Goodbye to romance: Young adults lose interest in Valentine’s Day

Top reasons consumers aren’t celebrating Valentine’s Day:

  • Over-commercialized
  • Don’t have anyone to celebrate with
  • Not interested anymore

Percentage of People Planning to Celebrate Valentine’s Day

Year Ages 18-34 Ages 35-54  Ages 55 and older
2009 72% 65% 52%
2010 69% 61% 49%
2011 70% 59% 47%
2012 71% 61% 47%
2013 70% 62% 48%
2014 57% 55% 49%
2015 60% 58% 47%
2016 62% 56% 47%
2017 60% 57% 46%
2018 59% 57% 49%
2019 53% 52% 47%

Source: NRF’s 2019 Annual Valentine’s Day Spending Survey, conducted by Prosper Insights & Analytics

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