NEW YORK, Feb. 4, 2025 /PRNewswire/ -- A new survey from OurRitual reveals that financial pressure is making Valentine's Day feel more like a burden than a celebration. 58% of men and 45% of women report financial stress around the holiday, making it a leading concern in relationships.

While 68% of women also cite emotional pressure as a significant factor, the data suggests that financial expectations are a major source of stress across relationships, fueling growing dissatisfaction with the commercialization of Valentine's Day.

Despite this, many respondents say they prefer meaningful, low-cost gestures over expensive gifts—challenging the idea that grand displays define Valentine's Day.

"Valentine's Day is now just a show-off holiday, not about love. The expectation I would remove is the pressure to spend huge amounts of money just to prove love." (Male, 18-25)

Key Findings

• Financial pressure is the #1 complaint about Valentine's Day.
  • 58% of men and 45% of women say they feel financial stress around Valentine's Day.
  • 60% of men who report high pressure attribute it to financial expectations.
  • 30% of men in long-term relationships (10+ years) say they no longer celebrate.
• People are pushing back against the commercialization of Valentine's Day.
  • Many see the holiday as performative rather than meaningful.
  • Older respondents (36+) and long-term couples prioritize quality time over gifts.

"There seems to be more pressure as Valentine's Day has become more commercialized over the years and less about just spending quality time together." (Female, 46-55)

"The entire holiday now seems built on consumerism under the guise of affection." (Male, 36-45)

A Shift to Meaningful Celebrations

Many respondents rejected the idea that lavish spending is necessary for a meaningful Valentine's Day. Instead, they emphasized thoughtfulness, time together, and small gestures over material possessions.

"I feel love should not only be shared on Valentine's Day but every other day." (Female, 36-45)

"Time and effort are a much better way to say, 'I love you' than material possessions." (Male, 56-65)

Spending vs. Sentiment: A Growing Disconnect?

Despite the nearly $26 billion spent annually on Valentine's Day, many respondents feel pressured into celebrating in ways that don't align with what they truly want. 68% of women (36-55) value emotional connection over gift-giving, reflecting a broader shift away from materialism.

As consumers rethink how they celebrate love, brands and marketers may need to adjust their messaging—because Valentine's Day isn't dying, but how people celebrate it is changing.

For couples looking to prioritize connection over consumerism, OurRitual has created a free guide on building intimacy this Valentine's Day: Ourritual.com/v-day-intimacy

About the Survey

OurRitual conducted this survey in January 2025 with 1,011 U.S. adults in relationships, examining attitudes toward Valentine's Day, relationship pressures, and evolving expectations across demographics. For full survey results, contact OurRitual.

About OurRitual

OurRitual is a digital platform helping couples strengthen their relationships through expert-backed guidance and personalized tools. Learn more at ourritual.com.

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SOURCE OurRitual