The National Retail Federation expects that 35% of U.S. consumers will buy their Valentine's Day gifts online.  The organization also estimates that consumers will spend a total of $25.9B during the holiday.  The estimate will represent an increase from the $23.9B spent in 2022. Consumers will spend, on average, $192.80, which after 2004 is the highest estimate recorded by the Federation. The demographics that will spend the most are those aged between 35 to 44, with an average of $335.71. 20% of consumers will purchase gift cards as Valentine's Day gifts.