WASHINGTON – Just over half (52 percent) of U.S. adults plan to celebrate Valentine’s Day this year, spending a total of $21.8 billion, according to the annual survey released today by the National Retail Federation and Prosper Insights & Analytics.
“There is no question the pandemic has disrupted many aspects of Americans’ daily interactions and activities,” said NRF President and CEO Matthew Shay. “However, there remains a special significance around Valentine’s Day, and consumers are committed to celebrating friends and loved ones, even if that means having to alter those traditional holiday celebrations.”
Nearly three-quarters (73 percent) of consumers celebrating Valentine’s Day this year feel it is important to do so given the current state of the pandemic. It is clear the virus is still front and center, with 74 percent indicating it will directly impact their plans for the holiday. Those celebrating can still expect the classic candy, cards and flowers, but there is a significant decline in the number of consumers who will plan for an evening out. Less than one-quarter (24 percent) of consumers plan to gift their loved one with an evening out, the lowest in the survey’s history. Even still, 41 percent say they will plan a special dinner or celebration in the comfort of their own home.
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