While coastal cities are often recognized for romance, Utah, with 31%, stood out as the most “Valentine ‘s-loving” state in the country, experiencing nearly double the transaction increase compared to New York or California.

The data map above shows the “Passion Index” for the United States, which quantifies the extent to which people spend more on February 14th than on a typical Friday.

The visual data in the graphic above comes from Toast. 

Since Valentine’s Day fell on a Friday in 2025, the map reflects the “Maximum Peak” of consumer activity, as the usual Friday night outing was amplified by holiday spending.

TL;DR 

• In 2025, Utah (+31%), Florida (+29%), Arizona (+27%), and Hawaii (+25%) acted as the industry’s “sweethearts,” driving the traffic surge and keeping kitchens in the weeds until late in the night.
• Practical gifts dominated, with data revealing significant rises in sexual wellness products, indicating a move away from traditional romance.
• Restaurants may experience revenue growth driven by a “staple bias” toward steak and pasta, fueled by the anticipation of wider distribution on Saturday in 2026.

Big City “Bore”

Surprisingly, major hubs like New York City saw a 6% decrease in Valentine ‘s-related orders compared to the national average. Specifically, Maine, Oregon, Rhode Island, and Wisconsin lagged behind the national average and were actually slower than a typical Friday in 2025.

This shows that large metropolitan areas tend to order fewer traditional Valentine’s items than the rest of the country. 

The data indicates that in busy urban areas, Valentine’s Day often feels like just another Friday night. With numerous romantic options available, individuals may be less inclined to rely on traditional gifts.

Meanwhile, smaller states tend to turn the holiday into a significant event, with a noticeable rise in transactions.

What are People Buying? 

To get a clearer picture of what people are actually buying, we checked Instacart’s 2025 data.

One observation was that sexual wellness product orders peaked on Valentine’s Day. 

This indicates a shift towards “results-oriented” romance, moving away from traditional gestures like flowers.

• Condom packs increased by 62% relative to the annual average.
• Vibrators and massagers saw a 74% increase
• Personal lubricants rose by 50%.

While grooming kits and protein bars weren’t specifically emphasized, the data indicate that wellness products are gaining prominence alongside classics such as chocolates and flowers. 

Data Explained already reported that Jewelry will top U.S consumer purchases for valentine’s day gift in 2026, at the expected total value of $7 billion.

Steak and Pasta Peak

With a variety of global cuisines on the menu, Valentine’s Day 2025 clearly exhibited a “staple bias” in U.S. restaurants, with classic dishes such as steak, pasta, and pastries accounting for a 34% increase in revenue relative to an average Friday. 

According to the Toast report, steak sales rose by 99%, highlighting consumers’ strong preference for traditional romantic foods.

Pasta orders increased by 49%, and desserts and pastries by 53%, together accounting for the majority of the holiday’s financial boost. 

Less typical items underperformed:

• Hot dogs declined by 10%
• Beer sales dropped 5%,
• Wine sales also increased by 38%

The “Weekend Effect”

Last year, with Valentine’s Day on a Friday, restaurants experienced a historic spike in transactions from 5 p.m. to 10 p.m., reaching maximum capacity for five hours as holiday dining intensified over the weekend. 

This “dinner rush” not only peaked but remained high. It’s anticipated for the 2026 period too. 

This year, Valentine’s Day falls on a Saturday and is followed by Presidents’ Day weekend, spreading celebrations across several days with Friday previews, Saturday events, Sunday brunches, and Monday extensions. 

The “Group Dates (Galentines) Effect”

Group dates and Galentine’s celebrations, usually on February 13, also boosted Valentine’s spending in 2025. 

OpenTable reported a 34% increase in parties of six or more compared with 2024, with additional sales from shared appetizers, desserts, and drinks that increased restaurant revenue. 

This trend also affected February 14, when 51% of diners considered double dates, contributing to transaction growth through communal ordering.

Instacart data showed that Galentine’s gifts, such as flower bouquets for friends, indirectly contributed to the increase.

ELI5

Utah had the largest increase in Valentine’s Day shopping in 2025, rising 31% to outpace states such as New York and California, where sales declined below usual levels. 

This indicates that people in smaller southern areas appeared to care more about love-related matters, according to the “Passion Index.” 

Could this change for 2026? We’ll update this report accordingly once the data is available. 

Sources: 

Toast, Instacart, Circana, OpenTable, ClarionLedger