on board (61%); still, 63% think that Valentine\u2019s Day is just as much of a time to celebrate loved ones with gifts as the winter holidays.<\/p>\n Although the most budget-conscious (60%), Gen Z is also most likely to spread Valentine\u2019s love to friends and family members.<\/p>\n This year, common Valentines include significant others (53%), children (38%) and parents (17%), while others shop for friends of the same (11%) and opposite genders (14%) and siblings (11%).<\/p>\n \u201cPeople aren\u2019t just shopping for one Valentine anymore, which means that having a one-stop destination in their community to help them celebrate without overspending is more important than ever,\u201d said Hannah Roshetko Raser, assistant vice president of Strategy & Loyalty at CVS Health. \u201cWe\u2019re there to make it easy to shop and save on all the Valentine\u2019s Day essentials.\u201d<\/p>\n Above all, a third of those shopping for someone else anticipate their significant other being the hardest to shop for (35%).<\/p>\n The effort is worth it for 67% of those in relationships who said that celebrating Valentine\u2019s Day is important in their relationship.<\/p>\n Young love thrives on these gestures, as more respondents who have been in a relationship for up to two years emphasize Valentine\u2019s Day than those who have been together longer (77% vs. 65%).<\/p>\n Knowing what to get a partner proves to be more of a struggle for newly-in-lovers than those who have been together for at least three years (52% vs. 36%).<\/p>\n If you\u2019re looking for ideas, respondents love getting chocolate and candy (40%), but dinner was a close second at 38%. Flowers (28%), gift cards (25%) and cards (25%) also made the top five.<\/p>\n According to those surveyed, flowers are most meaningful to Gen Z, while it\u2019s between cards and experience gifts for millennials. Dinner means the most to Gen X and baby boomers.<\/p>\n If the age of your relationship tells you anything, flowers, jewelry and practical items are favorites among newer couples, while more seasoned lovers appreciate dinner, cards and experience gifts.<\/p>\n Baby boomers are especially in the spirit of budget-friendly Valentine\u2019s Day presents (91%).<\/p>\n Budgets are tight, so more than a third of respondents in a relationship are keeping their spend on Valentine\u2019s Day presents for their partner in the double digits (35%).<\/p>\n And those who have been in a relationship for a shorter period of time have more to prove, averaging higher Valentine\u2019s Day spends ($209 vs. $192).<\/p>\n \u201cThis survey reinforces that Valentine\u2019s Day isn\u2019t about spending more \u2014 it\u2019s about spending smarter without sacrificing thoughtfulness,\u201d said Raser. \u201cAs shoppers look for ways to stretch their budgets, savings and rewards programs can help them share the love, without spending more to do it.\u201d<\/p>\n Research methodology:<\/strong><\/span><\/p>\n Talker Research surveyed 2,000 Americans evenly split by generation who have access to the internet;<\/strong>\u00a0the survey was commissioned by\u00a0CVS ExtraCare<\/strong>\u00a0and administered and conducted online by Talker Research between\u00a0Jan. 5 and Jan. 9, 2026.<\/strong>\u00a0A link to the questionnaire can be found\u00a0here<\/a>.<\/p>\n To view the complete methodology as part of AAPOR\u2019s Transparency Initiative, please visit the Talker Research\u00a0Process and Methodology page<\/a>.<\/p>\n<\/p><\/div>\nQuantifying the Valentine\u2019s Shopping List<\/b><\/h2>\n
The Learning Curve of Romantic Gifting<\/b><\/h2>\n