The US National Retail Federation NRF surveyed American citizens about their spending on the Valentine's Day. Despite the fact that this year the share of those who celebrate the holiday has decreased to 51% from 55% in 2018 and 63% in 2007, it is expected that on the holiday this year the expenses of Americans will increase by 5.6% and reach a record size of 20 billion 700 million dollars. On average, the expenses per American will be 161 dollars 96 cents, up 13% over last year. The dynamics of spending by men and women will be different. It is expected that men this year will spend 20% more than last year, and the expenses of women will be reduced by 1%.