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.

According to a study on Valentine's Day in 2022, the volume of online searches related to the holiday saw a decrease of 32.7 from February 2021 to 2022. Overall, the general online interest for Valentine's Day-related topics is slowing down since the COVID-19 pandemic. However, the search registered a growth of 102.6 percent from 2019 to 2020, which helped to hold the overall interest on the celebration in an overall increase of 32.1 percent when considering the analyzed period between 2019 and 2022.

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.

According to a study on Valentine's Day in the United States, online searches for terms related to Galentine's Day reached 322 thousand in January 2023. Overall, the interest in the alternative holiday has remained stable but had a whopping growth in 2022, when searches reached 254 thousand in January and 903 thousand in February of that year. Celebrated on the day prior to Valentine’s Day, searches for the festivity’s meaning have also registered their highest value to date for the month of January 2023.

Ladies celebrating ladies You read it right: Galentine's Day is an unofficial holiday created by Amy Poehler's character Leslie Knope in season 2, episode 16 of the television series Parks and Recreation. Originally aired by American broadcaster NBC on February 11, 2010, the episode shows how Leslie gathers with her female friends to “leave our husbands and our boyfriends at home and we just come and kick it, breakfast style.” The festivity which celebrates platonic love and care between women struck a chord, , since the U.S. online search volume regarding "gifts for him" is usually  two times higher than "gifts for her”.

Valentine's Day: same as it was? Officially celebrated on February 14th, Valentine's Day appears to be recovering after the COVID-19 pandemic: spending for the holiday in the United States is projected to reach approximately 26 billion U.S. dollars in 2023, increasing of more than 2 billion dollars since the previous year. Still, consumers are being more cautious regarding how much they want to spend on gifts for the celebration due to the overall price increase of global inflation in 2023.