Spending on Valentine’s Day is expected to top $27.5 billion this year, an all-time record. That amounts to nearly $190 per person. But the way those dollars are spent may be changing, and Gen Z’s preferences could be leading the way.
As in recent years, the most popular gift is candy, followed by flowers and cards. The largest percentage of consumers purchase gifts for significant others, though other family members, friends, coworkers, and even pets are common recipients as well. Consumers continue to stretch the definition of the holiday to celebrate different types of relationships in their lives.
This year, Gen Z is predicted to spend a few dollars more than Millennials on average for Valentine’s gifts. Though Gen Z may have fewer resources at their disposal than other generations, they are more willing than ever to spend on gift-giving, and in particular on activities with a focus on connection. Young people may feel pressure to purchase shareable experiences, especially when these may increase their social capital through posts on social media. “An evening out” is now the fourth most popular gift for the holiday, maybe partly because it’s so easy to share online.
How will you celebrate?
Activities:
- Ask students: Do you celebrate Valentine’s Day? To whom do you give gifts? Have you ever gifted an experience?
- Have students look up a couple of gift guides for Valentine’s Day. NYT has a few here: https://www.nytimes.com/wirecutter/gifts/valentines-day/. Which gifts are most appealing to you to give or receive? How many of the gifts are experiential?
- Ask students to form small groups and create a social media promotion for an experience you could purchase for someone on Valentine’s Day.
Sources: Nalepinski, Kate and Dobkin, Rachel, (06 Feb 2025) Gen Z Is Giving More Expensive Valentine’s Day Gifts Than Millennials, Newsweek. (28 Jan 2025) NRF Survey: Valentine’s Day Spending Reaches Record $27.5 Billion, National Retail Federation.
