People Are Spending More on Valentine's Day, but Celebrating It Less The National Retail Federation says $20.7 billion will be spent on Valentine's Day in 2019. This is up from $19.6 billion spent last year In a new report, the NRF adds that only 51% of Americans will be celebrating the holiday. That's down from 63% in 2009. The NRF adds that for Valentine's Day 2019, people will spend an average of $162. That's a $60 increase from a decade ago.