Valentine's Day Consumer Data

Happy Valentine's Day! In this dataset, we're exploring Valentine's Day survey data. The National Retail Federation in the United States conducts surveys and has created a Valentine's Day Data Center so you can explore the data on how consumers celebrate.

The NRF has surveyed consumers about how they plan to celebrate Valentine’s Day annually for over a decade. Take a deeper dive into the data from the last 10 years, and explore the demographic breakdown of total spending, average spending, types of gifts planned, and spending per type of gift.

Data Dictionary

historical_spending.csv

variable	class	description
Year	double	Year
PercentCelebrating	double	Percent of people celebrating Valentines Day
PerPerson	double	Average amount each person is spending
Candy	double	Average amount spending on candy
Flowers	double	Average amount spending on flowers
Jewelry	double	Average amount spending on jewelry
GreetingCards	double	Average amount spending on greeting cards
EveningOut	double	Average amount spending on an evening out
Clothing	double	Average amount spending on clothing
GiftCards	double	Average amount spending on gift cards

gifts_age.csv

variable	class	description
Age	character	Age
SpendingCelebrating	double	Percent spending money on or celebrating Valentines Day
Candy	double	Average percent spending on candy
Flowers	double	Average percent spending on flowers
Jewelry	double	Average percent spending on jewelry
GreetingCards	double	Average percent spending on greeting cards
EveningOut	double	Average percent spending on an evening out
Clothing	double	Average percent spending on clothing
GiftCards	double	Average percent spending on gift cards

gifts_gender.csv

variable	class	description
Gender	character	Gender only including Men or Women
SpendingCelebrating	double	Percent spending money on or celebrating Valentines Day
Candy	double	Average percent spending on candy
Flowers	double	Average percent spending on flowers
Jewelry	double	Average percent spending on jewelry
GreetingCards	double	Average percent spending on greeting cards
EveningOut	double	Average percent spending on an evening out
Clothing	double	Average percent spending on clothing
GiftCards	double	Average percent spending on gift cards

Planned Valentine’s Day spending in the United States was expected to reach around 27.5 billion U.S. dollars in 2025. This is an increase of about 1.6 billion dollars from 2023 and the highest spending seen. Valentine’s Day is celebrated every year on February 14th and is commonly considered the most romantic holiday of the year. Are you excited for Valentine’s Day? When asked whether they were planning to celebrate Valentine's Day in 2025, just over half of U.S. survey respondents stated they would. The number of participants in the United States tends to stay similar each year, but has decreased overall compared to a decade and a half ago. What do Americans spend their money on for Valentine’s Day? In recent years, some of the more popular gifts or experiences to give someone special on Valentine’s Day in the United States were candy and/or a greeting card. Other gifts commonly given and received, included flowers and an evening out. When it comes to the gift recipient, the majority of spending was for the buyer's significant other (or spouse), followed by other family members.

NRF has surveyed consumers about how they plan to celebrate Valentine’s Day annually for over a decade. Take a deeper dive into the data from the last 10 years, and use the interactive charts to explore a demographic breakdown of total spending, average spending, types of gifts planned and spending per type of gift.

The survey of 7,728 U.S. adult consumers was conducted January 3-11 and has a margin of error of plus or minus 1.1 percentage points.

Link to the source :- https://nrf.com/topics/holiday-and-seasonal-trends/valentines-day/valentines-day-data-center

This data is an analysis of the gift purchases on Valentine's Day. The celebration of love inspired the use of the dataset.

Data source link: https://www.kaggle.com/datasets/johnkiriba/valentines-sales-data