People Are Spending br More on Valentine's Day, br but Celebrating It Less The National Retail Federation says $20.7 billion will be spent on Valentine's Day in 2019. This is up from br $19.6 billion spent last year In a new report, the NRF adds that only 51 of Americans will be celebrating the holiday. That's down from 63 in 2009. The NRF adds that for Valentine's Day 2019, br people will spend an average of $162. That's a $60 increase br from a decade ago.