Consumer Behavior
Generated by AI/Adobe Stock
February 11, 2026
Over half, 65%, of consumers will celebrate Valentine’s Day with Gen Z and millennials more likely to celebrate. The top shopping locations for Valentine’s Day purchases are Walmart (50%), Amazon (35%) and Target (25%).
Those are top findings from a Numerator survey, “2026 Holiday Intentions Preview.”
Additional findings, according to a press release, include:
- Nearly half (49%) of celebrators plan for the holiday one to two weeks in advance.
- Compared to all celebrators, Gen Z celebrators are twice as likely to plan more than six months in advance (12% vs. 6%).
- More than a quarter of consumers also intend to celebrate Galentine’s Day, with the holiday being more popular with Gen Z (28% intend to celebrate), Millennials (28%), and Gen X (23%).
- The top intended purchases for Valentine’s Day are candy (55%), food (53%), and gifts (28%).
