Valentine's Day study: Love takes priority, but financial pressures remain

[New Sancai Compilation First] A recent study of U.S. consumers conducted by Empower shows that although 67% of Americans put love before money, financial problems still exist, and 37% of those in a relationship put finances first. considered as a major source of stress.

The research sheds light on various aspects of Americans’ spending habits and financial dynamics in their relationships. Disagreements around spending habits (38%), budgets (33%) and financial priorities/goals (20%) are common stress points between couples, with one in seven married people admitting to not knowing their spouse’s debt.

For many people, Valentine's Day is a litmus test for financial commitment. While 26% of Americans plan to give up spending in a relationship entirely, those who do plan to spend on gifts expect to spend an average of $136. The pressure to overspend is palpable, with one in four Americans feeling compelled to go beyond their desired vacation budget.

The study reveals generational differences in priorities. While most baby boomers (73%) prioritize love over career advancement, Gen Z is more likely to prioritize financial success. In addition, Generation Z feels the financial pressure in relationships most strongly, with 48% saying money is a major source of stress.

To reduce spending, many respondents adopted strategies such as choosing cheaper gifts (30%), celebrating on alternate days to avoid peak prices (19%) and cooking at home (20%).

Men expect to spend slightly more ($163) than women ($107), with Millennials anticipating the highest average expenditure at $145 and Baby Boomers anticipating the lowest average expenditure at $96.

(Compiled by: Wang Jimin)

(Editor: Jiang Qiming)

(Source of the article: Compiled and published by New Sancai)