What Men and Women Actually Want for Valentine's Day

Valentine's Day is just around the corner, and lovebirds everywhere are debating the timeless question: how should we celebrate? It could be a night on the town, a cozy evening at home, or something a little more adventurous, depending on your age, preferences, or specific culture.

And, even then, what do people actually want to do to celebrate the love in their lives? It's easy to fall into thinking the traditional ways of celebrating-think straight-up roses and a candlelit dinner-are the best ways to do it, but new trends and generations are saying otherwise. What's better is that men and women of all ages are following suit, embracing uniquely personal ways of celebrating more than ever. (That sounds more fun, anyway.)

So, in honor of love, sweet love, let's see what the data says about the most popular ways U.S. adults celebrate Valentine's Day (hopefully not that there's too little of it; we don't need any reminders).

Key Findings

• Among women, romantic nights out steal the spotlight, with nearly half the states choosing shared experiences over traditional gifts like jewelry or chocolates.

• For men, tech gear is the ultimate crowd-pleaser, dominating wish lists in 15 states, with practical gadgets outshining traditional gifts like whiskey and watches.

• Gen Z is the 'most single' generation for this upcoming holiday of hearts at 46%. We can't tell if they're sad about it or not.

• Over a third of each generation surveyed cited their reason for not celebrating Valentine's Day was because there was no one to celebrate with-a piece of data that actually hurts a little.

• The most popular way to celebrate is, naturally, the original language of love: food. Ranging between 36% and 49%, it seems that people of all ages can't get enough of not cooking on Valentine's Day. Make those rezos soon, folks!

• Nearly everyone surveyed (over 75%) agrees on one thing (which is remarkable) when it comes to this holiday, and that's how 'overrated' it has become. (While that might mean something different for everyone, we say just take 'em out to dinner anyway.)

Love is in the air, and for many women, it's all about experiences that create lasting memories. Romantic nights out top the wishlist in nearly half the states-think candlelit dinners, stunning city views, or any activity that sets the mood for meaningful connection. Still, classic gifts like roses and jewelry never go out of style, especially in regions where timeless elegance remains a must. Cozy nights at home and indulgent weekend getaways also make an appearance, proving that thoughtful, personal touches can outshine even the grandest of Valentine's gestures.

On the flip side, men lean toward gifts that blend practicality with a dash of indulgence. Tech gear stands out as a major favorite, offering everyday usefulness with a modern edge. Some men also appreciate a top-notch beverage-whiskey or craft beer-to toast the occasion in style. And it's not all about gadgets and drinks: romantic nights out, new watches, or quiet evenings at home still rank high for those who value a shared experience or a personal keepsake. Across the board, these preferences show that when it comes to Valentine's Day, men are looking for a gift they can genuinely enjoy-well beyond the 14th of February.

It's clear that men and women appreciate celebrating Valentine's Day in a variety of ways no matter where they live in the US. In the list above, you can see a state-by-state breakdown of the top gifts, both women and men in each state hope for. Let's break down the data a bit further and dig into the nuances of a holiday that can be both divisive and divine.

Valentine's Day celebrations often depend on relationship status, and the latest data on U.S. adults reveals what we already know: Gen Zers are primarily made up of cat people. Jokes aside, singles are most prevalent among this generation (46%), which may explain why this generation favors more casual experiences and time alone or with friends.

For millennials, a split between those married (43%) and in a relationship (27%) reflects a love for shared activities within a relationship. This makes sense because they were determined to be more emotionally connected than many of their baby boomer parents managed to be.

These celebrations often lean toward classic, intimate options like staying in to exchange gifts or going out to dinner...

No matter the relationship status, love takes center stage, whether it's through grand gestures, cozy nights in, or solo self-care vibes.

February would be nothing without Saint Valentine! Just kidding. That said, Valentine's Day may be a cornerstone of romantic culture, but not everyone is equally invested in the holiday-or being romanced at all. Gen Z is the least likely to celebrate, with just 23% marking the day annually and a majority (53%) skipping it altogether. Shocking.

Millennials (42%) and Gen Xers (44%) are the most consistent celebrators, with many making Valentine's Day a yearly tradition, but only 35% of older American men and women find themselves celebrating every year. Across all generations, around a quarter (24%-27%) celebrate only occasionally.

The takeaway? While Valentine's Day still holds strong cultural significance for a slew of Americans, many are shifting the way they celebrate-or claim self-love rooted in the idea of not celebrating at all. This data curiously leads to another great answer to the question of what men and women want for Valentine's Day: to not be judged for acting like it doesn't exist.

The numbers here don't lie-and they won't give anyone the warm fuzzies, either. Over two-thirds of US adults from every generation have three main reasons for not celebrating: they're sick of the commercialization, they can't afford it, or they simply don't have anyone to celebrate alongside. What's heart-wrenching is that of all three, not having someone there for a celebration to begin with is the largest percentage for each age group (34%-58%).

But maybe that's just the point: it feels weird for some to use Valentine's Day for self-care or a Galentine's celebration or a way to spend time with another loved one outside an intimate partner. While that's likely rooted in the cultural obsession with it being a day for mostly romantic love, rethinking and reshaping those beliefs and commercializations could help people who weren't previously on board to embrace the holiday in new ways.

Despite a contingent with deep interest in Valentine's Day, it has been on the decline over the last three generations, with a mere 16% of Gen Zers saying it's very meaningful to them and only slightly over 50% of each generation saying they think it's meaningful, period.

Although interest is technically declining, take note it's mostly in the 'very meaningful' category-not as a whole. In fact, they're tied for 1st with Baby Boomers in the belief that it's somewhat meaningful. This tells us that it's not so much about Gen Z not embracing Valentine's Day or not being interested in it at all, but more that they're trying very hard not to play into commercialized expectations and instead aim to find balance, rather than perfection, within it.

If you're in doubt about how your partner wants to celebrate, you can't go wrong with the answer that is the true backbone of the whole industry: a fancy dinner. Dining out is consistently popular, offering just the right mix of romance and indulgence. If you'd rather follow a fun recipe and cook together at home, consider exchanging thoughtful gifts-still a favorite across all generations.

Creating memories with one another rather than focusing on material things, on the whole, is on the rise with both men and women, and those who are millennials lead the charge. Nearly 4 in 10 say they'd prefer a memorable activity like hiking, pottery classes, or even an escape room over the typical roses-and-chocolates routine.

Did you know that your parents were likely part of the original Netflix and Chill movement? According to our data, Baby Boomers are champions of the cozy night at home, with nearly half (49%) opting for a romantic meal or movie night in their own space. Gen Z is second in line, with 27% saying they'd choose to stay in over dining out. Let's elaborate: Gen Zers are primarily cat people who are old souls on a late go-round.

Valentine's Day isn't just about love-it's also about budgets. We bet you can guess which generation of men and women lead in keeping things thrifty, with 41% setting a modest budget of $25–$50 (and only 7% splurging beyond $200). Meow.

Millennials loosen the purse strings, with 34% spending $51–$100 and a generous few, 18% willing to exceed $200. Gen X is a bit ahead with big bill use at 21%, but in first place at 26% are those who have been in the game for a minute: baby boomers.

These generational differences in priorities and spending power are undeniably rooted in the variable of stability over time. In other words, Gen Z's tighter budgets may reflect their age and financial circumstances, while older generations have more disposable income for indulgences (and for the same reasons).

Whether it's a budget-friendly date or a lavish celebration after 25 years, showing love can be as much about the flow as you want it to be.

Valentine's Day may be a holiday of love, but many adults feel the obsessive and droning media has made it too commercial: 77% of Gen Z, 81% of millennials, 83% of Gen X, and 78% of baby boomers believe this is the case.

This widespread perception highlights not only a shift toward prioritizing meaningful, personal gestures but also the fact that several generations still choose to celebrate even while acknowledging the annoyance of material commercialization (based on prior data).

Ultimately, what do men and women actually want when it comes to Valentine's Day? It seems that in order to truly get it, they've got to be in healthy relationships first-meaning that at the end of the day (literally), people want to find or have their person by their side...

The secret to making the day special if you are already attached? Knowing your partner's preferences, even if that means having staring contests with your cats for the afternoon. Either way, consider this your reminder to put yourself out there this Valentine's Day-even if it's just on your porch to grab takeout for yourself.

Methodology

In January 2025, we surveyed 2,000 US residents. Of our respondents, 1,000 identify as men, and the other 1,000 identify as women. Respondents ranged in age from 19 years to 56 years.

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