As Valentine’s Day approaches, Americans now face a 51% jump in the cost of a classic romantic celebration compared with a decade ago.

According to data analyzed by financial research firm InvestorsObserver, the combined cost of the five most popular Valentine's Day gifts has risen from $512 in 2016 to $744 in 2026. That includes a 236% increase in the average cost of a box of chocolates, a 160% jump for a dinner for two, and a 66% increase in the price of a dozen roses.

"From a finance perspective, it’s clear romance has got a lot more expensive,” said InvestorsObservers senior analyst Sam Bourgi in a February 5 release.

A survey of 1,000 American consumers from e-commerce marketing platform OmniSend seems to back that assertion up, with 23% of respondents saying that they've cut back on or stopped buying holiday gifts – including for Valentine's Day — over the last 12 months to save money. And while nearly half of consumers reported spending more per month compared to a year ago, 39% said that the main culprit for that increase is inflation, with another 24% blaming tariffs and trade policies.

InvestorsObservers also found that a shifting pricing landscape has even led to change in the types of gifts people are buying. Whereas a box of chocolates was the most popular gift in 2016, today, the top spot is now occupied by greeting cards. Meanwhile, champagne — which has seen its average price per bottle balloon by 127% — has dropped out of the top five altogether, while flowers and jewelry have slipped down the list, as higher prices have pushed shoppers toward lower-cost, more symbolic gestures over traditional big-ticket Valentine’s Day splurges.