How can people be spending more if they are cutting back on holiday gifts, including for Valentine’s Day? A survey by marketing firm Omnisend found that 23% of consumers said they had cut back on online holiday gifting, yet almost half of survey respondents said they were spending more online per month than a year ago.
The culprits: inflation, tariffs and higher shipping and delivery fees.
When asked why their online spending increased, respondents pointed to external cost pressures rather than increased consumption:
- 39% say their online spending increased due to inflation
- 24% say they believe tariffs and trade policies have contributed to higher prices
- 23% point to shipping or delivery fees
- 12% say they’re purchasing higher-quality products
The survey found that 17% of respondents are spending $100–$199 more per month; 16% are spending $50–$99 more per month; and 6% are spending $500 or more per month.
Omnisend surveyed 1,000 U.S. consumers aged 18+ in January 2026 via an online survey and weighted results to be nationally representative by age and gender. Its conclusion: “Brands that win Valentine’s Day in 2026 will be the ones that make gifting feel easy: clear shipping cutoffs, bundles under $50, and personalized reminders timed to delivery windows.”
