The National Football League’s Super Bowl on 8 February, followed by Valentine’s Day on 14 February, have provided U.S. retailers and restaurants with a prime opportunity to offer seafood promotions this month.
Consumer spending on Valentine’s Day is expected to reach a record USD 29.1 billion (EUR 24.7 billion), according to a survey from the National Retail Federation (NRF) and Prosper Insights & Analytics. If that amount of spending comes to fruition, it would surpass the previous record of USD 27.5 billion (EUR 23.3 billion) achieved in 2025.
“Valentine’s Day is a cherished holiday that resonates with many Americans, as seen with expected record-breaking spending this year,” NRF Vice President of Industry and Consumer Insights Katherine Cullen said in a release. “Much of that growth is driven by middle- and high-income shoppers who are expanding their gift lists to include friends, co-workers, and even pets, in addition to loved ones."
Though shoppers are expected to spend the most – USD 7 billion (EUR 5.9 billion) – on jewelry, Americans are also expected to spend USD 6.3 billion (EUR 5.3 billion) on an evening out.
To appeal to those seeking an evening out, especially as Valentine’s Day falls on a Saturday this year, mid-tier restaurants in particular are likely to roll out seafood deals, according to Suzy Badaracco, the president of foresight and food trend analysis firm Culinary Tides.
“For Valentine’s Day, I expect stronger seafood promotion than last year,” she told SeafoodSource. “Consumers are still cautious with spending, but they’re willing to invest in one standout item rather than a full luxury experience. Seafood fits perfectly into that ‘one upgrade’ mindset.”
Among the many restaurant chains promoting special Valentine’s Day menus is Tampa, Florida, U.S.A.-based Bonefish Grill, owned by restaurant operating group Bloomin’ Brands, which is offering a Valentine’s Day menu from 9 to 15 February, featuring Filet and Lobster Ravioli and Shrimp and Scallop Scampi Butterfish.
Elsewhere, restaurant chain McDonald’s is teaming up with Long Island City, New York, U.S.A.-based Paramount Caviar to offer limited edition McNugget Caviar kits. Available online only beginning on 10 February, the free kits include a 1-ounce tin of McNugget Caviar, a USD 25 (EUR 21) gift card intended to be used to buy nuggets at any McDonald’s location, creme fraiche, and a caviar spoon.
“What makes this pairing so iconic? The crispy, golden goodness of our signature McNuggets and the salty, savory, black pearls of Paramount's Baerii Sturgeon caviar make for a true match made in heaven for the special occasions in life,” McDonald’s said.
Orlando, Florida, U.S.A.-based Red Lobster is also teaming up for a Valentine’s Day partnership promotion. The chain of around 500 restaurants is collaborating with Vaseline on the “Vaseline x Red Lobster Kissing Booth,” a limited-time Valentine's Day experience taking over select booths at Red Lobster's Times Square location in New York City from 10 to 12 February.
“Inside the Kissing Booth, guests can enjoy Red Lobster staples, new Lobsterfest menu items, one dessert, and a choice of two beverages from three cocktail options inspired by and named after the Vaseline Limited Edition Valentine's Day Lip Therapy Collection,” Red Lobster said.
Ruth’s Chris Steak House, an upscale restaurant chain operated by Orlando, Florida, U.S.A.-based Darden Restaurants, is offering extended hours Valentine’s Day weekend and touting meals such as its Center-Cut Filet and Jumbo Lobster Tail.
As for this year’s Super Bowl, taking place in Santa Clara, California, U.S.A., on 8 February, seafood is a prominent food item at Levi Stadium, where the game is being held.
Levy Restaurants unveiled a Super Bowl menu for the game that pays homage to the seafood caught fresh in the San Francisco Bay area. The menu includes Dungeness Crab Potachos – which is Dungeness crab layered with hand-cut Kennebec potato chips, Petaluma white cheddar fondue sauce, sea salt, and chives, per NewsNationNow. Another offering at the game is the “Super Shucker” Hog Island Oyster Sampler, which includes a half-dozen oysters sourced from Hog Island’s farm in Marshall, California, U.S.A., served with its Hogwash mignonette, lemon, and hot sauce.
The Super Bowl also presents an opportunity for retailers to provide items for party guests beyond traditional offerings, such as chicken wings, according to Badaracco.
“Seafood isn’t replacing chicken wings, but it is expanding the table. Shrimp, crab dips, and seafood-forward apps are benefiting from that need to please different preferences at the table,” she said.
Culinary Tides, according to Badaracco, has noticed growing interest in seafood-based shareables such as shrimp trays, seafood dips, and crab-inspired appetizers, which aligns with Super Bowl snacking behavior.
In a tight economy, seafood performs better as an "occasion protein” than as a weekly default, according to Badaracco, which supports both Valentine’s Day and Super Bowl promotions.
“It’s less about absolute price and more about perceived value. Seafood that feels special and practical is selling better than seafood that feels expensive or intimidating,” she said.
