More than a third of consumers plan to shop online for gifts leading up to Valentine’s Day, the top destination, according to new data from the National Retail Federation and Prosper Insights & Analytics.
The survey asked 8,020 adult consumers in the first week of January about their Valentine’s Day shopping plans, the authors said. They found that consumers plan to spend an average of $188.81 on the holiday. That’s up slightly from $185.81 in 2024, the NRF noted.
Online consumer spending leading up to Valentine’s Day
Based on that average, the NRF projects consumers to spend a record $27.5 billion on gifts and outings celebrating Valentine’s Day 2025.
That would be an increase from $25.8 billion in 2024 and the previous record of $27.4 billion in 2020.
As was the case last year, consumers’ top shopping destination leading up to Valentine’s Day 2025 is online, with 38% citing it. After that were department stores (34%), discount stores (29%) and florists and specialty stores (18%).
NRF survey data shows that the most popular Valentine’s Day gift categories in 2025 are:
- Candy (56%)
- Flowers (40%)
- Greeting cards (40%)
- An evening out (35%)
- Jewelry (22%)
Across those categories, the NRF said, U.S. consumers plan to spend a combined:
- $6.5 billion on jewelry
- $5.4 billion on an evening out
- $2.9 billion on flowers
- $2.5 billion on candy
- $1.4 billion on greeting cards
Nearly a third (32%) of consumers also intend to spend on gifts for friends leading up to Valentine’s Day. That would be an increase from 28% in 2024. It’s also the highest that response had been selected in the survey’s history, NRF said. 19% plan to do the same for coworkers, up from 16% in 2024 and would also be a record.
“Consumers plan to celebrate Valentine’s Day through a variety of ways to show appreciation and love for the many different people around them,” said Phil Rist, Prosper Insights & Analytics executive vice president of strategy, in a statement. “Purchasing gifts for those outside of significant others or family members continues to rise in popularity and reflects consumers’ growing interest in celebrating all the meaningful relationships in their lives.”
How online retailers can capitalize on last-minute Valentine’s Day gifts
Somia Farid Silber, CEO at Edible Brands (formerly Edible Arrangements), shared with Digital Commerce 360 the impact that gifting has had on ecommerce. More specifically, she shared findings from a report that included the differences in in-person versus online spending by age group.
Among other insights, Edible found that its Gen Z customers were more likely than their Millennial and Gen X counterparts to want to shop in physical stores, Digital Commerce 360 previously reported. The retailer also found that Gen Z shoppers were less loyal to specific brands, making them more likely to keep looking for the best deal possible before making a purchase.
“Gen X stands out as one of the most online-driven generations, with over 90% of orders placed online,” Silber said at the time. “This group balances quality with practicality, opting for affordable yet meaningful gifts that allow them to give thoughtfully without overspending.”
And the convenience of online purchasing plays in, too, as same-day deliveries become more common. Silber said Edible can reach 70% of U.S. households within an hour through the combination of its physical-store footprint, delivery fleet and platforms such as DoorDash and Uber Eats.
Same-day deliveries help online retailers capitalize on last-minute Valentine’s Day gifts.
“Speedy delivery relieves consumer stress,” she said.
And in 2025, Edible plans to open more stores and revamp its loyalty program, she said.
Edible Brands ranks No. 181 in the Top 1000 Database, Digital Commerce 360’s ranking of the largest North American online retailers. There, Digital Commerce 360 categorizes Edible Brands as a Flowers & Gifts retailer.
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