It’s no surprise that the holiday known for romance and the whispering of sweet nothings is also a day filled with candy. But the most popular Valentine’s Day gift isn’t candy or flowers; it’s jewelry.

And it costs quite a bit to celebrate the lover’s day.

  • Americans spent an estimated $19.7 billion dollars in 2016 on Valentine’s Day. Back in 2004, Americans spent $12.79 billion, and by 2015 the figure climbed to $18.9 billion.
  • One in two people celebrates Valentine’s Day.
  • In 2016, jewelry topped the spending list at $4.5 billion, followed closely by a night out at $4.4 billion, then flowers $1.98 billion, clothing $2 billion, and candy $1.76 billion. Spending on gift cards reached $1.68 billion and greeting cards $1.14 billion.
  • Valentine’s Day is the fourth most popular day to get engaged! Christmas Eve, Christmas Day, and New Year’s Eve are the top three. But one study showed that more women prefer to get engaged on Valentine’s Day. (Hint!)
  • An average of $147 was spent per person to celebrate Valentine’s Day.
  • The expected spend for Valentine’s Day in 2017 is $18.2 billion with the average person spending $136.57.
  • Guess which age bracket is spending the most? Those who are 25-34 years old spend approximately $234 on Valentine’s Day.
  • The U.S. Census Bureau reports there are 105 million unmarried people in the U.S. over the age of 18. 53 percent are single women and 47 percent are single men.
  • Dating apps, not surprisingly, saw an increase in usage last Valentine’s Day. One app reported a 230 percent usage increase when compared to a regular day.
  • San Diego ranks ninth on the list of the top 10 cities to celebrate Valentine’s Day, according to WalletHub which compared 100 of the largest U.S. cities using 20 key metrics.

  1. San Francisco, CA
  2. Scottsdale, AZ
  3. Orlando, FL
  4. Honolulu, HI
  5. Seattle, WA
  6. Las Vegas, NV
  7. Atlanta, GA
  8. Portland, OR
  9. San Diego, CA
  10. Denver, CO