Business News
Americans Are Spending Half as Much on Valentine’s Day This Year. Here’s What They’re Buying Instead.
Americans plan to spend $87 on Valentine's Day gifts this year, down from $155 in 2025.
Jonathan Small is a bestselling author, journalist, producer, and podcast host. For 25 years, he has worked as a sought-after storyteller for top media companies such as The New York Times, Hearst, Entrepreneur, and Condé Nast. He has held executive roles at Glamour, Fitness, and Entrepreneur and regularly contributes to The New York Times, TV Guide, Cosmo, Details, Maxim, and Good Housekeeping. His Small Talk substack focuses on generational differences.