Life News
Valentine's Day hits a record $29.1bn in the US while Japan's shops swap out cacao
Valentine's Day spending in the US is expected to reach a record $29.1 billion this year, up from the previous record of $27.5 billion in 2025, according to the National Retail Federation (NRF) and Prosper Insights & Analytics. NACS Daily News reported that 55% of consumers plan to celebrate, spending an average of $199.78, above the previous high of $196.31 set in 2020.
Candy is the most popular gift, bought by 56% of celebrants, followed by flowers and greeting cards (41% each). Jewellery leads by value at $7 billion. Benzinga reported that the survey covered 7,791 people and that spending on pets is set to rise from $1.7 billion to $2.1 billion.
“Much of that growth is driven by middle- and high-income shoppers” — Katherine Cullen, NRF, via NACS Daily News
In Japan, where Valentine's Day centres on chocolate, the Qatar Tribune reported on rising costs at department stores. Takashimaya is selling cacao-free sweets about 650 yen cheaper than regular products, as average prices of items at its stores rose about 10% year on year. A patisserie in Nagano said it used off-grade fruit and changed its packaging to keep costs down.
How each outlet framed it
- NACS Daily News — what shoppers buy, from candy to an evening out ($6.3 billion), for convenience stores planning stock.
- Benzinga — a market angle: gift spending by recipient and its link to chocolate and jewellery companies.
- Qatar Tribune — the cost side: how Japanese sellers adapt to expensive cocoa.
What we don't know yet: The US numbers are a pre-holiday survey of plans, not actual sales. The Japanese report gives prices but no estimate of total Valentine's spending.