First, the stats: Bad Bunny gained more yards on the ground during his Super Bowl halftime show than the New England Patriots did for the whole game in their 29-13 loss to the Seattle Seahawks.
No, wait. That's the wrong data. Here it is: According to WalletHub's survey, total Valentine's Day spending in the U.S. for 2026 is projected to be $29.1 billion ($199.78 per person celebrating). Men will spend almost twice as much as women, on average. Americans will drop $7 billion on jewelry and $6.3 billion on "a special evening out." Significantly, 40% of respondents said Valentine's Day activities are not affordable this year.
Have these people never heard about independent bookstores?
Bad Bunny's message ("The only thing more powerful than hate is love.") certainly was on target to start a week that ends with a day devoted to love and community. And who better than indie booksellers to creatively make the most of the vibe?
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| At Enchanted Book, Quincy, Ill. |
Romance bookshops continue to thrive, and Valentine's Day is a perfect time to celebrate them. This week MassLive profiled Lovestruck Books & Cafe, Cambridge, Mass. Noting that the bookstore's inaugural year has "exceeded all of my expectations," owner Rachel Kanter said, "I think that just speaks to this idea of Lovestruck being a community resource.... I think especially in this moment, in this political climate, a lot of people are just looking for a place where they can unwind and let go and feel safe."
Love in all its variations is definitely in the air. Last week we reported that Brazos Bookstore, Houston, Tex., was hosting a Vegas-style Wedding Chapel on Saturday in the store. Since then, owners Barbara Radnofsky and Ed Supkis have announced that they will be renewing their own marriage vows at the bookstore on Valentine's Day, 44 years after getting married.
"It was just a spur-of-the-moment thought," Radnofsky told Axios. "I think everybody wants to get into the spirit of fun and love."
Here's how other indies are getting into the Valentine's Day spirit this year:
Books of Wonder, New York, N.Y.: "This Valentine's Day, skip the card and give a book instead! Valentine's Day titles for all ages available now at Books of Wonder!"
The Archive, Mount Pleasant, S.C.: "From Hopeless Romantics to Quiet Yearners, proud Anti-Valentines or somewhere in between--The Archive has the perfect Valentine's Day gift for every reader, no matter where they fall on the romance spectrum. And remember to come Shred Your Ex with us this Friday! We can't wait to see you there!"
Petals & Pages, Custer, S.Dak.: "We're feeling the love--and flowers!--and even have extended hours this week! Stop in, call, or place your Valentine's order online."
Needful Books & Things, Saint Augustine, Fla.: "Come join us on Saturday, February 14th for our INCREDIBLE Galentine's Day event! 10% OFF all romance/romantasy books. Automatic raffle entry for Romance Reader Basket with any purchase ($15 or more)."
Alibi Bookshop, Vallejo, Calif. (featuring a card that reads: "Big Brother's not the only one with his eye on you... Happy Valentine's Day"): "Customer @jenleafit sent me this (via @tarawinequeenwrites) and I laughed out loud, which I was definitely not doing while reading 1984 for our special extra book club discussion tomorrow night.... Hope to see you! (But not in a Big Brother way. I promise.)"
Wonderland Bookshop, Shorewood, Wis.: "Don't forget to pick up your Valentine's books & gifts this week! We are so excited to start off our Valentine's festivities!"
Book Beat, Oak Park, Mich.: "Love and Happiness for your Book or Booklover is here! Check out these new handmade quilted book cozies, 8"x10" with closure, and side pocket for your phone or writing device. Show some love to your book.... Your Valentine gift search is over!"
Russo's Books, Bakersfield, Calif.: "Are you Valentine's Day or Anti-Valentine's Day?"
Firefly Books & Comics, Rexburg, Idaho: "New Blind Dates With a Book are up just in time for Valentine's Day! And I know I say this every time, but there are some GOOD ones!"
Ink & Ivy Book Boutique, Madison, Wis.: "Looking for Valentine gifts?... We have lots of sweet & spicy romance books & a great selection of adorable gifts!"
Plenty Bookshop, Cookeville, Tenn.: "There's something really special about a night built around books, laughter, and the kind of connection that happens when everyone feels welcome. This Pal-en-tine's Day, we're opening the doors for everyone, whether you're coming solo, with your favorite people, or hoping to meet a few new friends along the way."
Mysterious Galaxy Books, San Diego, Calif.: "Send this to someone you want to take to PALENTINE'S DAY at Mysterious Galaxy! Platonically mix and mingle with fellow readers during friend bingo, meet new folks over friendship bracelets, form new teams during bestie trivia, and take pictures with you, your besties, or your favorite books!"
TYPE Books, Toronto, Ont., Canada: "Beyond cold outside but extremely hot new window. We wish it could heat the whole city... but for now we're appreciating it for what it is: a Valentines window c/o @scottygraham.ca and Heated Rivalry everything. Pink and red books, too."
Enchanted Books, Quincy, Ill.: "We still have your Valentine's covered! Stop in this week for that special someone!"
The Story Emporium & Bookshop, Hutto, Tex.: "Valentine's Day picks we're loving right now. From custom surprise boxes filled with jewelry, writing goodies, candy & more to custom clickers, handmade jewelry from artists across Texas, adorable stickers, coloring books, and so many sweet little extras. Perfect for your valentine, your bestie, or yourself."