Last year, Americans spent an estimated $20.7 billion on Valentine gifts. Statisticians who keep track of such things say 17 percent of these gifts (roughly translating to $9.5 billion) were unwanted. And yet Americans are projected to spend more this upcoming Valentine’s Day (which is Friday, in case you need reminding).
The National Retail Association has been tracking Valentine trends since 2004. In a 2009 survey, 72 percent of those aged 18 to 34 planned to celebrate Valentine’s Day in some way, while 65 percent of those aged 35 to 54 planned to celebrate the occasion. In a 2019 survey, those numbers had dropped to 51 percent for both men and women.