Key Findings:
- Washington ranks #1 for Valentine’s spending due to its strong retail sales growth (11.6%) and high disposable income ($20,402).
- Vermont, New Mexico, and Texas search the most for Valentine’s gifts.
- Wyoming, Alabama, and Montana rank the lowest in spending and search interest.
Valentine’s Day is more than just hearts and flowers — it’s a multibillion-dollar industry.
In 2025, Americans are set to spend a record-breaking $27.5 billion on gifts, romantic experiences, and surprises, up from $25.8 billion in 2024.
Just as holiday retail sales growth varied by region in 2024, shoppers in certain states embraced Valentine’s Day spending while others held back, and businesses need to capitalize on this to grow their revenues.
Consumers are expected to spend a record $27.5 billion on Valentine’s Day this year. #ValentinesDayhttps://t.co/xQ5fIEbrwOpic.twitter.com/jxyYCs5HSz
— National Retail Federation (@NRFnews) February 10, 2025
This time, data analysis by DesignRush ranked all 50 states based on their Valentine’s Day spending trends, using search interest, retail sales growth, disposable income, and the economic impact of holiday sales.
There are many factors that affect a population's spending habits, especially when it comes to holidays like Valentine's Day.
High-income states often see greater spending, as residents have more discretionary funds for gifts, dining, and experiences. Meanwhile, states with lower disposable income may prioritize essentials over luxury purchases.
Additionally, regional interest in Valentine’s Day plays a key role — areas with younger demographics or strong consumer engagement in romantic traditions tend to drive higher sales, while states with lower participation rates may see muted spending.
For instance, states like Wyoming, South Dakota, and Nebraska have the money but decide not to spend much on Valentine’s gifts or experiences.
Instead, they choose to allocate their disposable income to other lifestyle expenses, savings, or alternative luxury purchases.
Meanwhile, shoppers in certain states have a high interest in Valentine’s gifts but have a lower disposable income, making them prioritize smarter spending with more affordable presents or celebrations.
Hence, businesses should adjust their strategies in these regions, as traditional Valentine’s marketing may not be effective.
Take Macy's Valentine's Gift Guide, it showcases gift ideas for "all kinds of love" while catering to a range of budgets.
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According to Gianluca Ferruggia, general manager at DesignRush, the Love Economy is thriving, and retailers should pay attention to regional trends:
“The numbers are clear — big spenders are set to boost the Valentine’s Day economy, with sales expected to reach $27.5 billion. The top-ranking states will keep driving growth, so retailers should focus on areas where interest is high.
Retailers should take note: The Love Economy is thriving, and the states showing the most interest will see the biggest gains.”
Identifying states spending more on Valentine’s Day helps businesses tailor their marketing strategies to increase conversions.
High-spending regions can be targeted with premium offerings, while budget-conscious areas benefit from value-driven promotions.
The 5 States That Spend the Most on Love
1. Washington
- Disposable Income: $20,402 per capita
- Retail Sales Growth: +11.6%
- Search Interest: Among the highest in the country
- Retail Sales % of GDP: 0.34%
Washington residents go all out for Valentine’s Day. With high earnings and strong retail growth, they’re splurging on gifts, experiences, and romantic surprises more than any other state.
2. Vermont
- Disposable Income: Lower than other top spenders
- Retail Sales Growth: +11.8%
- Search Interest: The highest in the country
- Retail Sales % of GDP: 0.41%
Despite having less extra money to spend, Vermont residents prioritize Valentine’s Day shopping, and it tops all other states when it comes to searching for gifts. Retailers can expect strong demand for affordable yet meaningful gifts here.
3. New Hampshire
- Disposable Income: High compared to the national average of $13,608
- Retail Sales Growth: +10.3%
- Search Interest: Above-average engagement in Valentine’s searches
- Retail Sales % of GDP: 0.52%
Valentine’s Day isn’t just about love in New Hampshire — it’s good for the economy. With retail making up a significant portion of state GDP, the holiday drives strong sales in local shops.
4. New Mexico
- Disposable Income: $9,267 per capita
- Retail Sales Growth: Steady increase year over year
- Search Interest: 29.8 per 1,000 people (one of the highest in the U.S.)
- Retail Sales % of GDP: 0.31%
New Mexico consumers may have less disposable income, but they prioritize celebrating love. Their high search interest suggests a focus on thoughtful and budget-conscious gifting.
5. Texas
- Disposable Income: Higher than the national average
- Retail Sales Growth: +8%
- Search Interest: 29.38 per 1,000 people (one of the highest)
- Retail Sales % of GDP: 0.33%
Texans love big celebrations, and Valentine’s Day spending reflects that. With strong retail interest and a massive economy, the state remains a major player in holiday shopping.
The 5 States That Spend the Least on Love
1. Montana
- Disposable Income: $9,725 per capita
- Retail Sales Growth: +6.2%
- Search Interest: 17.5 per 1,000 people
- Retail Sales % of GDP: 0.30%
Montana ranks last in Valentine’s spending, with low search interest and moderate retail growth. Consumers here aren’t as focused on Valentine’s purchases, leading to minimal demand.
2. Alabama
- Disposable Income: Moderate compared to the national average
- Retail Sales Growth: +5.8%
- Search Interest: 16.84 per 1,000 people
- Retail Sales % of GDP: 0.63%
Alabama shows low engagement with Valentine’s shopping, despite retail playing an important role in the state’s economy. Consumers spend less on gifts and experiences, making it a weaker market for Valentine’s promotions.
3. Wyoming
- Disposable Income: $25,119 per capita (one of the highest)
- Retail Sales Growth: +3.9% (lowest among top-income states)
- Search Interest: Below average
- Retail Sales % of GDP: 0.27%
Wyoming has one of the highest disposable incomes in the U.S., but this doesn’t translate to Valentine’s spending. Consumers here prioritize other expenses or luxury purchases over traditional Valentine’s gifts.
4. Iowa
- Disposable Income: $14,946 per capita
- Retail Sales Growth: Minimal impact
- Search Interest: 18.61 per 1,000 people
- Retail Sales % of GDP: 0.02%
Iowa’s low search interest and retail influence suggest that many residents are skipping the holiday altogether. Valentine’s spending actually has a minimal impact on the state’s economy.
5. Arizona
- Disposable Income: Moderate levels
- Retail Sales Growth: +6.6%
- Search Interest: 18.48 per 1,000 people
- Retail Sales % of GDP: 0.61%
Arizona’s below-average search interest and moderate retail growth place it among the least Valentine’s Day-obsessed states. While residents aren’t completely ignoring the holiday, it’s not a top priority for consumers here.
Whether consumers are splurging or skipping, the 2025 Valentine’s shopping trends offer valuable insights for businesses navigating the season of love.
Brands can maximize engagement by aligning promotions with regional spending habits, offering luxury experiences in high-spending areas and affordable yet thoughtful options where budgets are tighter.
Leveraging real-time consumer data — such as trending gift categories and peak shopping periods — can also help brands optimize ad placements and inventory for stronger conversions.
Valentine's Day Spending by State
DesignRush Methodology
DesignRush analyzed Valentine’s Day spending trends across all 50 states, ranking them based on their Love Economy Score.
This score reflects each state's overall Valentine’s Day spending power through gift purchases, experiences, and retail impact.
1. Data Sources
- Search Interest (Valentine’s Day Keywords): Google search data from February 2024 was gathered using Google Keyword Planner (GKP). Search volume for terms like “Valentine’s gifts,” “best Valentine’s gifts,” and “Valentine’s Day ideas” was normalized per 1,000 people in each state.
- Retail Sales Growth: Data was sourced from the U.S. Census Bureau’s State Retail Sales Report (2023-2024), measuring growth in Valentine’s-related industries, including:
- Health & Personal Care Stores (Perfume, Cosmetics, Pharmacies with Valentine’s gift sections)
- Clothing & Accessories Stores (Jewelry, Lingerie, Fashion Retailers)
- Miscellaneous Store Retailers (Florists, Gift Shops, Souvenir Stores)
- Disposable Income Per Capita: Calculated using data from the Bureau of Economic Analysis (BEA) and U.S. Census Bureau, subtracting total personal expenditures from total personal income per state.
- Retail Sales as a Percentage of State GDP: Measured using the BEA’s Gross Domestic Product by State report, assessing the role of Valentine’s spending in each state’s economy.
2. Spending and Retail Impact Analysis
- Search Interest: States with higher search volume per capita showed greater intent to spend on Valentine’s gifts.
- Retail Sales Growth: A higher percentage increase in Valentine’s Day-related retail indicated stronger consumer spending behavior.
- Disposable Income Impact: While high disposable income often supports higher spending, some states prioritized other expenses, leading to lower Valentine’s purchases despite financial capacity.
3. Ranking Criteria
States were ranked based on:
- Search Interest (per 1,000 people): Higher search volume scored better.
- Retail Sales Growth: States with the most significant increases ranked higher.
- Disposable Income: Measured impact on Valentine’s spending.
- Retail Sales as % of GDP: Reflecting the overall economic importance of Valentine’s shopping in each state.
Valentine’s Day spending is booming, but consumer interest varies widely across the U.S., making strategic targeting essential for retailers.
Retailers looking to maximize sales should focus on high-ranking states where shoppers are actively searching for gifts and experiences.
For instance, brands can capitalize on last-minute shoppers by promoting fast delivery options or limited-time discounts.
Additionally, collaborating with local influencers or tapping into regional social media trends can help create tailored campaigns that resonate deeply with consumers in high-engagement areas.
However, this doesn't mean that businesses in mid- to low-ranked states should just slack off. They can still capitalize on Valentine's Day with personalized offerings on the more affordable side.
Now is the time to test out dynamic ad formats, such as interactive gift guides or shoppable posts, to boost real-time conversions.
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