With Valentine’s Day fast approaching and America’s sweethearts projected to spend $29.1 billion on the holiday this year, the personal-finance company WalletHub has released its report on 2026’s Best Places for Valentine’s Day. It also published its nationally representative 2026 Valentine's Day Spending Survey, revealing that 2 in 5 people say Valentine’s Day activities are not affordable this year.
To determine the most romantic yet budget-friendly cities for celebrating the Day of Hearts, WalletHub evaluated 100 of the nation’s largest cities across 25 key metrics, including florists per capita, forecasted precipitation, and the price of a three-course meal for two.
| Top 20 Places for Valentine’s Day 2026 | ||
| 1. San Francisco, CA 2. San Diego, CA 3. Las Vegas, NV 4. Atlanta, GA 5. Seattle, WA 6. Denver, CO 7. Pittsburgh, PA 8. Scottsdale, AZ 9. Portland, OR 10. Washington, DC | 11. Orlando, FL 12. Austin, TX 13. Chicago, IL 14. Honolulu, HI 15. San Jose, CA 16. Tampa, FL 17. Boston, MA 18. Colorado Springs, CO 19. Phoenix, AZ 20. Cincinnati, OH |
Valentine’s Day Spending Survey – Key Stats
- Love on a Budget: 2 in 5 people say Valentine’s Day activities are not affordable this year.
- Skeptical Sweethearts: 82% of Americans believe that Valentine’s Day is a trick to make people spend more money.
- Romance with Limits: Nearly 2 in 5 people have a Valentine’s Day budget.
- Love Is Expensive: 33% of Americans say their relationship is a strain on their finances.
- Financial Infidelity Hurts: 7 in 10 people think financial infidelity can be worse than cheating.
- Bad Credit Might Keep You Single: 48% of people say they wouldn’t marry someone with bad budgeting habits, a bad WalletScore or a bad credit score.
- $29.1 Billion: Total Valentine’s Day spending projected for 2026 ($199.78 per person celebrating).
- 2X: Men will spend almost twice as much as women, on average, for Valentine’s Day 2026.
- $13.3 Billion: Amount Americans will spend on jewelry ($7B) and a special evening out ($6.3B).
- 60%: Share of marriages that begin online.
- 33%: Overall online dating activity increase across the U.S. between February 1 and February 14.
- $8.9 Billion: Projected global dating services market size by 2029.
“It’s common to spoil your partner on Valentine’s Day, but inflation can certainly put a damper on those plans. Fortunately, the best cities for Valentine’s Day offer a wide variety of affordable date activities, food options and places to buy gifts, so you can show that you care without breaking the bank. It’s never a good idea to go into debt just to enjoy a holiday or give a gift.”
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“San Francisco is the best place for celebrating Valentine’s Day, in part due to the fact that it has the highest prevalence of affordable restaurants, florists and second-highest gift shops rated at least 4.5 stars. That covers dinner and presents – but the city is also perfect for dates, with an extremely high number of attractions.”
- Chip Lupo, WalletHub Analyst
Expert Commentary
What are some tips for celebrating Valentine’s Day on a budget?
“So much of Valentine’s day could be done on a budget. Homemade gifts like coupons for a free back rub or a free car wash can be sweet. If there is a holiday that could work well on a budget, it’s Valentine’s day – because many times what people want is just to feel they are loved.”
Kathleen Vohs – Professor, University of Minnesota
“There is nothing wrong with getting into the Valentine's Day spirit and surprising that special person in your life with a sweet note or small token gift. But do not go overboard on spending, especially if your finances are already on shaky ground. Rather than pay a premium for what will probably amount to a mediocre restaurant meal, whip up something delicious at home. Instead of jewelry, craft something meaningful, like a personalized mug, for a fraction of the cost. And for the love of sugar, wait until the day after Valentine's Day to invest in a giant box of chocolates. Retailers tend to overstock for the holiday, and you will likely score the same haul for 50% off if you wait 24 hours. While Valentine's Day is not supposed to be a source of financial upheaval, for countless Americans, it inevitably becomes just that. So, this year, take a smarter approach to the holiday. Set a budget in advance, and stick to it, even if it means skipping the roses and sipping champagne at home. At the end of the day, your significant other should appreciate the gesture. And remember: A heartfelt ‘I love you’ is always free.”
Andrew Burnstine, Ph.D – Associate Professor, Lynn University
Valentine’s Day falls on a Saturday this year – how might this impact how people plan to celebrate?
“I suspect that will mean that people have more time to celebrate. Which, if one is on a budget, could be helpful because instead of going to dinner, for instance, someone could make dinner at home for their loved one.”
Kathleen Vohs – Professor, University of Minnesota
“When Valentine's Day falls on a Saturday, the shift from a quick weeknight dinner to a full weekend event changes how billions of dollars are spent. According to consumer data, nearly 35% of people plan an experience rather than just a gift, and the Saturday timing makes this much easier to execute… The weekend date turns a single evening into a travel opportunity. Hotels often see a 25% increase in bookings compared to a midweek Valentine's Day, as couples opt for staycations or weekend getaways. Without the pressure of a Friday or Monday workday, the average length of stay for these romantic trips often extends to two full nights… Saturday is already the busiest night of the week for hospitality, so Valentine's Day creates a massive surge in demand. National surveys show that nearly 50% of consumers plan to dine out, and restaurants often see revenue increases of over 100% compared to a standard Saturday. Because the day is wide open, many venues now offer brunch and lunch specials to accommodate the overflow from the high-demand dinner hours… The Saturday timing opens the door for those not in relationships to participate. Statistics indicate that roughly 30% of people buy Valentine's gifts for friends or family members. On a weekend, this often results in group activities like Galentines brunches or social parties, which are much harder to coordinate on a Wednesday night… For those staying in, Saturday allows for much more elaborate efforts. While a midweek meal is usually rushed, a weekend allows couples to spend 3 or 4 hours on food preparation. Studies show that 20% of celebrators plan to cook a special meal at home, and grocery stores see a notable increase in sales for premium items like steak, lobster, and high-end wine during the Friday and Saturday rush.”
Andrew Burnstine, Ph.D – Associate Professor, Lynn University
What post-Valentine’s Day deals should savvy shoppers take advantage of?
“If you’re on a budget, or even if you are not, post-Valentine’s day sales are a great way to extend the holiday. You can celebrate with cheap or free lovey things on the day itself and buy candy and chocolate the next day and have a multi-day Valentine’s day.”
Kathleen Vohs – Professor, University of Minnesota
“Many retailers offer clearance sales to quickly sell off remaining Valentine's Day inventory. Look for discounted chocolates, flowers, decorations, and other Valentine's Day-themed items… Jewelry retailers often have post-Valentine's Day sales to attract shoppers looking for discounted jewelry… Apparel and Lingerie Sales: Clothing stores, especially those that specialize in lingerie or romantic apparel, may offer discounts on these items after Valentine's Day. It's an excellent time to find deals on intimate wear… Perfume and cosmetics brands may have promotions on their products, especially those marketed as romantic or Valentine's Day-themed… Some restaurants and food delivery services may extend special offers or discounts for couples or singles post-Valentine's Day… If you're planning a romantic getaway, check for travel deals and packages that may become available after Valentine's Day. Some travel agencies and hotels may offer discounts on romantic destinations… Remember to check online and in-store for the best deals, and keep an eye on social media, newsletters, and deal-finding websites for announcements and exclusive offers.”
Andrew Burnstine, Ph.D – Associate Professor, Lynn University
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