People are spending more on Valentine's Day, but celebrating it less. The U.S. National Retail Federation says $20.7 billion will be spent on Valentine's Day in 2019. This is up from $19.6 billion spent last year. In a new report, the NRF adds that only 51 per cent of Americans will be celebrating the holiday. That's down from 63 per cent in 2009. The NRF adds that for Valentine's Day 2019, people will spend an average of $162. That's a $60 increase from a decade ago.