Restaurant reservation books are full. Grocery store aisles filled with red roses and heart-shaped chocolate boxes. Florists stack coolers with dozens upon dozens of flower arrangements. Valentine’s Day in Salt Lake City brings a new atmosphere to both local businesses and chain stores. Not only is it a holiday to celebrate love, but it is also a time when many different types of vendors can increase their sales due to society’s expectations surrounding the holiday, as well as the traditions of love and gift-giving.

According to the National Retail Federation (NRF), 55% of consumers are expected to celebrate Valentine’s Day in 2026. Total spending for the holiday is projected to reach $29.1 billion, averaging about $199.78 per household. Both of these projected spending amounts exceed previous records.

Restaurants see a major boost 

For Jenna Larsen, a server at a downtown Salt Lake restaurant, Feb. 14 is not just another Friday night shift.

“Valentine’s Day is easily two to three times more intense than a typical Friday,” Larsen said. “On a normal weekend, we’ll have steady waves. On Valentine’s Day, it’s a constant rush from the second we open. Every table is booked, there’s no breathing room between seatings and the energy is way more heightened. People aren’t just going out to eat, they feel like the night really matters.”

Like many high-end restaurants in Salt Lake, Larsen’s workplace switches to a pre-fixed menu for the evening. Instead of ordering casually, guests choose from a curated three-or four-course dinner at a higher price point.

“The pricing is definitely higher than our regular menu, but guests expect that,” Larsen said. “It simplifies things for the kitchen and makes the experience feel more special and curated.”

Dining out on Valentine’s Day makes up a significant share of holiday spending, benefiting restaurants and workers through higher tips and larger checks. According to Toast survey data, Valentine’s Day 2025 led to a 34% increase in revenue at full-service restaurants compared to the average Friday. The National Restaurant Association also notes that the holiday provides a strong opportunity for businesses to boost sales through specials, gift card promotions and cross-business partnerships.

Florists bloom on Valentine’s Day

The same surge happens in floral shops across the valley. Kaylah Anderson, a former floral designer at Especially For You Flowers in Salt Lake City, said Valentine’s Day can triple or even quadruple normal sales.

“Valentine’s Day isn’t just busy, it completely transforms the business,” Anderson said. “What we’d normally make in several weeks can happen in just a few days. It’s such a concentrated surge.”

Preparation begins weeks in advance. By early January, shops are already placing rose orders with wholesalers to avoid shortages. As the holiday approaches, coolers fill with thousands of stems and pre-made arrangements.

“It’s all supply and demand,” she said. “Customers sometimes get sticker shock, but it’s industry-wide. Red roses especially become premium.”

For students and young adults in Salt Lake, especially those balancing tuition and rent, the financial expectations tied to the holiday can feel complicated. A nice dinner and a dozen roses can easily total more than $150, a significant expense on a college budget.

As social media feeds fill with date-night plans and trending outfits, themed decorations, and DIY gift ideas, that keep the holiday impossible to ignore. Walking into any grocery store can feel overwhelming with the amount of chocolates and cards on display, and from fully booked dining rooms to nearly empty rose coolers by the afternoon of Feb. 14, the holiday reveals how closely love and economics are intertwined in the month of February.

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