UK Valentine’s Day Intentions: Analysing Consumer Attitudes and Spending Intentions

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The GlobalData Retail Valentine's Day Intentions 2026 report forms part of the Retail Occasions series, and offers a comprehensive overview of the retail occasion of Valentine's Day, analysing consumers' intentions for spending.

Scope

This Valentine’s Day consumers almost 50% of UK consumers intend to spend on the event

Food gifts, which include chocolates, sweets and food hampers, has the highest intention to buy among consumers that intend to give a gift this Valentine’s Day.

Key Highlights

The proportion of UK consumers who intend to purchase at least one item for Valentine's Day 2026 has remained broadly flat versus 2024.

Leisure spend is expected to decline this year as consumers plan to celebrate the occasion with movie nights, takeaways and romantic meals at home.

Though partners remain the most popular recipient of Valentine's Day gifts, shoppers are increasingly look for ways to recognise friends, family and pets.

Reasons to Buy

Understand which products and categories consumers intend to purchase for Valentine's Day 2026.

Find out what consumers are planning to do to celebrate Valentine's Day in 2026.

Discover consumer opinions on Valentine's Day and how this differs by age and generation.

Table of Contents

Penetration, spending intentions, consumer attitudes

Methodology

Technical details: Consumer survey work

Figures

Proportion of all respondents that intend to buy an item for Valentine’s Day, total (2024-2026), by demographic (2026) (%)

Demographic profile of a Valentine’s Day Intended shopper (2026) (%)

Activities consumers who intend to celebrate Valentine's Day are planning to do in 2026 (%), and ppts change on 2025

A comparison of ‘intention to buy’ and ‘already bought’, across Valentine’s Day categories in 2026 (%)

Categories consumers intend to purchase and have already purchased for Valentine’s Day, 2025 & 2026 (%)

Categories consumers intend to purchase or have already purchased for Valentine's Day (2026), by gender (%)

Gifting categories consumers intend to purchase or have already purchased for Valentine's Day (2026), by age (%)

A comparison of ‘intention to buy’ and ‘already bought’, across all gifting categories in 2026 (%)

Who consumers intend to purchase or have already purchased gifts for this Valentine’s Day (2025-2026) (%)

Proportion of Valentine’s Day intend/actual shoppers that plan to use/have already used the online channel by age (2026) (%)

Proportion of Valentine’s Day intend/actual shoppers that plan to use/have already used the instore channel by age (2026) (%)

Whether consumers intend to spend more, the same, or less during Valentine's Day 2026, by age and gender (%)

How much consumers plan to spend on gifts, food & drink and cards & gift wrap during Valentine's Day, 2026 (£)

Average intended spend by category during Valentine’s Day 2026 (£s)

Average intended spend by category during Valentine’s Day 2026 (£s), by gender

Agreement and disagreement with statements about Valentine's Day, 2026 (%) and ppts change on 2025

Agreement and disagreement with statement “Valentine’s Day is an important celebration for me”, 2026, by generation (%)

Agreement and disagreement with statement “Valentine’s Day is not just an occasion to treat my partner, I like to buy gifts or cards for other loved ones”, 2026, by generation (%)

Agreement and disagreement with statement “I celebrate Valentine’s before or after 14th February because it’s cheaper”, 2026, by generation (%)

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