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Is love in the air? This year, it just might be. New CivicScience data show that half of U.S. adults plan to celebrate the holiday, an increase from five years ago but consistent since 2022. Staying in remains the most popular way to mark the occasion, followed by dining out at a restaurant or bar. Meanwhile, fewer people are opting for events or gatherings at a friend or family member’s home.


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Another celebration gaining traction is Galentine’s Day – a twist on Valentine’s Day centered on female friendships. This year, 18% of U.S. women have definite plans to celebrate, an eight-percentage-point increase from two years ago. Additionally, another quarter say they ‘maybe’ would celebrate Galentine’s Day. 

Self-gifting is down, but not for Gen Z.

Buying oneself a gift on a holiday has been a growing trend seen in CivicScience data, especially throughout the winter holiday season. Just over one-third of Americans (34%) plan to self-gift this Valentine’s Day, down from 37% last year. However, Gen Z  – the most likely age group to self-gift in general – is even more likely to buy themselves a gift this year compared to 2024. Sixty percent of young adults 18-24 are at least ‘somewhat’ likely to buy themselves a Valentine’s Day present this year, up from 58% last year.

In addition to Gen Z, here’s who’s most likely to self-gift this holiday:

  • Democrats are 18 points more likely than Republicans to self-gift
  • Those with a household income under $50K are far more likely to self-gift than middle and higher-income earners, likely a proxy for age
  • Women continue to be the most likely to self-gift (40% vs. 28% of men)
  • Those who splurge on expensive meals
  • Americans who pay the most attention to TV and social media ads
  • Podcast listeners – over three-quarters of self-gifters listen to podcasts
  • Cord cutters: self-gifters are almost twice as likely to have cut the cord compared to those who aren’t self-gifting this year

Candy, chocolate, and flowers top Valentine’s Day gifts this year, but Gen Z is more likely than older generations to buy clothing and beauty products.

New CivicScience data show that 57% of U.S. adults will likely buy a Valentine’s Day gift this year. In particular, they’re by far most likely to buy candy and chocolate (28%), followed by flowers (15%). Younger Americans – who are most likely to be shopping for Valentine’s Day gifts – are more likely to purchase things like clothing/accessories/jewelry and beauty products compared to those 45+. Those 45+ skew more toward not buying Valentine’s Day gifts at all, with chocolate/candy being their most popular gift.


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Valentine’s Day is shaping up to be a bright spot this year, with over half of Americans planning to celebrate. While staying in remains the most popular way to mark the occasion, emerging trends like self-gifting present key opportunities for brands – particularly among Gen Z, cord-cutters, and podcast listeners. Whether consumers are embracing Galentine’s Day, treating themselves, or sticking to traditions, their evolving preferences are reshaping how brands engage with Valentine’s Day shoppers in 2025.

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