Trustpilot survey reveals a tension between financial goals and romance, as consumers balance tighter budgets with holiday traditions
NEW YORK, Feb. 10, 2025 -- Trustpilot, the global independent review platform, today released its 'Valentine's Day Spending Trends' survey revealing that while most Americans (73%) still plan to celebrate, they're doing so with mindful spending decisions: 77% said they'd rather put their money toward a major financial goal like a down payment on a home than spend it on Valentine's Day gifts. Consumers are prioritizing shared experiences, with 42% planning to go out to dinner, making it the most popular way to celebrate. Only 28% plan to celebrate by exchanging gifts like cards, jewelry, flowers, or chocolate.
Most consumers are opting for low-cost Valentine's Day celebrations, with many cutting back on spending due to financial concerns. 35% cite affordability issues, 25% are prioritizing savings, 11% say inflation is too high, and 9% are worried about the future of the economy. Meanwhile, only 20% plan to spend more this year. When asked about their ideal gift from a partner, 30% of respondents even went as far as saying they'd rather have nothing and their partner save money.
"Most people still want to celebrate Valentine's Day, but they're thinking twice before splurging," said Dana Bodine, U.S. Vice President of Marketing at Trustpilot. "Financial concerns are top of mind, but traditions persist, so that means we're seeing adjustments to how people celebrate. Hard-earned money needs to go further — meaning consumers need to stretch their dollars with sure bets. We'll see more of them turning to online reviews and testimonials to ensure they're getting the best experience. Whether it's for a Valentine date night or longer-term purchases, people want to know they're making the right choice."
The survey of 1,115 consumers, conducted between January 28 and January 29, 2025, highlights how financial concerns are reshaping Valentine's Day spending. At the same time, frugal gift expectations and frustration with cringe traditions—such as forced romantic Instagram posts—are adding to the evolving perception of the holiday.
Romance is On the Menu, But Not Likely Under the Wrapping Paper
While more than three-quarters of consumers plan to celebrate Valentine's Day, lovebirds are choosing to dine out over exchanging gifts.
- 77% plan to celebrate Valentine's Day with their partner or significant other.
- 42% are having dinner at a restaurant
- 28% are celebrating with gifts
A Frugal Valentine Makes the Heart…Even More Frugal?
A plurality of consumers don't plan to spend a lot on Valentine's Day gifts while a majority expect their partners to spend the least amount on their gift.
- 40% plan to spend under $50 on their Valentine's Day gift
- 19% plan to spend between $100-$150
- 27% plan to spend between $50-$100
- Over half (52%) expect their partner to spend less than $50 on Valentine's Day
Roses Are Red, Wallets Are Light
Financial concerns are pushing most consumers to rethink their spending habits.
- 35% are spending less because of inflation concerns
- 25% are prioritizing their savings
- 11% can't afford to spend more
- 9% are concerned about the future of the economy
- Only 20% report they are spending more this year
But What Do They Really Want?
Forget overpriced gifts. Most consumers are focused on quality time and financial mindfulness.
- 72% said they never feel an obligation to spend a specific amount on Valentine's Day
- 35% want a night out at a restaurant
- 30% report they'd rather their partner save money
- 14% want a personalized experience like a trip, spa day, or to go to a concert
- Very few want gifts like flowers (8%) or jewelry (5%)
Cringe Is in the Eye of the Beholder
A plurality of consumers love the classic Valentine's Day traditions, but about a quarter of consumers really don't like posting through it.
- 27% think the forced "romantic" Instagram post is the most cringe Valentine's Day tradition
- 17% said red roses
- 15% said heart-shaped jewelry
- 8% said a fancy restaurant
- A plurality (35%) don't find anything cringe about classic Valentine's Day traditions
Is Love Priceless?
At the end of the day, for a vast majority of consumers, it looks like financial priorities are the true love that got away.
- Despite committing to celebration plans, 77% said they'd rather put their money toward a major financial goal like a down payment on a home than spend it on Valentine's Day gifts.
With consumers torn between financial goals and the desire to celebrate, making the right spending decisions is more important than ever. Trustpilot's findings show that while most consumers aim to prioritize long-term financial goals, many still choose to celebrate—just in ways that minimize the impact on their budget. Turning to trusted reviews can help them navigate these choices, whether it's finding the best value for a romantic dinner, ensuring a big-ticket Valentine's gift is worth the splurge, or avoiding a cringe-worthy purchase.
Methodology
In collaboration with the market research company Qualtrics, the review platform Trustpilot conducted an online survey of 1,115 people aged 18 to 75 in the United States about their Valentine's Day spending plans. The survey ran from January 28-29, 2025
About Trustpilot
Trustpilot began in 2007 with a simple yet powerful idea that is more relevant today than ever - to be the universal symbol of trust, bringing consumers and businesses together through reviews. Trustpilot is open, independent, and impartial - we help consumers make the right choices and businesses to build trust, grow and improve.
Today, we have more than 300 million reviews on the platform and 67 million monthly active users across the globe, with 127 billion annual Trustpilot brand impressions, and the numbers keep growing. We have more than 900 employees and we're headquartered in Copenhagen, with operations in Amsterdam, Denver, Edinburgh, Hamburg, London, Melbourne, Milan and New York.
This News is brought to you by Qube Mark, your trusted source for the latest updates and insights in marketing technology. Stay tuned for more groundbreaking innovations in the world of technology.
