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Valentine’s Day spending 2024

Americans will spend roughly $2.89 billion on roses in 2024.

Nothing says Valentine’s Day like red roses — so much so that we’ll be shelling out about $2.89 billion on roses in 2024, according to the latest research conducted by

How much does a dozen roses cost?

As it stands, wholesale prices(1) for roses are 12.31% higher in 2024 than in the weeks leading up to Valentine’s Day in 2023.

Lucy Sandler, one of the owners of House of Blooms in New Jersey, told Finder that while every shop is different, as a general rule of thumb, you can expect to see the flowers marked up around 3.5X.

So, with wholesale prices currently sitting at around $18.50 for a bunch of 10 roses, Finder is projecting that the average cost for a dozen roses will be $76.65 in 2024, up from $68.25 in 2023.

Here’s how the total adds up:

Other Valentine’s Day stats

While prices are on their way up, the number of people buying roses is headed in the other direction. Back in 2007, 63% of American adults said they’d be celebrating Valentine’s Day compared to 53% in 2024, according to the National Retailers Federation (NRF).(2)

While flowers are synonymous with Valentine’s Day, candy is the top choice for gift-givers at 57%. In fact, it’s been the top choice for Valentine’s Day shoppers since 2016, when it dethroned greeting cards, which has been in the second spot ever since.

Americans will be shelling out $25.8 billion on Valentine’s Day gifts in 2024, according to the NRF. About 55% of that spending, $14.2 billion, will be spent on a significant other.

Previous Finder Valentine’s Day surveys

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Richard Laycock, Insights editor and senior content marketing manager


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Senior editorial manager

Richard Laycock is Finder’s NYC-based senior content marketing manager & insights editor, spending the last decade data diving, writing and editing articles about all things personal finance. His musings can be found across the web including on NASDAQ, MoneyMag, Yahoo Finance and Travel Weekly. Richard studied Media at Macquarie University, including a semester abroad at The Missouri School of Journalism (MIZZOU). See full bio

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2 Responses

    Default Gravatar
    FarrelFebruary 14, 2019

    Why was Valentine’s day named after a beheaded priest?

      Default Gravatar
      nikkiangcoFebruary 16, 2019

      Hi Farrel,

      Thanks for getting in touch! The date of Fr. Valentine’s death may have become mingled with the Feast of Lupercalia, a pagan festival of love. On these occasions, the names of young women were placed in a box, from which they were drawn by the men as chance directed. In 496 AD, Pope Gelasius decided to put an end to the Feast of Lupercalia, and he declared that February 14 be celebrated as St Valentine’s Day.

      Hope this helps!


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