According to this report, the average US consumer was expected to spend a whopping $221.34 for Valentine’s day, we’ve milled through the data and put together the top consumer spending and search stats to help you boost your next digital marketing V-Day campaign.

Reported to be the 4th largest spending holiday, Valentine’s day is an opportunity for businesses, as consumers fork out cash to spoil the person (or animal) they love.

1. Don’t Forget The Singles!

Over half the US population spending money on Valentine’s identified as single according to this study from Bing. 

Unsurprisingly, 91% of partners planned to treat their partners on Valentine’s day, but 19% planned on treating their pets. Appeal to your audiences puppy love and you might tug on a purse string or two.

Although single, shoppers do spend on non-significant others, averaging $54 for co-workers $50 for family and $36 for classmates, teachers and friends. Consider creating an online campaign around lower cost items.

an image depicting the spending habits of single people over valentines
Imagery from Piktochart

2. Men In Relationships Spend The Most

The average man is estimated to spend $133 while the average woman is estimated to spend $62. Sorry guys! 53% of women in Bing’s research said they would end a relationship if they didn’t get something for Valentine’s day.

This study was conducted in 2016, and I have a feeling gender roles have shifted since then, just look at the backlash Woolies got for their failed Valentine’s day campaign.

Unmarried couples spend the most, with an average spend of $107, while married couples only spend an average of $96.

3. Stock Gifts For Him

Valentine’s day gifts for husbands and boyfriends dominate search results, if your company is product based, a Google shopping campaign around male-oriented products over Valentine’s day is likely to serve you well.  

Top 5 Google Searches for valentines day the week of Valenitne's Day

4. There Will Be Latecomers

Only about 23% of Valentine’s Day shoppers buy gifts in January, the majority of shoppers wait for February before making a Valentine’s Day purchase.

46% of shoppers make their purchase in early February, with 23% of all Valentine’s day shopping being made from the 2nd week of Feb and the day before. 5% of American shoppers waited until February 14th to make a purchase.

A pie chart showing the spending habits of shoppers on valentines day
Chart made in Piktochart

5. Older Millennials Spend The Most

When it comes to spending, older millennials far outspend anyone else. 25 to 34-year-olds spend on average $234.

 graph showing the average spend on valentines day by age

Before creating your next Valentine’s day campaign, think about who your audience is and what they respond to. Understanding how your audience falls in love, why and where they buy gifts and whether they identify as single or not are all important points when crafting a campaign that will identify with them fundamentally.

Google Trends is a great place to start identifying local trends in search terms, and once you start understanding who your audience is, you can find loads of insights through Think With Google and Google Shopping Insights.