Romance may still be in the air, but American wallets are feeling a different kind of pinch this Valentine’s Day. A new survey reveals a significant shift in how couples plan to celebrate the day of love in 2026, with spending projected to drop by a remarkable 44%.
The Shifting Landscape of Love: Less Spend, More Sentiment
According to a recent CouponFollow survey of 1,005 Americans in relationships, the average individual plans to spend just $87 on their partner this Valentine’s Day, a stark decrease from the $155 spent last year. This isn’t a sign that love is fading, however; rather, it indicates a conscious pivot towards more meaningful, less materialistic expressions of affection.
Back to Basics: The Rise of “Old School” Romance
The data suggests that Americans aren’t abandoning romance; they’re simply embracing a more traditional, heartfelt approach. When asked about their ideal Valentine’s Day gift:
- 61% expressed a preference for a romantic dinner.
- 57% desired an experience, such as a trip or a concert.
- A significant portion — 51% of women and 39% of men — yearned for the personal touch of a handwritten card or letter.
This trend highlights a growing desire for connection and shared moments over extravagant purchases, suggesting that thoughtful gestures are reclaiming their place at the heart of Valentine’s celebrations.
The Inflationary Shadow: A Key Driver of Change
The primary catalyst behind this dramatic shift in spending habits appears to be the persistent rise in inflation. Since early 2020, cumulative inflation has surged by approximately 26%, as reported by the Bureau of Labor Statistics. This economic pressure is compelling consumers to be more discerning with their discretionary spending, even when it comes to celebrating special occasions.
As prices for everyday goods and services continue to climb, individuals are naturally becoming more selective about where their money goes. This means that while the desire to express love remains strong, the method of expression is evolving to align with current economic realities, favoring experiences and sentimental value over sheer monetary outlay.
A More Meaningful Valentine’s Day?
While the reduction in spending might seem counterintuitive for a holiday often associated with commercialism, it could signal a more profound and authentic approach to celebrating love. In an era of economic uncertainty, Americans are proving that heartfelt gestures, shared experiences, and personal touches can speak volumes, perhaps even more so than expensive gifts. This Valentine’s Day, it seems, less truly is more.
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