Valentine’s Day 2026 is shaping up to be a study in contrast. While a segment of Americans plans to spend more on gifts and experiences, a growing share is tightening budgets — with more than one-third capping spending at $50 or less.
According to a new survey conducted by Trustpilot in partnership with Qualtrics, 37% of consumers intend to limit their Valentine’s Day budgets to $50 or below, up sharply from 27% in 2025. At the same time, 10% of Americans say they are increasing their holiday budgets this year, and the number planning to spend between $250 and $500 has risen 4% year over year.
The data highlights a widening divergence in consumer spending behavior — a pattern retailers are seeing across multiple seasonal events.
Inflation Still Shapes Holiday Spending Decisions
For those pulling back, the reasons are clear:
•30% cite inflation
•23% point to rising costs of household essentials such as groceries and gas
•12% express concerns about the broader economy
In short, discretionary spending remains under pressure, even if consumer sentiment is not universally negative.
This cautious behavior reflects broader economic signals entering 2026. While wages have stabilized in many sectors, everyday expenses continue to compete with nonessential purchases. Seasonal retail moments like Valentine’s Day increasingly serve as barometers of consumer confidence.
Romance Remains — But With Budget Awareness
Despite financial caution, nearly three-quarters (72%) of respondents say they will spend Valentine’s Day with a partner. Among singles, 21% plan to celebrate themselves or with friends — reinforcing the growing “self-gifting” and friendship-celebration trend seen in recent years.
Notably, 31% of Americans say they would prefer their partner save money rather than spend it on a gift. That sentiment underscores a shift from transactional gifting toward shared experiences or symbolic gestures.
For retailers, this suggests that messaging around value, authenticity and thoughtfulness may resonate more strongly than traditional luxury appeals.
AI Emerges as a Gift-Planning Tool
One of the more intriguing findings involves technology adoption.
Forty-three percent of men report using an AI agent to plan gifts, compared to 32% of women. Among those open to using AI tools, 56% are male and 40% are between ages 25 and 34.
Price remains the top priority for AI-assisted shoppers, with 38% identifying it as the most important factor.
This trend signals a broader transformation in retail discovery. AI-powered recommendations are increasingly influencing how consumers navigate product selection, particularly when balancing cost considerations with personalization.
For brands, this raises an important implication: product data, pricing transparency and authentic customer reviews will shape how AI tools surface recommendations.
Traditional Gifting Categories See Shifts
The survey also found a sharp decline in demand for flowers. Only 4% of Americans say they want a bouquet this year, down from 8% in 2025 — a 50% year-over-year decrease.
While flowers have long been synonymous with Valentine’s Day, shifting preferences may reflect:
•Budget prioritization
•Experience-focused gifting
•Alternative gift categories gaining traction
Retailers in traditional seasonal segments may need to adjust inventory and marketing strategies accordingly.
What This Means for Retailers
Taylor Cunningham, Trustpilot’s VP of U.S. marketing, noted that consumer behavior is increasingly selective. Shoppers are not blindly following brand messaging but instead relying on trust, reviews and past experiences to guide discretionary spending.
This dynamic points to three strategic considerations for retailers:
1. Value Messaging Matters More Than Ever
Clear pricing, bundled offers and flexible options could convert cautious shoppers.
2. Trust Is a Competitive Advantage
Authentic reviews and reputation signals influence purchase decisions, particularly when budgets are constrained.
3. AI Optimization Is Becoming Essential
As consumers rely on AI agents for discovery, brands must ensure their digital footprints are structured, searchable and transparent.
A Divided Consumer Landscape in 2026
The Valentine’s Day data mirrors broader retail trends entering 2026: polarization.
Some consumers are willing to spend $250 or more for meaningful experiences. Others are pulling back sharply. Middle-tier spending appears more fragile.
For retailers, success may depend on serving both ends of the spectrum — offering premium experiences while maintaining accessible entry points.
Valentine’s Day has always been emotional. In 2026, it’s also economic.
Source: Based on reporting from chainstoreage