Approximately 85% of Valentine's Day cards are purchased by women. The figure is a widely cited U.S. consumer statistic, usually presented as an estimate rather than a permanent worldwide rule.
It reflects the holiday's long-standing shopping patterns: women commonly buy cards not only for romantic partners but also for friends, children, relatives, classmates, and coworkers. Men, meanwhile, have traditionally been more strongly associated with buying flowers, jewelry, or other higher-priced gifts.
The statistic should not be confused with the percentage of women who celebrate Valentine's Day or the percentage of all Valentine's gifts bought by women. Consumer behavior changes by year, country, age group, and sales channel, so 85% is best understood as an approximate survey-era benchmark.