Faculty, students discuss motivations behind increased Valentine’s Day spending

This year, Valentine’s Day was all about pink hearts, red roses and a record $29.1 billion in spending, according to the National Retail Federation (NRF). The holiday often comes at a cost to couples, but studies show that spending per person is only increasing. The NRF found that spending per person is expected to increase by about 6% from 2025 to 2026. Some question whether such a large outlay is necessary for a holiday centered on love.

“I think Valentine’s Day is a time to celebrate love, whether it’s for someone else or something in your life,” said Asher Moss, a second-year student at Weinberg.

Moss and his girlfriend started dating on Valentine’s Day in 2025 and plan to celebrate together again this year. They explained that the decision was made independent of outside pressure and instead focused on expressing love in their own ways.

“I, as an individual, like to do good deeds, and I’ve found someone who likes to do them with me,” said Maas.

That’s according to Assistant Professor Doreen Schaefer-Sibba. Her research focuses on the wealth management of elite families and how family relationships influence decisions like investments or inheritance. She teaches an economic sociology class and comments on the topic from that perspective.

“Sociologists suggest that people use these kinds of economic transactions as part of their relationships and create meaning through them,” Schaefer-Sibba said. “That doesn’t mean that companies aren’t selling things on Valentine’s Day just to increase their sales.”

While Valentine’s Day expectations may drive spending, that spending can still be based on genuine intentions to celebrate love. Companies’ capitalist motives can also be romantic and meaningful.

“I question the strict division between economic and personal or relationship things,” Schaefer-Sibba said.

Notably, spending on Valentine’s Day is significantly lower than the average winter holiday spending, which was about $890.45 per person in 2025. That spending is spread across the different gift recipients, and is calculated by including all holidays between November 1 and December 31, according to the NRF.

However, that trend has been changing in recent years. McCormick first-year student Priya Gowda said she has seen a shift in the focus of Valentine’s Day among the people around her.

“I think there’s really a growing trend for Galentine’s Day, and showing appreciation for the people around you and giving them gifts, not just for your romantic partner,” Gowda said.

Both Goda and Maas said that experiences matter more than just gifts, but the Valentine’s Day experience can sometimes be hectic and stressful. Choosing the right gift, a lack of available reservations, and the pressure to show off or post about your relationship can make the holiday a burden for anyone. Additionally, the prices of products and services around Valentine’s Day can increase in response to increased demand.

Valentine’s Day is one of the second busiest days of the year, according to the National Restaurant Association. The World Economic Forum found that the price of red roses increases by 30–50% due to the “Valentine’s Day effect.”

For some, the pressure and expense of Valentine’s Day make it more difficult to celebrate. On the contrary, it can also be another great expression of love.

“Whether deciding to pay more or less for an item, even the same item, is a kind of signal that the buyer is sending or the recipient is receiving,” Schaefer-Sibba said.

In addition to showing their hard work and energy in the relationship, some people also see Valentine’s Day celebrations as a way to share their excitement and love with everyone.

“Going to a restaurant on Valentine’s Day, knowing that other couples are there celebrating their love and relationships, is very appealing to me,” said Moss.