As Valentine’s Day approaches, new data suggests that Generation Z consumers are poised to spend more on gifts and experiences than millennials, marking a shift in holiday spending trends.

According to research from the National Retail Federation (NRF) and insights from industry experts, overall Valentine’s Day expenditures are projected to hit a record $27.5 billion in 2025.

Why It Matters

This surge in spending highlights the growing purchasing power of Gen Z, a demographic often perceived as budget-conscious but increasingly willing to invest in meaningful experiences and gifts. It could also signal a wider change in how the age group approaches holidays and celebrating.

What To Know

According to a survey conducted by CouponFollow, as reported by Consumer Affairs, the average Gen Z consumer is expected to spend around $208 on Valentine’s Day gifts, compared with $200 for millennials. This increase is driven by a mix of traditional gifts such as jewelry and flowers, as well as experience-based gifting.

Data from the NRF supports these findings, revealing that U.S. consumers plan to spend approximately:

• $6.5 billion on jewelry
• $5.4 billion on an evening out
• $2.9 billion on flowers
• $2.5 billion on candy
• $1.4 billion on greeting cards

Additionally, nearly 32 percent of shoppers plan to buy gifts for friends and 19 percent expect to purchase something for co-workers, reflecting a broader interpretation of Valentine’s Day beyond romantic relationships. Galentine’s Day, anyone?

What People Are Saying

Edible Brands CEO Somia Farid Silber told Digital Commerce 360: “Gen Z customers are more likely than their millennial counterparts to want to shop in physical stores, yet they remain less loyal to specific brands, seeking the best deal possible before making a purchase.”

Phil Rist, executive vice president of strategy at Prosper Insights & Analytics, said in the NRF press release: “Consumers plan to celebrate Valentine’s Day through a variety of ways to show appreciation and love for the many different people around them. Purchasing gifts for those outside of significant others or family members continues to rise in popularity.”

Dan Egan, director of behavioral finance at the financial advisory company Betterment, told USA Today last September: “It’s become easier than ever to do impulse shopping. Now, a lot of the time, you can do it on your phone, sitting on your couch.”

What’s Next

With some younger consumers prioritizing convenience, online and same-day delivery services could see significant demand in the lead-up to Valentine’s Day.

As Gen Z’s financial influence continues to grow, its evolving spending habits will not just shape holiday shopping trends but could affect broader market behaviors in the years to come.