In the United States, the average Valentine's Day spending has increased yearly (except for this year). In 2010: $108 per person; 2013: $131 per person'; 2016: $146.84 per person; and 2017: $136.57. TOTAL spending in the US this year for Valentines is predicted to reach $18.2 billion down from $19.7 billion in 2016. Fortune Magazine stated that 80% of us want chocolate and candy; 25% also gave their valentine something for their pets. So, four legged critters get to celebrate too!