Consumer Behavior

Walmart top destination for Valentine’s Day shoppers

Generated by AI/Adobe Stock

February 11, 2026

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Over half, 65%, of consumers will celebrate Valentine's Day with Gen Z and millennials more likely to celebrate. The top shopping locations for Valentine's Day purchases are Walmart (50%), Amazon (35%) and Target (25%).

Those are top findings from a Numerator survey, "2026 Holiday Intentions Preview."

Additional findings, according to a press release, include:

• Nearly half (49%) of celebrators plan for the holiday one to two weeks in advance.
• Compared to all celebrators, Gen Z celebrators are twice as likely to plan more than six months in advance (12% vs. 6%).
• More than a quarter of consumers also intend to celebrate Galentine's Day, with the holiday being more popular with Gen Z (28% intend to celebrate), Millennials (28%), and Gen X (23%).
• The top intended purchases for Valentine's Day are candy (55%), food (53%), and gifts (28%).