One in six couples say this Valentine’s Day could be “make or break” for them this year, according to a new survey.
A survey examining how America takes Valentine’s Day to its heart found 17% of those in a serious relationship or marriage felt this year was particularly crucial for their relationship.
This rises to one in five (19%) for those unmarried but in a serious relationship who consider Feb. 14 “make or break” this year, but drops to 17% of couples already married.
The survey of 2,000 Americans, conducted by Talker Research, saw a further 30% of married respondents say that, while not make or break, they see Valentine’s Day this year as a needed boost for their relationship.
Men were more likely to feel their relationship needs a Valentine’s Day boost than women were (35% men, 26% women).
But while many Americans feel this Feb. 14 may be significant for them, the majority still feel relaxed about the day — 64% of those surveyed feel Valentine’s Day is overrated.
So does that mean they will be opening their wallets? Fifty-eight percent of those in relationships said they’ll be keeping their spending similar to the amount they spent last year.
About a fifth (19%) are planning to spend less than they did last year, with just 12% of those in relationships saying they’ll be spending more than in 2024.
When it comes to splashing the cash on Valentine’s, is there a “right” amount to spend for a memorable time?
The average American polled estimates you need to spend $133 per person in total for a good Valentine’s Day overall when factoring in food, gifts, and/or activities.
Four in ten of those surveyed said a good Valentine’s Day can be had for under $100 a head and a fifth (22%) said under $50.
And should love really cost a thing? Twenty-eight percent of Americans polled said a good Valentine’s Day shouldn’t cost anything at all.
Interestingly, women were much more likely to feel Valentine’s Day shouldn’t cost anything than men were (34% women vs. 21% men).
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And in a year of “no spend” trends, Valentine’s Day is no different. A third of couples polled (32% married or in a serious relationship) are deliberately not spending this Feb. 14 in order to save money.
Survey methodology:
Talker Research surveyed 2,000 general population Americans with 1,000 men and 1,000 women; the survey was administered and conducted online by Talker Research between Friday, Jan. 31 and Monday, Feb. 3, 2025.