Valentine’s Day continues to hold its position as one of the most commercially significant moments on the global floral calendar. Each year, spending reaches new highs, consumer habits evolve, and flowers remain one of the most relied upon ways to express emotion without explanation.
For florists, growers, breeders, and traders, understanding how spending patterns are shifting is no longer optional. It is essential for planning, pricing, production, and positioning. This article looks at the latest Valentine’s Day statistics, spending behavior, and floral-specific insights to help the industry prepare with clarity and confidence.
Valentine’s Day Spending Continues to Break Records
Consumer spending around Valentine’s Day has grown steadily over the past decade, even in periods of economic uncertainty. Total spending in the United States alone now exceeds previous records, with tens of billions of dollars spent on gifts, experiences, and shared moments. In one of the recent surveys, total Valentine's Day spending is expected to hit a record $29.1Bn in 2026, up from $27.5Bn in 2025, and $25.8Bn in 2024 - a clear signal that the holiday remains resilient even as costs shift elsewhere.
The report also states that shoppers are budgeting $199.78 per person on Valentine's Day in 2026, compared with $188.81 in 2025, keeping per-capita spend near historic highs even when consumers become more selective about what they buy. Average spending per person remains strong, with consumers allocating significant budgets toward meaningful purchases rather than novelty items. While inflation has influenced buying decisions, it has not reduced intent to celebrate. Instead, it has refined how people choose to spend, favoring items that feel personal, lasting, or emotionally clear.
For the floral industry, this consistency matters. Flowers remain one of the most trusted purchases when consumers want impact without complexity.
Who Is Celebrating Valentine’s Day Today?
Participation rates have remained relatively stable over recent years, with roughly half of adults choosing to mark the occasion in some form. What has changed is who people are celebrating. Statistics reflect that 55% of consumers plan to celebrate Valentine's Day in 2026 - that's almost more than half, reinforcing that participating remains broad even as the way how people celebrate evolves.
Romantic partners remain central, but spending on friends, family members, and even pets has increased. Pet gifting is also becoming mainstream, with reports suggesting 35% of consumers plan Valentine's gifts for pets, reaching nearly $2.1Bn in expenditure. This broader definition of Valentine’s Day has opened new opportunities for florists and retailers to position flowers beyond romantic messaging alone.
Younger consumers in particular are driving this shift. They are less attached to tradition and more focused on inclusivity, self-gifting, and shared experiences. This has influenced not only who receives flowers, but also how arrangements are styled, priced, and marketed.
Average Valentine’s Day Spending Around the World
While the United States remains the largest single market, Valentine’s Day is firmly global. Spending levels vary by region, but the intent to participate remains consistent across Europe, parts of Asia, Australia, and Latin America.
In many European countries, average spending per person remains high, particularly in urban areas where dining, flowers, and curated gifts are closely linked. In emerging markets, growth is driven by younger populations and expanding middle-class consumers who are increasingly open to gifting flowers as part of modern celebrations. International data points echo this momentum: IFPA notes 61% of UK consumers plan to buy flowers for Valentine's Day, while in Germany, about half plan to purchase flowers - evidence that "flowers + the holiday" remains a dependable pairing across multiple markets.
For growers and breeders, this global demand reinforces the importance of consistent quality, reliable supply, and varieties that travel well and meet diverse market preferences.
What People Are Buying for Valentine’s Day
Gift categories around Valentine’s Day have remained relatively stable, but the balance within them continues to shift.
Flowers consistently rank among the top gifts, alongside confectionery, jewelry, and dining experiences. What has changed is how flowers are chosen. Consumers are more intentional. They care about longevity, presentation, and perceived value rather than sheer size or excess.
Mixed arrangements, refined color palettes, and flowers with strong structure and vase life perform well. Roses still dominate, but there is growing interest in alternative varieties that offer distinction without moving too far from expectation. For florists, this creates space to guide customers rather than fulfill requests.
Floral Purchasing Trends and Industry Insights
Flowers are one of the most emotionally driven purchases associated with Valentine’s Day. A significant share of celebrants includes flowers in their plans, either as a standalone gift or paired with another experience.
Timing remains critical. A large share of buyers still purchase flowers on the day itself, which puts pressure on supply chains and retail operations. However, there is a gradual growth in early ordering, particularly through online platforms.
Price sensitivity exists, but it has not displaced demand. Instead, consumers are willing to adjust stem count, variety, or packaging to stay within budget. This reinforces the importance of offering tiered options without compromising quality. For growers and breeders, consistency in stem strength, uniformity, and post-harvest performance remains the most valuable contribution during this period.
Changing Consumer Behavior Around Valentine’s Day
One of the most notable shifts is the move away from excess toward intention. Many consumers now prefer fewer items with clearer meaning rather than large bundles of unrelated gifts.
Experiences continue to grow in popularity, but flowers often remain part of those experiences. They set the tone, mark the moment, and provide a physical reminder long after the day has passed.
Digital purchasing has also reshaped expectations. Convenience matters, but trust matters more. Consumers want reassurance that what they order will arrive on time and look as expected. This places pressure on both retailers and suppliers to deliver consistency under peak demand.
What This Means for Florists
For florists, Valentine’s Day remains a moment of opportunity, but only when approached with preparation rather than assumption. Reports flag channel behavior: the top shopping destination remains online (38%), followed by department stores (35%), discount stores (30%), and specialty stores (21%) – so florists should plan for both online shopping expectations and the competitive reality of brick and mortar stores.
Clear pricing, well-defined product ranges, and honest communication with customers help manage expectations and reduce last-minute strain. Offering guidance rather than overwhelming choice builds confidence and increases conversion.
Storytelling still matters, but it must be grounded. Customers respond to clarity about origin, quality, and care rather than exaggerated claims. Simplicity, when executed well, performs better than complexity during peak periods.
What This Means for Breeders and Growers
For growers, Valentine’s Day continues to be a benchmark for planning cycles, labor allocation, and logistics. Demand remains predictable, but margin pressure requires efficiency and coordination.
Breeders play a critical role by developing varieties that respond to real market needs. Strong stems, reliable opening, transport resilience, and adaptable color ranges matter more than novelty alone.
As consumer expectations evolve, the industry benefits from collaboration across the chain. When breeders, growers, and florists align, Valentine’s Day becomes less reactive and more strategic.
A Moment That Still Matters
Despite shifting habits and economic pressures, Valentine’s Day has not lost relevance. It has simply become more selective. People still want to mark connection, appreciation, and care. Flowers remain one of the most effective ways to do so.
For the floral industry, the lesson is clear. Understanding spending trends, consumer behavior, and floral preferences is not about chasing numbers. It is about meeting people where they are and offering something that feels considered and honest.
As Valentine’s Day approaches, preparation grounded in insight will always outperform tradition followed without question.
Header image by @portanovaroses.
