Cost of Loving Index Remains Steady in 2016

Overall, romantics can expect to spend about the same to express their affections on Valentine’s Day this year, according to the 2016 Cost of Loving Index by Houston Asset Management.

The annual index tracks the cost of nine popular Valentine’s Day gift items, and this year only two items on the index increased in price.

“In 1990, the total cost of the gifts on the index was about $600 and this year the price almost doubles at $1,139. Only two items increased in price this year, and the overall index is less than 1% higher than 2015—so that’s good news,” says Bob Frater, CEO of Houston Asset Management.

The Cost of Loving Index shows that the price for Simi chardonnay increased $19 a bottle, or a whopping 75%, while the cost for delivery of long-stemmed roses reverted to its 2014 price of $129.90 for a 12% decrease. Last year, the roses cost $147.22. 

Expect to spend the same for a sweet heart-shaped box of Godiva chocolates ($100), two first-run movie tickets ($22), a romantic candlelight dinner ($280), or the enticing scent of Chanel No. 4 perfume ($325).

A designer silk tie for him increased 3% ($165) while an alluring nightie for her costs the same at $68. Add a greeting card to the gift ($4.50) and pay 5% less for it than last year.

For a look at how the Index has varied through the years, visit