Valentine's Day: a blossoming celebration of love and spending

Flowers, chocolates, dinners for two... the searches in the U.S. show that love is still alive and ready to drive consumer spending.

On Valentine’s Day, both love and commerce flourish. This holiday, one of the largest in the United States and the world, celebrates lovers and provides a boost to the economy. In the days leading up to February 14th, sales of flowers and chocolates reach record levels in the U.S. While both are popular ways to express love, some states have particular preferences.

A study conducted by CBS Data analyzed Google searches by state to uncover what lovers are most searching for to celebrate Valentine’s Day. Flowers, chocolates, dinners for two… the searches show that love is still alive and ready to drive consumer spending.

The Sweetness of Love: Chocolate

Chocolate is a favorite at any time of the year, but on Valentine’s Day, it becomes one of the main symbols of the holiday. According to a press release from Cargill, a chocolate supplier, this year the U.S. will purchase around 75 million pounds of chocolate. To put it into perspective, this is equivalent to 800 million individual pieces of chocolate.

Data from Google Search Trends, analyzed by CBS Data, revealed that chocolate is one of the most searched products during this time, ranging from recipes to nearby stores. Additionally, with information from Yelp, the organization identified the states with the most chocolate shops per million inhabitants:

Hawaii – 22 chocolate shops per million residents
Alaska – 19 chocolate shops per million residents
Vermont – 17 chocolate shops per million residents
Connecticut – 17 chocolate shops per million residents
Oregon – 15 chocolate shops per million residents

Flowers for the Soul

Although chocolate is popular during this time, not everyone enjoys this sweet treat. A 2022 survey conducted by Sugarbreak showed that only 67% of Americans consume chocolate on Valentine’s Day. So, the other favorite way to express love is through flowers.

In 2024, American Airlines Cargo reported that over 1.2 million pounds of flowers were transported before February 14th. According to CBS Data’s analysis, Google Trends shows that flowers are more commonly searched for the day before Valentine’s. The data reveals that only in six states is the word “chocolate” searched more, while in the rest of the U.S., “flowers” is the predominant term.

According to the Society of American Florists, Valentine’s Day accounts for 30% of all floral purchases during the holidays, surpassing Christmas, Mother’s Day, and Thanksgiving. In fact, around 250 million roses are grown every year exclusively for this day.

Dinners, Jewelry, and More Gifts

Valentine’s celebrations are not limited to flowers and chocolates. According to the latest annual survey from the National Retail Federation and Prosper Insights & Analytics, Americans plan to spend $14.6 billion this year to celebrate the holiday.

The National Retail Federation report also reveals the most popular Valentine’s Day gifts:

Chocolates and candy – 56%
Flowers – 40%
Cards – 40%
Dinner or night out – 35%
Jewelry – 22%

Valentine’s Day continues to be a powerful driver of both emotion and consumer activity. Whether through the sweet treat of chocolate or the timeless beauty of flowers, Americans have many ways to celebrate love. As the economy blooms alongside the flowers, it’s clear that this holiday is not just about romantic gestures but also about the ever-growing retail industry.