Men Pay Up This Valentine's Season

New research finds that this Valentine's Day Americans, specifically men, are digging deeper into their pockets than ever before.

They say you can’t buy love, but research shows consumers are spending more than ever this Valentine’s season.

According to Mother Nature Network, research from the National Retail Federation (NRF) estimates the total spending will reach $17.6 billion, with the average person spending more than $126, up nearly 10 percent from last year and the most ever in the survey's 10-year history.

Not everyone will dig as deeply into their wallets, however. The average male is expected to spend $168.74 — nearly twice as much as women — on clothing, jewelry and greeting cards, among other things.

Data shows consumers spend the most on their better halves, an average of $74. They’ll also spend an average of more than $25 on their children, parents or other family members, nearly $7 on friends and even $4.50 on their pets.

The 2012 Valentine’s Day Consumer Intentions and Actions study is based on surveys of more than 9,000 U.S. consumers.

Rarity February 09, 2012 at 05:49 AM
We shouldn't need a day to remind us of our loved ones.
Josh Semendoff February 09, 2012 at 01:39 PM
I have to be honest that as a guy I have felt undue pressure on v-day to spend $x.xx amount of dollars due to the expectations of some...let's just say "people". To all the guys out there in Patchland, showing a woman that you love her creatively is far more effective in my opinion than through conventional means such as jewelery, flowers, pajamagrams and so on.
Lizzie Hedrick February 09, 2012 at 01:42 PM
Obviously, nobody can single-handedly protest commercialism...without coming off as a jerk. So if you're going to drop the cash, at least support your local businesses! Think of it this way, local florists and jewelers need Valentine's Day to succeed, just like accountants need tax season.
Lisa Buchman (Editor) February 09, 2012 at 02:16 PM
If my husband is reading, a card would be just fine. Flowers do have a way of making the kitchen cheery...but on the whole, Josh, I agree with you—and "creative" includes doing the dishes and taking the dog for a walk! Now that's lovely.
Josh Semendoff February 09, 2012 at 03:30 PM
Creative this year meant that I gave my girlfriend her gift on Jan. 22. Why? Because I had already bought it for her and she needed a pick-me-up at that exact moment. We'll still do something probably for V-day, but more importantly, I think she likes the other 364 days a year I let her know how special she is.
Krista Madsen February 09, 2012 at 03:31 PM
You win for "best boyfriend." I agree.
Josh Semendoff February 09, 2012 at 03:53 PM
Thanks Krista but I still on occasion leave the toilet seat up and forget my reusable grocery bag so I have a very long-way to go unfortunately.


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