Nicole Larson
While the first quarter of the year is typically slow for retail, February stands out as a key driver of consumer spending, thanks to two significant events: Super Bowl Sunday and Valentine’s Day. Both occasions generate billions in sales across multiple categories, from food and beverages to gifts and experiences. Even as consumer optimism is expected to be tempered in 2025, retailers continue to leverage these celebrations with targeted promotions, seasonal merchandise, and in-store experiences that boost traffic and sales.
Valentine’s Day consistently leads in total and per-person expenditures, reflecting its broad appeal across multiple gifting categories. In contrast, though lower in total spending, Super Bowl Sunday has shown steady growth, solidifying its status as a major shopping event. Despite economic fluctuations, consumer spending on both events in February has remained historically resilient, highlighting their deep-rooted presence in retail and their role as strong revenue drivers for businesses.
Super Bowl Sunday
Super Bowl LIX, featuring the Kansas City Chiefs and the Philadelphia Eagles, is set to take place on February 9th at the Caesars Superdome in New Orleans. This year’s event is projected to generate a record $18.6 billion in consumer spending as millions of Americans prepare for watch parties and celebrations. With 203.4 million U.S. adults expected to tune in, the demand for food, drinks, apparel, and party supplies remains robust, highlighting the Super Bowl’s deep integration into social and retail culture.
Despite forecasts suggesting conservative consumer spending in 2025, many are willing to splurge on worthwhile experiences. Ticket prices reflect this enthusiasm, with seats ranging from $6,000 to a staggering $64,000 on platforms like Ticketmaster, while the average ticket price hovers around $11,000, according to TickPick. Additionally, 17.6 million people plan to watch the game at bars and restaurants, providing a welcome boost to the hospitality and food service sectors. Consumers are anticipated to spend an average of $91.58 per person, underscoring the Super Bowl’s ongoing impact on consumer behavior and economic activity.
Valentine’s Day
Hot on the heels of the Super Bowl, Valentine’s Day retail sales are projected to reach a record-breaking $27.5 billion, surpassing last year’s $25.8 billion and slightly above the previous record of $27.4 billion set in 2020. Consumers plan to spend an average of $188.81 on gifts, dining, and experiences, with jewelry ($6.5 billion), evenings out ($5.4 billion), and flowers ($2.9 billion) among the most popular categories.
In line with 2024, the top shopping destination remains online (38%), followed by department stores (34%), discount stores (29%), and florists and specialty stores (tied at 18%). Notably, spending isn’t limited to significant others—gift-giving for friends, co-workers, and even pets has grown significantly, demonstrating a broader cultural shift in how people celebrate the holiday.
Final Whistle: February’s Retail Win
From game-day spreads to heartfelt gifts, February delivers a one-two punch for retailers, proving that consumers are willing to indulge in celebrations that matter to them even in a cautious spending environment. The Super Bowl’s party-fueled spending and Valentine’s Day’s sentimental splurges drive sales and reinforce the power of experience-driven retail. As retailers refine their strategies to capture these moments—whether through promotions, in-store experiences, or digital engagement—February remains a crucial month that keeps registers ringing long after the holiday rush has faded.
Anjee Solanki
