Nielsen has released comprehensive data on Valentine’s Day spending across Australia in 2024. The data, collected by Nielsen’s Consumer & Media View (CMV), provides a breakdown by age, state, and territory.

The average Valentine’s Day spend dropped by 9.3% from 2023 to 2024, likely due to increasing cost of living pressures. The survey sampled almost 30,000 Australians aged 14 and over.

Interestingly, men in Canberra aged between 18 and 25 were the biggest spenders, with an average spend of $172. They were closely followed by Victorian males aged 40 to 54, and South Australian males aged 25 to 39, with average spends of $143 and $142 respectively. Males aged 25 to 29 in New South Wales were in fourth place, spending an average of $132, closely followed by the state’s 14 to 17-year-old males who spent an average of $131.

Northern Territorians were the most frugal, spending an average of $98, but they did increase their spend by $9 year-on-year. Northern Territory females topped the list of highest spending females, with an average of $87.

Monique Perry, Nielsen Pacific Managing Director, commented on the data, saying, “While you can’t put a price on love, you can put a price on quality data, especially data and consumer insights at the right time, about the right topic.”