Nearly 1 in 4 Americans Are Cutting Back on Valentine’s Gifts This Year

Nearly one in four US consumers (23%) say they’ve reduced or stopped buying holiday gifts – including Valentine’s Day gifts – over the past 12 months to save money, according to a new survey from ecommerce marketing company Omnisend. Yet despite pulling back on gifting, many shoppers report spending more online overall – driven largely by inflation (39%) and higher shipping and delivery fees (23%).

“What’s changing isn’t the desire to celebrate – it’s how shoppers justify the purchase,” said Marty Bauer, ecommerce expert at Omnisend. “Consumers are still spending online, but higher delivery fees and everyday inflation are forcing trade-offs. Brands that win Valentine’s Day in 2026 will be the ones that make gifting feel easy: clear shipping cutoffs, bundles under $50, and personalized reminders timed to delivery windows.”

Consumers cut gifting – but rising costs push monthly online spending higher

While 23% of consumers say they’ve cut back on online holiday gifting, many shoppers report their overall online spending is still increasing.

In fact, almost half of consumers surveyed  are spending more online per month than a year ago, with:

• 17% spending $100–$199 more per month
• 16% spending $50–$99 more per month
• 6% spending $500 or more per month

When asked why their online spending increased, shoppers overwhelmingly pointed to external cost pressures rather than increased consumption. The survey found:

• 39% say their online spending increased due to inflation
• 24% say they believe tariffs and trade policies have contributed to higher prices
• 23% point to shipping or delivery fees
• 12% say they’re purchasing higher-quality products

“This trend highlights an important nuance for retailers: shoppers may be spending more overall, but that doesn’t mean they’re buying more items – making value, personalization, and timing even more critical for Valentine’s Day campaigns,” says Bauer.

What it means for retailers this Valentine’s Day

Retailers can capture Valentine’s demand by leaning into bundles under $50, guaranteed delivery messaging, and early reminders through email and SMS that help shoppers avoid rush shipping fees. Brands should also highlight free shipping thresholds and promote “ready-to-gift” products that reduce decision fatigue.

“As shoppers become more selective, brands that offer convenience, value, and personalization will be best positioned to capture demand,” added Bauer.