Growth Strategy Examples: Valentine’s Day is America’s Fastest-Growing Holiday

How 64% of Ardent Americans Celebrate Love in 2025

In recent years, Valentine’s Day has become the fastest-growing US holiday in popularity. Let’s explore growth strategy examples in the biggest categories for Valentine’s Day:

1. Gifts
2. Candy
3. Dining out (or in)

According to research by Numerator, all major holidays are remaining stable or growing in popularity. For instance, 1% more Americans plan to celebrate St. Patrick’s Day, Memorial Day, Labor Day and Halloween this year. But Valentine’s Day popularity has grown steadily at 4%, with 64% of US consumers planning to celebrate in 2025.

Year	Percentage of Americans Planning to Celebrate Valentine’s Day	Percentage Growth
2023	57%
2024	61%	+4%
2025	64%	+4%