Top Valentine’s Statistics & Facts For Marketers [2025]

Are you ready to make this Valentine’s Day your most successful sales holiday yet? As one of the most important holidays of the year, learning more about consumer spending habits will help you craft more targeted email campaigns, ads, and material for them to boost your conversions.

Check out some of the essential Valentine’s Day statistics beforehand to ensure you are on the right track.

Top Valentine’s Day Facts

Here are some V-Day highlights based on a recent survey by WalletHub:

• 24% of Americans didn’t expect to receive a gift this Valentine’s Day.
• Men were expected to spend twice as much on Valentine’s Day compared to women.
• Online dating activity increases between February 1 to February 14.
• 9 million wedding proposals were made on Valentine’s Day.

The last two highlights show the impact of Valentine’s Day on people’s behavior. That’s why adding this celebration to your marketing calendar is more than relevant.

Valentine’s Email Marketing Statistics

Email marketing is one of the most effective ways to boost your Valentine’s Day sales as the day of love approaches, showing your shoppers exactly what they need to make their sweethearts and family members happy.

Now let’s see some important V-Day data:

Email Campaigns Sent By Product Category

Below, you can see the average number of Valentine’s Day email campaigns sent between January 15 and February 14:

• Flowers: 38.3
• Mass merchants: 21
• Chocolate: 21.3
• Jewelry: 7.4

As you can see, flower businesses were the ones that sent the highest number of email marketing campaigns to promote one of the most popular Valentine’s Day gifts.

Email Campaign Open Rate By Category

• Flowers: 17.2%
• Mass merchants: 15.2%
• Chocolate: 11%
• Jewelry: 9%

Again, the flower category had the highest open rate, showing that Valentine’s Day email marketing campaigns featuring popular products perform well.

Email Subject Line Performance (Open Rate)

Your Valentine’s Day email subject lines are the most important factor influencing whether an email campaign receives high or low open rates.

Below, you can find some of the most-opened Valentine’s Day emails from different retailers, including Amazon, Pandora, and Godiva.

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Creating successful subject lines isn’t always a piece of cake. You can utilize a free subject line tester like Refine to drive higher open rates and ultimately conversions. Or you can use a tool like Moosend with AI-powered capabilities to craft converting subject lines.

Start for free

Valentine’s Day Spending Statistics

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Valentine’s Day spending has increased for US consumers, with a peak in 2020 reaching $27.4B. The drop in 2021 seems to have been influenced by the COVID-19 pandemic that halted Valentine’s Day plans, such as restaurant dates, and gradually started to increase over the next few years.

Now let’s see some more spending stats:

• The most popular gift choice is candy at 57%, followed by greeting cards at 40% and flowers at 39%. – National Retail Federation (NRF)
• Jewelry is an equally popular option in America, with shoppers spending on average $45 per person in 2022. – Statista
• Most Americans plan to spend the same amount of money as previous years, with 16% planning to spend less. – YouGov
• For millennials (23-29), the average spending on a significant other is $266. – Bankrate
• Older millennials seem to spend less than younger individuals, with an average of $109. – Bankrate

Valentine’s Day Demographics

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Demographics play an important role in spending. So let’s check out some stats to understand how consumers spend their money on Valentine’s Day.

• 67.68% of men said they would purchase Valentine’s gifts for their loved ones. – Finder
• 86% of millennials between the ages of 23-29 are the generation that will spend more on gifts. – Bankrate
• Men are more likely to spend more on gifts, with an average spending of $339. – Bankrate
• Women, on the other hand, have an estimated spending of $64. – Bankrate
• Younger millennials have the highest spending patterns, planning to spend $266 for Valentine’s Day. – Bankrate

Valentine’s Day Gift Shopping Statistics

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Holiday sales have undoubtedly been influenced by certain events (COVID-19) or other economic factors. Let’s see how the appearance of these parameters has changed the way consumers shop.

• E-commerce was the most popular Valentine’s Day option chosen by 41% of shoppers. – NRF
• More specifically, 36.55% of shoppers chose Amazon for their V-day gifts. – Finder
• 36.37% stated that they’ll choose brick-and-mortar stores. – Finder
• Men are more likely to buy gifts from Amazon (38.45%) and brick-and-mortar stores (39.14%). – Finder
• Women seem to prefer DIY gifts compared to men. – Finder
• 16.48% of shoppers made their Valentine’s gift themselves (DIY). – Finder
• Department stores were visited by 32% of consumers, discount stores by 28%, local businesses by 18%, and florists by 17%. – NRF

Most Popular Valentine’s Day Gifts

Based on data from Statista, below you can find the products that consumers love to buy on Valentine’s Day, with candy being the most famous option and a pet the least popular one.

Here are the most popular options:

• 44% of shoppers say they will purchase candy/sweets (with a box of chocolates being a must).
• 33% choose greeting cards, 32% flowers, and 29% a romantic dinner.
• 14% and 13% select wine and gift cards are also great choices for shoppers.

And here are the least popular ones:

• 8% buy clothing items and perfumes/cologne.
• 7% go for lingerie or pajamas.
• 5% choose a romantic holiday, and 4% choose cosmetics/beauty products.
• Only 1% go for a pet.

Of course, every year, some can’t make up their mind (11%).

You can use the above statistics to power up your V-day marketing and give your indecisive shoppers amazing ideas and products. With a personalized promotional email, you can help them during a busy day and boost your sales.

If you want to get started, you can hop into Moosend’s email builder and customize one of the available Valentine’s Day email templates.

Plan Your Valentine’s Day Marketing

Knowing how consumers during one of the most important holidays of the year will help you plan your Valentine’s Day marketing more effectively.

Using the above Valentine’s Day statistics is the best way to target them more effectively. For instance, you can use demographic data to craft specific campaigns for your customers with special products.

As email marketing is one of the most cost-efficient ways to promote your business, using it during V-day is necessary. You can create beautiful email marketing messages for them using software with advanced capabilities.

If you want an email marketing cupid to help you, you can sign up for a free account and check it out.