The coronavirus pandemic has had a profound impact on the daily lives of consumers in North America and will also change how people behave on the most romantic day of the year: Valentine's Day. Approximately half of consumers celebrating this day in 2021, plan to stay home or limit their time in public due to COVID-19. Additionally, nearly one in five people stated they would be spending less due to financial trouble brought on by the disease.

In 2021, many common celebratory traditions for Valentine's Day had been kept to a minimum due to COVID-19 concerns. That year less than 20 percent of Valentine's Day celebrators planned to go out for food and/or drinks. In 2022, over a third of survey respondents planned to celebrate the occasion by going out.

Compared to 2020, planned expenditures for various Valentine's Day activities in the United States were considerably lower in 2021: due to the impact of the coronavirus pandemic, dining out expenses on V-day are anticipated to decrease by approximately 20 percent. Unsurprisingly, travel spend was hit the hardest, dropping by an estimated 65 percent.