The Friday File: The 53% of men who celebrate Valentine’s Day spend an average of $173, while the 54% of women who celebrate spend $97. By age, 25-34 year olds spend the most averaging $218, followed by 18-24 year olds at $162. Southerners spend the most, averaging $143, while the 21% of Midwesterners who buy Valentine’s Day gifts for their pets spend $28. Cards and candy top the gift list.