I would say rule of thumb spend what’s in your budget. Do not over spend for any holiday. Also since it’s your first one I would focus on something that you heard your partner talk about, likes, etc. So if you heard they like to run, maybe a gift card to their favorite running gear store. I can’t say what I would spend, I know my average for a first time Valentine’s day would be 75-100. It’s a lot more money involved when spending for a man in my opinion. So that is where I would keep it. I have been known to spend on my husband when we were in college dating. But again, clothes like a sweater of high quality cost more back in the day and that was before I was doing online shopping etc. Do not feel obligated to purchase anything that you will regret. I always asked myself while shopping for a new love interest, if we broke up on February 15th how would I feel about the purchases? If you answer is clear your spending amounts will be clear too.