January retail sales are priming the pump for a record-breaking Valentine's Day spending spree, with consumers planning to spend an average of $188.81 on gifts and outings celebrating the holiday.

Early Sales and Extended Shopping Window

The trend of early Valentine's Day sales is driven by consumer demand for early planning and e-commerce competition, according to a report from Alibaba. In 2026, shoppers can anticipate pre-Valentine's deals appearing online and in stores starting the first week of January, peaking between February 1st and February 14th.

This extended shopping window allows savvy buyers to secure discounts on everything from chocolates and jewelry to apparel and romantic getaways well before February 14th. The report notes that over 68% of Valentine's shoppers now prefer to purchase gifts by early February, with 30% buying before February 1st.

Record-Breaking Spending Projections

The National Retail Federation (NRF) projects record Valentine's Day spending in 2025, with online leading the way. According to a survey of 8,020 adult consumers in January 2025, consumers plan to spend an average of $188.81 on the holiday.

This would be an increase from $185.81 in 2024 and the previous record of $27.4 billion in 2020. The NRF projects consumers to spend a record $27.5 billion on gifts and outings celebrating Valentine's Day 2025, up from $25.8 billion in 2024.

Top Shopping Destinations and Gift Categories

The survey found that consumers' top shopping destination leading up to Valentine's Day 2025 is online, with 38% citing it. After that were department stores (34%), discount stores (29%) and florists and specialty stores (18%).

The most popular Valentine's Day gift categories in 2025 are candy (56%), flowers (40%), greeting cards (40%), an evening out (35%), and jewelry (22%). Across those categories, the NRF said, U.S. consumers plan to spend a combined $6.5 billion on jewelry, $5.4 billion on an evening out, $2.9 billion on flowers, $2.5 billion on candy, and $1.4 billion on greeting cards.

Key Facts

  • The Valentine's Day sale typically begins as early as January 1st, with many major retailers launching their promotions by mid-January in 2026.
  • Consumers plan to spend an average of $188.81 on gifts and outings celebrating Valentine's Day 2025.
  • The NRF projects consumers to spend a record $27.5 billion on gifts and outings celebrating Valentine's Day 2025, up from $25.8 billion in 2024.
  • Over 68% of Valentine's shoppers now prefer to purchase gifts by early February, with 30% buying before February 1st.

The trend of early Valentine's Day sales and record-breaking spending projections suggest that retailers are well-positioned for a successful holiday season. With consumers increasingly seeking to avoid last-minute price hikes and shipping delays, retailers are responding by rolling out promotions in January to capture this early demand.