Valentine’s Day played out? Two-thirds of Americans think so

34% of women agree you shouldn’t have to spend a penny to make the holiday a success

NEW YORK — Here’s something that might surprise the greeting card companies: most Americans aren’t buying into the Valentine’s Day hype. A new survey shows that nearly two-thirds of us (64%) think the holiday is overrated. But before you write off February 14 completely, there’s more to the story.

While most of us might roll our eyes at heart-shaped everything, there are of course plenty of couples who take Valentine’s Day pretty seriously. In fact, the survey of 2,000 Americans by Talker Research shows that one in six say this year could actually make or break their relationship. The pressure seems especially real for couples who aren’t married yet: about 19% of them see this Valentine’s Day as a potential turning point. Married folks aren’t far behind, with 17% feeling the same way.

Even couples who aren’t treating it as a relationship test still see Valentine’s Day as a chance to add some spark back into their relationships. About 30% of married people say they’re hoping the holiday will give their relationship a boost. Interestingly, men seem more invested in this idea than women. More than a third (35%) of guys are banking on Valentine’s Day to improve things, compared to just 26% of women.

When it comes to spending, most people aren’t planning any grand gestures this year. About 58% say they’ll stick to roughly the same budget as last year. Only 12% are planning to splash out more cash than they did in 2024, while 19% are actually planning to spend less.

So what’s the “right” amount to spend on Valentine’s Day? According to the survey, Americans think you need about $133 per person for a good celebration — that’s counting everything from dinner to gifts to activities. But plenty of people think you can do it for less. Four in ten say you can have a great Valentine’s Day for under $100 per person, and 22% think you can keep it under $50.

Here’s where it gets really interesting: more than a quarter of Americans (28%) think a good Valentine’s Day shouldn’t cost a dime. Women are leading this charge, with 34% saying you don’t need to spend anything to make the day special, compared to 21% of men.

There’s also a growing trend of couples completely opting out of Valentine’s spending this year. About a third of couples who are married or in serious relationships say they’re deliberately keeping their wallets closed this February 14 to save money. It looks like the “no spend” movement is making its way into our love lives too.

The survey paints a picture of Americans taking a pretty practical approach to Valentine’s Day 2025. While some couples are feeling the pressure to make it special, most of us are more focused on finding meaningful ways to celebrate without breaking the bank.

Survey Methodology: This research was conducted by Talker Research through an online survey administered between January 31 and February 3, 2025. The study included 2,000 Americans, with an even split between men and women, and was designed to understand attitudes and plans regarding Valentine’s Day celebrations across the country.