Valentine's Day may be the most romantic day of the year, but it's also one of the priciest. The average American is estimated to spend $155 on gifts this year, with Gen Z leading the pack at $235. At the same time, financial transparency—or the lack of it—has become a key relationship factor, with 44% of people admitting to hiding spending habits from their partners.
This article uncovers these and more financial truths about Valentine's Day, from gift dealbreakers to the benefits of skipping the holiday altogether. Read on to discover how love, money, and trust intersect in modern relationships.
Americans in relationships plan to spend an average of $155 on Valentine’s Day gifts, with Gen Z leading the way (budgeting $235). Financial pressure is somewhat common on Valentine's Day, with 28% of couples feeling it — especially men (twice as likely as women). Regarding the types of presents Americans want, 38% said they prefer sentimental gifts over expensive ones.
A regifted Valentine’s Day gift could end a relationship for 25% of respondents, who said it would be a dealbreaker. Unfortunately, 4% of people had been broken up with on Valentine’s Day. When it comes to disappointing gifts, the top offender is receiving no gift at all due to a partner forgetting the holiday (30%). Other letdowns include last-minute or low-effort gifts (15%) and generic gifts (8%).
Singles estimate they save an average of $110 by skipping Valentine’s Day. Many choose to use these savings wisely: 40% redirect the funds to investments or savings, while 22% put it toward paying off debt. Another 14% opt to spend the extra money on self-care.
Over half of couples (56%) share a joint bank account and 64% maintain a joint budget. Nearly all respondents (94%) know their partner’s income. However, 44% hide financial information — most often spending habits or purchases (15%). Despite this, 83% of couples agree that honesty about debts and spending habits is key to building trust.
We surveyed 1,000 Americans to explore financial habits around Valentine's Day. Of the respondents, 51% were millennials, 17% were Gen Z, 24% were Gen X, and 8% were baby boomers; 45% were single and 55% were in a relationship. The survey was conducted on January 15, 2025.
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