Americans are expected to spend a record amount on Valentine’s Day this year despite a years-long decrease in the percentage of people celebrating the holiday, according to the annual survey by the National Retail Federation and Prosper Insights & Analytics.“The vast majority of Valentine’s Day dollars are still spent on significant others, but there’s a big increase this year in consumers spreading the love to children, parents, friends and coworkers,” according to NRF President and CEO Matthew Shay . 

Percent Participating vs. Average Spending Per Perticipant

“Those who are participating
are spending more than ever (probably as a)
result of the strong economy.”

NRF President and CEO Matthew Shay

Types of gifts to be given this year (2019)

$3.9 billion | Jewelry
$3.5 billion | A special evening out on the town
$2.1 billion | Clothing
$1.9 billion | Flowers
$1.8 billion | Candy
$1.3 billion | Gift cards
$933 million|Greeting cards


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