While gifting has become a norm on Valentine’s Day, its origin is quite different
Valentine’s Day spending could reach a record-breaking average of $200 per consumer this year, up from $188.81 last year, according to the National Retail Federation.
Double-digit inflation across major gift categories is believed to be a driving factor. Chocolate prices alone have risen 70%, and roughly 80% of the cut flowers in the US are imported and subject to steep tariffs placed by President Donald Trump.
Meanwhile, jewelry prices have skyrocketed, fueled by the gold rally, which is now at $5,000 an ounce. The NRF estimates ornaments will be the highest-spending category at $7 billion.
While gifting has become a norm on Valentine’s Day, its origin is quite different.
Centuries ago, ancient Romans celebrated Lupercalia, a spring festival honoring Faunus, the god of agriculture, and the founders Romulus and Remus. The festivities included pairing men and women, often leading to marriage.
As Christianity spread, the Church wanted a more civilized celebration. In A.D. 496, Pope Gelasius I replaced Lupercalia with St. Valentine’s Day, honoring the patron saint of lovers, beekeepers, and even people with epilepsy.
By the 1500s, handwritten love notes appeared, growing into elaborate cards in the 1700s.
Esther A. Howland kick-started mass-produced Valentin’s cards in the US in the 1840s, and today, Americans send 145 million cards annually.
Americans are expected to spend $29.1 billion in 2026 on candy, flowers, cards, dinners, and even gifts for pets, which NRF says could reach $2.1 billion.