Americans are going old school for Valentine’s Day this year: 61% say a romantic dinner is their ideal gift.
That’s according to a recent CouponFollow survey of 1,005 Americans in relationships. Another 57% say their ideal gift is an experience like a trip or a concert, and 46% say they’d like a handwritten card or letter.
Whatever direction they end up going in, couples have set a very specific Valentine’s Day budget: On average, Americans plan to spend $87 on their partner.
To some, that might seem like a lot, says Douglas Boneparth, president of wealth management firm Bone Fide Wealth. To others, that might seem like very little. Ultimately, spending is relative to household income and how much people can spare, he says.
Either way, the figure is a drop from what people planned to spend on each other in 2025, according to CouponFollow. Last year, they budgeted $155 for gifts altogether.
“There has been a significant change in how Americans are approaching this holiday,” says Clay Cary, senior trends analyst at CouponFollow. “They are not pulling away from Valentine’s Day, but they are being more selective on how much they are willing to, or can, spend on this holiday.”
Clay cites inflation as one reason spending might be lower this year. Since early 2020, cumulative CPI inflation, which measures an array of goods and services including food and gas, has risen roughly 26%, according to the Bureau of Labor Statistics.
One in five Americans in relationships is planning to sit out Valentine’s Day altogether, according to CouponFollow.
If you’re trying to figure out the best gift for a partner this holiday, Boneparth recommends tackling some financial questions both with and without them first. Ask yourself: What matters to you about money? What beliefs do you have about it?
These questions enable you to map out priorities, expectations and a value system around spending, together and apart.
“I think by answering those questions about yourself and each other, you probably come to a much more meaningful Valentine’s Day,” says Boneparth.
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