Valentine’s Day spending is expected to hit $27.5 billion this year, with the average person spending $188.81. The biggest expenses include candy (56%), flowers (40%), cards (40%), and a night out (35%). While traditional gifts like jewelry are still popular, Millennials and Gen Z are driving demand for lab-grown diamonds as real diamonds decline in popularity. A surprising trend shows 32% of people will celebrate with a friend, up from 28% last year, and 19% will spend Valentine’s with a coworker.

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