Billions being spent despite fewer people celebrating Valentine’s Day

Franklin County

Ten years ago, more than 60 percent of Americans celebrated Valentine’s Day, but today it’s just over half. Even so, people are spending more on Valentine’s Day, billions more.

“We’re selling lots of greeting cards and lots of heart-shaped Russell Stover chocolates,” said Bill Baker, owner of Baker Office Supply in Greenfield.

Valentine’s Day is a romantic holiday celebrated each year on February 14. People were out Thursday doing some last minute shopping for their loved ones.

Artemis Parvati of Northampton told 22News, “We’re all living really busy lives and taking a moment to remind them that they are special and loved.”

And despite fewer people celebrating the holiday this year, the National Retail Federation estimates the average person celebrating will spend about $160.

But the number of those planning to celebrate Valentine’s Day has significantly dropped over the past 10-years.

The NRF found that younger people are doing Valentine’s Day differently. More than one-third of those under the age of 35 who say they are not celebrating, still have plans to splurge on themselves or spend time with other single friends.

And for those who do celebrate Valentine’s Day are spending more than ever — with this year’s spending is estimated at more than $20 billion.

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