Chocolates, flowers and procrastination. For many Americans, Valentine’s Day is a last-minute affair

In a classic “Saturday Night Live” skit, a young man presents his girlfriend with a Valentine’s Day gift: a bear dressed in a bee costume that he picked up at the drugstore.

“When did you get this?” she asks with a strained smile.

“A minute ago,” he answers.

It has more than a grain of truth. On a day meant to celebrate the romance and deep feeling we have for our loved ones, a lot of Valentine’s Day shopping is done at the last minute.

According to Numerator, a market research firm, in each of the past two years, nearly half of U.S. spending on Valentine’s Day flowers, candy and cards occurred between February 11 and 14. But sales only peak on Valentine’s Day itself.

Walmart – which sells nearly 40 million red roses for the holidays – says about 75% of Valentine’s Day sales occur on February 13 and 14. These two days account for 80% of Kroger’s Valentine’s Day sales.

“Although stores start restocking their Valentine’s Day inventory weeks in advance, most consumers are saving their shopping for the holiday itself until the last minute,” said Amanda Schoenbauer, analyst at Numerator.

Americans are still inclined to spend a lot on last-minute shopping. They’re expected to spend a combined $25.8 billion this year, according to the National Retail Federation. Candy is the most popular gift; almost 60% of Valentine’s Day shoppers plan to make a purchase. Greeting cards come second.

Some of that expenditure takes place well before the holidays. Target says consumers will start purchasing Valentine’s Day decorations shortly after Christmas ends. Valentine’s Day-themed potted plants were also popular this year, Target said, and many of those plants were purchased early rather than closer to the holiday, as is usually the case with cut flowers.

Yet postponements appear to be part of the Christmas tradition, according to data from Walgreens, which sold 44% of its Valentine’s Day candies and 56% of its Valentine’s Day cards on February 13 and 14.

Delivery companies are helping some consumers get an even closer shave. Uber Eats says flower orders peak on Valentine’s Day between 10 a.m. and 5 p.m. Uber Eats says it also appears to be a resource for forgetful lovers: flower orders are 60% higher than average on the day after Valentine’s Day.

Procrastinators can make it difficult for companies to keep customers happy.

Linda Bryant grows many of the flowers she sells at Just Bouquets, her flower shop in Panama, Nebraska. Normally she delivers the flowers herself, but on Valentine’s Day her husband helps out.

“Valentine’s Day wouldn’t be my favorite florist holiday just because it’s stressful,” she said. “I’m not going out. I am too tired. But I like to make people happy.”

Bryant sympathizes with the people who place orders on Valentine’s Day. She spent a lot of time figuring out how many flowers to order for her store this Valentine’s Day. The decision was made at the last minute.

“The people who call on February 14 are usually desperate,” she said. “I try to be kind and remind them that it is always February 14th. The date does not change.”

You could argue that people are ordering flowers at the last minute just to keep them fresh, but the trend of procrastination goes beyond gifts that can wither.

In 2023, 30% of OpenTable reservations for Valentine’s Day were made the day before and 18% were made on the day itself.

Flowers and cards from the drugstore are one thing, but if you wait too long, you’ll likely miss out on a special date.

Meadow Brook Hall, a historic estate in Rochester, Michigan, says the 115 available tickets for its annual Valentine’s Day dinner sold out weeks ago. The location receives a lot of requests during Valentine’s Day, said Katie Higgins, Meadow Brook’s marketing and communications manager. The week before the dinner, there were 50 couples on the waiting list.

Joseph Ferrari, professor of psychology at DePaul University in Chicago, says that about 20% of men and women exhibit chronic procrastination. But in the case of Valentine’s Day, there are other reasons why consumers may be putting things off.

“There is a lot of fatigue. We just celebrated Christmas, and now you’re attacking me for this,” he said. Others put it off because they’re afraid of failing or buying the wrong gift, he said.

Ferrari has some advice: Don’t delay when it comes to telling people you love them.

“We should celebrate love all the time, not just occasionally,” he said.

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AP Business Writer Anne D’Innocenzio in New York contributed to this report.