
The “Valentine’s Day Resilience” Consumer Discretionary Spending Hits New Peaks
Despite the lingering shadow of “sticky” inflation and high interest rates, American consumers have proven that their hearts—and their wallets—remain open. Data released today, February 14, 2026, by the National Retail Federation (NRF) and Prosper Insights & Analytics, reveals that Valentine’s Day spending has reached a staggering $29.1 billion. This figure represents a new all-time high, comfortably surpassing the previous record of $27.5 billion set in 2025. The 5.8% year-over-year increase signals a remarkable resilience in the consumer discretionary sector. Even as the cost of living remains a primary concern for many households, the desire to celebrate personal connections appears to be outweighing economic caution. Breaking Down the $29 Billion “Love Economy” This year’s record-breaking total is driven by an increase in both the number of people celebrating and the amount they are willing to spend. According to the NRF’s annual survey, 55% of U.S. households planned to celebrate the holiday, with the average shopper budgeting a record $199.78 on gifts and experiences—up from $188.81 last year. While romantic partners still command the largest share of the budget—accounting for roughly $14.5 billion of the total—the modern Valentine’s Day has evolved into a much more inclusive event. Consumers are increasingly spending














































