As of 2014, Americans spend an average of $135.10 on Valentine's Day gifts, according to Business Insider. Men tend to spend, on average, more than twice as much as women for this romantic commercial holiday. As a whole, consumers in the United States spend upwards of 17 billion dollars on traditional items for this holiday, which include flowers, chocolate and other candies, jewelry, greeting cards and clothing.
Though people in the United States spend billions of dollars for the Valentine's Day holiday, many gifts associated with the holiday, such as jewelry and lingerie, are typically discounted during the month of February to entice consumers into buying. Valentine's Day gifts are not just for romantic couples; some consumers also buy gifts for pets and family members. More men buy flowers for the holiday than women, though more than 30 percent of women in the United States purchase flowers for the occasion, typically for a mother or daughter.