February is here, and Americans are getting ready to show appreciation for their loved ones on the 14th, when the country celebrates Valentine’s Day. This year, 54% of adults in the U.S. will get in on the occasion. As a result, they will spend a total of $18.2 billion, according to a projection from the National Retail Federation.

TLDR? Skip ahead to the infographic.

Valentine’s Day is a great opportunity for brands to advertise their products and services. Most people not only buy presents for romantic partners, but they also shop for their kids, parents, coworkers and pets.

Once again, social media rises as one of the best social channels to connect with prospective customers. Americans love to share their affection on social media and use the internet to search for gifts for their very nearest and dearest.

According to a report from Facebook IQ, 64% of Americans express their love via social media – 98% on Facebook.

To get your ad delivered to the right audience on social media, you need to understand how your customers behave on Valentine’s Day. For instance, did you know unmarried couples spend more ($107 on average) than married couples ($96 on average)?

We’ve compiled more interesting data to help you improve your targeting and get the most out of every dollar spent on your social media advertising campaign for Valentine’s Day. Check out the infographic below for more useful insights.

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