The internet buzz around 2026 mirroring 2016 trends has spilled into Valentine’s Day planning, with social media users recreating decade-old aesthetics through filtered selfies and nostalgic vibes. For couples in Southern Maryland and across the U.S., however, the cost of romance has surged significantly since then.
A February 2026 analysis by InvestorsObserver compared popular Valentine’s Day gifts from 2016 to 2026, revealing a full celebration now averages $774.39—up 51% from $512.03 a decade ago. The study matched top gift categories from the National Retail Federation’s 2026 survey to Bankrate’s 2016 “Be My Valentine” Index for direct price comparisons.
In 2016, the most sought-after gifts included a box of chocolates, diamond earrings, a dozen roses, dinner for two, and a bottle of champagne. By 2026, champagne dropped from the top list, replaced by greeting cards, while the other core items remained popular.
The 2026 package—greeting card ($7.19), box of chocolates ($50.70), diamond earrings ($438.37), a dozen roses ($69.13), and dinner for two ($209.00, excluding tax and gratuity)—totals $774.39, adding $262.36 to the 2016 equivalent.
Individual price jumps highlight the shift: chocolates rose 236% from $15.11 to $50.70, the steepest increase. Dinner for two more than doubled, climbing 160% from $80.46 to $209.00. A dozen roses increased 66% from $41.66 to $69.13, and diamond earrings rose 36% from $323.26 to $438.37. Champagne, though no longer top-ranked, jumped 127% from $51.54 to $117.10.
Greeting cards proved the most stable, rising 31% from $5.50 in 2016 to $7.19 in 2026, and claiming the second-most popular spot this year per NRF data.
Sam Bourgi, senior analyst at InvestorsObserver, noted the disconnect between trends and reality. “People may be recreating 2016 aesthetics, but not 2016 prices. Nostalgia might be trending online, but from a finance perspective, it’s clear romance has got a lot more expensive,” Bourgi says.
He advised practical adjustments: “Opt for home-cooked meals or local florists over prix-fixe specials. Nostalgia may call 2026 the new 2016, but your bank account knows better: romance endures, but so does inflation. Plan accordingly.”
The $262.36 difference equates to substantial trade-offs for many households, such as a month’s groceries, multiple gas tank fills, or emergency savings contributions. This erosion in purchasing power affects those with stagnant or modestly increased incomes since 2016.
The NRF’s January 27, 2026, survey projected overall U.S. Valentine’s Day spending at a record $29.1 billion, with average per-person gift spending at $199.78. Candy (56% planning to buy), greeting cards and flowers (both 41%), evenings out (39%), and jewelry (25%) topped categories. Spending includes broader recipients like family, friends, and pets ($2.1 billion projected for pet gifts).
In Southern Maryland, where residents shop at local retailers, restaurants in Leonardtown or La Plata, and chains, these national trends apply directly. Higher costs for dining and flowers may prompt shifts toward budget options, as seen in regional preferences for casual outings.
InvestorsObserver drew 2026 averages from mid-range Google search results (January 30, 2026, New York location) across retailers like Target and Pandora, excluding extremes. The analysis underscores how inflation has outpaced some wage growth, forcing recalibration for holiday romance.