Walmart remains the top destination for Valentine’s Day shoppers this year, with half of celebrators planning to buy their gifts there. According to Numerator’s “2026 Holiday Intentions Preview,” about 65% of consumers will celebrate the holiday.
Key Takeaways
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Walmart dominates holiday shopping: Half of Valentine’s Day shoppers plan to make purchases at Walmart, ahead of Amazon (35%) and Target (25%).
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Younger consumers set the tone: Gen Z and millennials are driving interest in Valentine’s Day and related celebrations, such as Galentine’s Day.
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Planning habits vary by generation: Nearly half of celebrators plan one to two weeks early, while Gen Z consumers are twice as likely as average to plan six months or more in advance.
