Even heart-shaped candies, a symbol of February 14, carry a more practical message this year. Alongside classic phrases like "Kiss me", the market features messages about financial responsibility such as "Split rent" or "Cook for two". This reflects cost concerns for those wanting to indulge their partners on the holiday.

Reports from U.S. policy research organizations Groundwork Collaborative and The Century Foundation show that while overall inflation has fallen to 2,7%, prices for essential dating items are still climbing. Specifically, candy and gum are up 10% compared to last year; flowers and plants are up 7,2%; and dining out costs 4,1% more.

This situation illustrates a "K-shaped economy"—where high-income groups remain financially stable, while others struggle. This disparity extends to Valentine's Day plans.

Elizabeth Pancotti, Policy Director at Groundwork Collaborative, noted that premium consumers remain optimistic due to stable finances, ready to buy gold or luxury goods. Conversely, most people are tightening their belts, opting for cheaper bouquets or skipping restaurant dinners, as the price of a single rose bouquet has increased 17%, reaching 13 USD.

Polarized dating trends on Valentine's Day influenced by price hikes in the United States. Photo: BI

BMO's Real Financial Progress Index (U.S.) indicates a widening spending gap: one group is willing to spend at least 300 USD on a date, while the other spends nothing.

Paul Dilda, Head of Consumer Strategy at BMO, commented: "One side completely cuts romantic expenses, replacing restaurants with home-cooked meals, and movie tickets with popcorn on the sofa; the other still opens their wallet for luxurious dates."

Google search data for "Valentine's at home activities" is rising again. David Branch, manager at Wells Fargo's Agricultural and Food Institute, stated that most chocolate this year was produced when cocoa prices peaked, making it difficult for consumers to find cheap options.

Sensing the trend of tightening budgets, many businesses are offering deals. The TGI Fridays restaurant chain introduced a three-course meal for two people priced at 50 USD. IKEA also joined in with an inexpensive Valentine's dinner including free meals for children.

Despite general difficulties, the National Retail Federation (NRF) still forecasts Valentine's Day spending to reach a record 29,1 billion USD.

Katherine Cullen, Vice President of NRF, explained that this growth primarily comes from middle and high-income groups, as they expand their gift-giving to friends, colleagues, and pets.

For young people like Charlize Alcaraz, 24, in Toronto (Canada), this Valentine's Day is more subdued. She and her boyfriend decided to combine their anniversary and Valentine's Day, staying home to watch movies and drink wine instead of taking a luxurious trip.

"Previously, we would typically budget 200 CAD (147 USD) each for gifts, but now we both agreed to save money. Just having dinner together is a gift itself," Alcaraz said.

By Minh Phuong (According to Insider)