How will shoppers show love this Valentines?

In an otherwise gloomy month, Valentine’s Day offers a welcome celebration of love and romance, with many celebrating the holiday by sharing tokens of appreciation over intimate dinners. With the occasion fast approaching, we reviewed how shoppers celebrated in 2025 and whether their behaviour is likely to shift this year.

Shoppers reassess Valentine’s as priorities shift

In 2025, 30% of shoppers took part in Valentine’s Day celebrations. The event is not universally embraced; participation is mainly driven by those in relationships. However, others chose to celebrate alternative occasions such as Galentine’s (celebrating female friendships), or lean into self‑love, as self-gifting is significant across events.

Shoppers are increasingly concerned about the cost of events and say they now prioritise certain celebrations over others. As a result, participation in Valentine’s Day has slipped from 33% the previous year, reflecting ongoing cost‑of‑living pressures and the need to cut back.

Engagement is highest among younger adults, peaking at 38% of 25-34‑year‑olds. More shoppers celebrated anniversaries (38%) indicating that this is driven by older age groups (who are more likely to be married).

Gifting missions: what Shoppers are looking for?

In our ShopperVista monthly research, we track how many shoppers visit stores on a gifting mission. During events such as Valentine’s Day, this figure peaks. Gifting remains the primary way people celebrate the occasion, with 66% of shoppers purchasing a gift for themselves or a loved one.

Due to rising costs, 37% of shoppers plan their event‑related purchases in advance, making it crucial for brands to tailor communication around gift offerings early in the path to purchase.

Last year, in the run‑up to Valentine’s Day, we conducted focus groups as part of our Missions Deep Dive report. For the gifting mission, chocolate, flowers and candles were at the forefront of shoppers’ minds. These products are strongly associated with Valentine’s Day and are commonly bought in supermarkets.

Valentines isn’t considered a core celebration for many shoppers, so they are less willing to visit specialist stores e.g. Hotel Chocolat. Convenience is key, shoppers prefer having everything available in one place. Retailers can respond to these motivations through cross‑category gifting displays, encouraging shoppers to pick up multiple items, such as alcohol, candles and cardsin a single trip.

Celebration behaviours: dining at home or out of home?

For some events, such as Christmas and Easter, celebrations widely take place at home. Others, like birthdays, often involve going out to eat. For Valentine’s Day, behaviours are split: 33% buy food to eat at home, while 32% choose to go out to a restaurant.

A romantic dinner for two is a core part of the occasion, yet many shoppers feel constrained by their budgets. To attract spend outside the home, restaurants offer affordable set menus. Retailers and manufacturers can compete by showcasing premium cook‑at‑home dining solutions as a more affordable alternative.

This can include:

• Cross‑category displays to help shoppers cook a meal for two (e.g., steak, produce, pantry items) including digital recipe links to support omnichannel success.

• Premium own‑label dine‑in meal deals for convenience‑focused shoppers. M&S’s Valentine’s range is a strong example, which includes three courses and a bottle of wine for £25. It gains traction each year thanks to the luxury evoking dishes such as lobster thermidor gratin and wagyu pie, giving shoppers the feel of dining out for less.

Looking ahead: shopper expectations in 2025

We expect shoppers to continue cutting back on event spend this year. However, Valentine’s presents a clear opportunity for brands and retailers. As budgets tighten, more people may turn to supermarkets for convenient and affordable gifting and dining options.

To find out more about how shoppers planned to celebrate events in 2025, explore last year’s report, and stay tuned for our upcoming March release. You can also read our upcoming retail analysis activation article to discover how retailers and brands are capturing shoppers’ attention this Valentine’s. This will be published on the 17^{th of} February.