According to a recent Trustpilot report, many people are keeping Valentine’s Day budgets low this year, and some primary reasons for people pulling back include rising costs, prioritizing saving, and worries about the future of the economy, as well.
The report also reveals several other insights about Valentine’s Day shopping, such as changing gift expectations and the role of AI.
Many People Have Small Valentine’s Day Budgets in 2026
The Trustpilot report, which is based on the results of a survey of over 1,000 consumers done in late-January 2026, found that many people have shrunk their budgets for Valentine’s Day this year.
While 10% of Americans are increasing their budget, and the number of people planning to spend between $250 and $500 on the holiday is up 4% over last year, a total of 37% of respondents are planning to keep their budget to $50 or less. This represents a 10% jump from the 27% that planned to spend less than $50 in 2025.
For the people who are spending less this year, the primary reasons for pulling back include inflation (30% of respondents), the rising costs of household necessities (22%), and general concerns about the future of the economy (12%).
In addition to spending less, some people are even taking drastic steps to avoid spending at all. For instance, 10% of respondents admit to not dating during the beginning of the year to avoid having to pay for Valentine’s Day-related expenses. Another 9% have admitted that they broke up with a partner to avoid having to get them gifts.
Saving is a Top Priority for Americans
Another potential reason for people spending less this Valentine’s Day is that saving is a top priority for Americans. For example, almost 31% of respondents would rather their partner save money as opposed to buying them a gift.
Also, 65% of people say they would rather put funds towards major financial goals, such as buying a home, rather than spend on a gift. However, this is 12% lower than last year, which may be an unfortunate sign that some people may feel that owning a home is out of reach and not a possibility for them.
Gifting Expectations Have Changed
In addition to the amounts people are spending on Valentine’s Day changing, so are gifting expectations. Only 9% of respondents say they want jewelry or flowers, while 37% of them say they prefer to celebrate the holiday with a dinner date. Traditional gifts seem to be losing their appeal, as requests for flowers are down 50% compared to last year.
This also highlights that many people are putting more value on experiences than on physical objects. However, when people do decide to buy items their increasingly relying on customer reviews and testimonials to lower the chances of making a bad purchase.
The AI Gender Gap
The report also briefly touched on AI and Valentine’s Day spending, and found that there’s a gender gap. 43% of men have used AI agents to help them plan gifts, compared to only 32% of women. Also, 56% of the people who said they would be comfortable using an AI agent were men.
However, the idea of using AI to shop isn’t limited to Valentine’s Day. In fact, AI has a major influence on holiday spending, and people use it all year to find the best prices, compare products, learn more about features, and even discover new items.
With Valentine’s Day spending trending downwards this year, it becomes more important than ever for ecommerce sellers to prove that their products are right for customers.
If you want your brand to stand out during a time when people are spending less, you need to do your best to gather and display positive reviews, as they’re one of the best ways to build trust among new customers. When people see others happy with a seller or product, it gives them confidence and erases plenty of worries that commonly exist when shopping online.
With budgets being small, people are going to be very selective about what they spend money on and want to ensure your items are worthwhile before they make a purchase. As a result, ensure that your reviews are easy to find, and that your product descriptions and other site content are detailed and aimed at building customer confidence.
