Love on a budget? Nearly half plan cheaper Valentine’s Day
This story version has been formatted as an on-air script for broadcast outlets. See the original research story here.
NEW RESEARCH HAS REVEALED THAT NEARLY HALF OF AMERICANS ARE DOING VALENTINE’S DAY THIS YEAR ON A BUDGET.
ACCORDING TO A SURVEY OF 2,000 U.S. ADULTS SPLIT EVENLY BY GENERATION FROM C-V-S, 48 PERCENT SAID THE CURRENT ECONOMIC CLIMATE WILL INCENTIVIZE THEM TO USE LOYALTY PROGRAMS, REWARDS OR DISCOUNTS MORE THAN PREVIOUS YEARS.
A GOOD PRESENT DOESN’T NEED TO BREAK THE BANK, AS 87 PERCENT BELIEVE THAT AN INEXPENSIVE VALENTINE’S DAY GIFT CAN BE JUST AS MEANINGFUL AS AN EXPENSIVE ONE.
CONDUCTED BY TALKER RESEARCH, RESULTS FROM THE SURVEY ALSO FOUND THAT TWICE AS MANY RESPONDENTS FEEL THAT PRACTICAL GIFTS ARE JUST AS THOUGHTFUL (69%) – IF NOT MORE – THAN ROMANIC GIFTS (30%).
WHAT ABOUT YOU? ARE YOU LOOKING TO KEEP THE FEELS HIGH BUT THE COST LOW THIS VALENTINE’S DAY?
Research methodology:
Talker Research surveyed 2,000 Americans evenly split by generation who have access to the internet; the survey was commissioned by CVS ExtraCare and administered and conducted online by Talker Research between Jan. 5 and Jan. 9, 2026. A link to the questionnaire can be found here.
To view the complete methodology as part of AAPOR’s Transparency Initiative, please visit the Talker Research Process and Methodology page.
Stories and infographics by ‘Talker Research’ are available & ready to use. Stories and videos by ‘Talker News’ are managed by Talker Inc. For queries, please submit an inquiry via our contact form.
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