Survey: Higher costs to keep Valentine's Day spending strong
Spending on Valentine’s Day is expected to remain high this year, but a significant portion of consumers say they have reduced or stopped buying holiday gifts, including for Valentine's Day.
Nearly one-in-four (23%) consumers say that they have curbed gift purchases in the past 12 months to save money, according to a new survey from e-commerce marketing company Omnisend. Despite this many shoppers report spending more online overall — driven largely by inflation (39%) and higher shipping and delivery fees (23%).
Almost half of consumers surveyed are spending more online per month than a year ago, with 17% spending $100–$199 more per month, 16% spending $50 to $99 more per month and 6% spending $500 or more per month.
When asked why their online spending increased, 39% said their online spending increased due to inflation, while 24% said they believe tariffs and trade policies have contributed to higher prices. A similar number (23%) pointed to shipping or delivery fees, while 12% said they are purchasing higher-quality products, and thus spending more.
“Consumers are still spending online, but higher delivery fees and everyday inflation are forcing trade-offs,” said Marty Bauer, e-commerce expert at Omnisend. “Brands that win Valentine’s Day in 2026 will be the ones that make gifting feel easy: clear shipping cutoffs, bundles under $50 and personalized reminders timed to delivery windows.”
[READ MORE: Survey: Holiday spending debt reached $1,223 on average]
A recent estimate from the National Retail Federation and Prosper Insights & Analytics found that consumer spending on Valentine’s Day is expected to reach a record $29.1 billion. This would be an increase from the previous record of $27.5 billion set in 2025.
Omnisend noted that retailers can capture Valentine’s Day demand by leaning into bundles under $50, guaranteed delivery messaging, and early reminders through email and SMS that help shoppers avoid rush shipping fees. Brands can also highlight free shipping thresholds and promote “ready-to-gift” products that reduce decision fatigue.
“As shoppers become more selective, brands that offer convenience, value and personalization will be best positioned to capture demand,” added Bauer.
Omnisend surveyed 1,000 U.S. consumers aged 18 and older in January 2026 via an online survey. Results were weighted to be nationally representative by age and gender.
