2016 Cost of Loving Index shows prices steady for popular Valentine gifts

HOUSTON, Texas - Toasting Valentine's Day with a Russian River Valley chardonnay will cost a lot more this year, but a dozen long-stemmed roses are surprisingly less expensive, according to the 2016 Cost of Loving Index.

The annual index is compiled by Houston Asset Management, a Houston-based investment advisory firm, and tracks the cost of nine popular Valentine's Day gift items. Overall, romantics can expect to spend about the same to express their affections as only two items on the index increased in price.

According to the National Retail Federation, February 14th is the fourth-largest occasion in terms of consumer spending, averaging$142 per person.

"As investment advisors, we enjoy sharing the index with clients as a fun way to demonstrate the impact of discretionary spending," said Bob Frater, CFP®, CEO of Houston Asset Management. "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 one percent higher than 2015—so that's good news."

The Cost of Loving Index shows that the price for Simi chardonnay increased $19 a bottle, or a whopping 75 percent, while the cost for delivery of long-stemmed roses reverted to its 2014 price of $129.90 for a 12 percent decrease. Last year, the roses cost $147.22—about 14 percent more.

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 three percent($165) while an alluring nightie for her costs the same at $68. Add a suggestive greeting card to the gift ($4.50) and pay five percent less for it than last year.

For gift-givers who are budget-conscious, or those wanting to spend-to-impress, highlights from the 2016 Cost of Loving Index by Houston Asset Management can help guide purchase decisions.