66% of Gen Z Consumers Plan to Celebrate Valentine's Day - More Than Any Other Generation, Numerator Reports (2024)

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66% of Gen Z Consumers Plan to Celebrate Valentine's Day - More Than Any Other Generation, Numerator Reports? ›

Gen Z is the generation most likely to say they will celebrate Valentine's Day 2024. Overall, 61% of consumers (+4 points from 2023) plan to celebrate the holiday, with Gen Z and Millennials even more likely to say they will celebrate (66% and 64%, respectively).

39% of celebrators plan to go out to eat to celebrate Valentine's Day – more than any other holiday surveyed.

SALT LAKE CITY — According to the National Retail Federation, the average American will spend about $185 celebrating Valentine's Day this year. The nation as a whole spends an estimated $25.8 billion.

The Netherlands, site of the world's largest flower auction, isn't the answer. Instead, cut roses sold in the U.S. primarily come from two places: Colombia and Ecuador. Colombia provides almost 60% of our roses, and Ecuador almost 40%.

One Valentine was a priest in third-century Rome who defied Emperor Claudius II after the ruler outlawed marriage for young men. St. Valentine would perform marriages in secret for young lovers, ultimately leading to his death.

66% of Gen Z Consumers Plan to Celebrate Valentine's Day – More Than Any Other Generation, Numerator Reports.

People in relationships are more likely to engage in these celebratory activities: 34% say they will dine out, 25% will share a meal at home, 37% will exchange gifts, 28% will exchange cards, and 30% will have sex. (A celebrant's Valentine's plans could include more than one of these ingredients.)

Beyond The Classic Heart-Shaped Bouquet And Chocolates

While flowers, candy and greeting cards still top the list of main gifts, younger generations are shifting the way Valentine's Day is being celebrated, looking beyond traditional gifts.

Some 33% will shop in department stores, while 31% will head to discount stores, and 17% will buy from florists, the NRF notes. Candy (at 57%), greeting cards (40%), and flowers (39%) will be the most popular gifts. But don't discount an evening out, which ranks at No. 4 with 32%.

Not only that, Valentine's Day tends to be the most popular day to get engaged. Spending differs by gender and age. Men spend more on Valentine's Day ($200+), while women usually spend less. Millennials are the biggest spenders, with those in that age group planning to spend around $300 on the holiday.

What percentage of Valentine's Day consumers intend to buy flowers? ›

For Valentine's Day 2024, roughly half of surveyed U.S. shoppers said they would buy chocolate or candy as a gift for another, making it the most shopped for Valentine's Day gift. About a third of respondents said they intended to purchase flowers.

Valentine's Day Gift Shopping Statistics

Just like in previous years, the preferred choice for buying Valentine's Day gifts remains online shopping, with 35% of people opting for this option. Department stores are a close second at 34%, followed by discount stores at 31% and specialty stores at 18%.

Of all the roses produced and sold each year in the US, the state of California grows an average of 60%.

6. Black: Healing from a Rejected Proposal. Black might be a favourite of many, but on Valentine's Day, it symbolizes rejection. You just got your heart broken because of a rejected proposal.

1 John 4:7-12. Dear friends: let us love one another, for love comes from God. Everyone who loves has been born of God and knows God. Whoever does not love does not know God, because God is love.

The pressure to spend money and meet societal expectations can overshadow the genuine sentiment behind the day, leading to feelings of stress, anxiety, and financial strain.

Valentine's Day slipped from #6 in 2022 to #11 in 2023, perhaps as more consumers dined out at restaurants to celebrate with their significant others. Though it was #9 in 2022, Game Day was ranked #12 in 2023 as other holidays became more popular for food delivery.

According to Statista, 94% of Americans believe in true love. So, it's no surprise that 53% of Americans plan to celebrate Valentine's Day in some way with family members, friends, etc.

A January 2022 survey analyzed how frequently U.S. consumers eat out at a restaurant. Overall, 29 percent of respondents claimed to eat out once a week or more. In contrast, 11 percent said they never eat out at restaurants.