Rather than spending on chocolates, flowers, and gifts, couples would rather save towards their short- and long-term goals this Valentine’s Day weekend.
Trustpilot, the global independent review platform, released its “Valentine’s Day Spending Trends” survey this week, finding that while 73% of Americans still plan to celebrate, many are more mindful with their spending this year: 77% said they’d rather put their money toward a major financial goal like a down payment on a home than spend it on Valentine’s Day gifts, and 25% are prioritizing their savings.
Only 28% plan to celebrate cupid’s holiday by exchanging gifts like cards, jewelry, flowers, or chocolate.
Rather, most are choosing to lay low with Valentine’s Day celebrations this weekend, as 35% worry about affordability issues, 11% indicate high inflation, and 9% note concerns about the future state of the economy.
“Most people still want to celebrate Valentine’s Day, but they’re thinking twice before splurging,” said Dana Bodine, U.S. vice president of Marketing at Trustpilot.”Financial concerns are top of mind, but traditions persist, so that means we’re seeing adjustments to how people celebrate. Hard-earned money needs to go further — meaning consumers need to stretch their dollars with sure bets. We’ll see more of them turning to online reviews and testimonials to ensure they’re getting the best experience. Whether it’s for a Valentine date night or longer-term purchases, people want to know they’re making the right choice.”
Consumer sentiments are aligned with their spending plans, Trustpilot reports. Forty percent of respondents plan to spend under $50 on their Valentine’s Day gift, while 27% want to spend between $50 to $100, and 19% between $100 to $150. Over half (52%) expect their partner to spend less than $50 on Valentine’s Day.
When asked about their ideal gift from a partner, 30% of respondents said they would rather be gifted nothing and have their partner save money instead.
On the other hand, only 20% of respondents said they plan to spend more this year, Trustpilot reported.
The study comes as consumers are expected to spend a record $14.6 billion on their significant others this Valentine’s Day, according to the National Retail Federation.
In collaboration with the market research company Qualtrics, Trustpilot surveyed 1,115 people aged 18 to 75 from January 28-29, 2025.
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Amanda Umpierrez is the Managing Editor of 401(k) Specialist magazine. She is a financial services reporter with over six years of experience and a passion for telling stories and reporting news. Amanda received her degree in journalism and government and politics at St. John’s University. She is originally from Queens, New York, but now resides in Denver, Colorado with her partner. In her free time, Amanda enjoys running, cooking, and watching the latest drama show.
