Valentine’s Day spending: what the numbers say (and what they don’t)
Valentine’s Day has a way of turning into its own financial event. Not necessarily because we want it to, but because of societal expectations - after all, 1 in 4 people say they feel pressured to spend more than they want to for Valentine’s Day.
This year, the UK is expected to spend £2.38 billion on Valentine’s Day, which would be a record and a 7% increase compared to last year.
That headline number is eye-catching, but, as always, there’s more behind the clickbait. So let’s break down what’s actually going on.
1) The UK is spending big, and a lot of it is happening online
Parcelhero’s research suggests Brits will send around 25 million cards, 22 million gifts, and 4 million floral bouquets this Valentine’s Day. It also points to Valentine’s being a major online shopping moment: around 75% of people in the UK buy Valentine’s gifts online.
So if it feels like your feed is full of “last chance delivery” marketing, that’s not in your head.
2) The “average spend” is doing the thing averages do: being a bit misleading
One source says people who give a Valentine’s gift are expected to spend an average of £107.52 on items like jewellery and clothing. But another dataset puts the average closer to £52 per person, with men spending around £63 and women around £40.
And a separate survey of over 1,000 UK consumers suggests most people typically spend £10–£50, with the most common bracket being £10–£30.
The difference comes down to who’s being counted. Higher averages reflect a smaller group spending a lot on gifts, while most people spend far less, typically between £10 and £50.
So don’t let yourself feel pressured into spending triple digits on a gift because of one survey result. Everyone’s situation and budget is different.
3) Classics still win (flowers, chocolates, fragrance), but people say they want meaning
Multiple sources point to the same staples:
Chocolate and confectionery spending is expected to hit around £85 million.
Flowers are still in the lead: CRBE notes 4 million bouquets sold and 8 million roses imported into the UK each year around Valentine’s.
But here’s the interesting part: in a 2026 survey, 58.4% said they’d prefer a personalised gift over a generic one. And when people talked about the best gifts they’d received, they remembered the sentimental ones: letters, thoughtful gestures, and experiences.
So while some people spend over £100 on gifts, perhaps buying a £10 bead bracelet making kit and creating a customised gift or cooking their favourite meal at home is a better route to take in some cases.
4) Valentine’s isn’t only for couples anymore
In that same survey:
Over 90% buy gifts for partners
But Valentine’s gifting also goes to:
Children (16.5%)
Friends (9.8%)
Pets (5.7%)
And 7.1% even buy something for themselves
Parcelhero’s research also highlights that around one in four UK pet owners plans to buy their pet a Valentine’s gift.
So if you’re seeing “Galentine’s” plans, pet treats, and friendship cards, the data backs it up. And obviously this all contributes to that whopping £2.38 billion figure for this year.
5) Pressure is the hidden cost (and it’s showing up in behaviour)
One piece framed it plainly: when you add a card, gift, flowers, and a dinner, it’s easy to “accidentally” spend £100+.
CBRE’s consumer research also suggests some people are pulling back: 35% of Brits planned to reduce overall gift spending, with many switching to cheaper alternatives.
And it makes sense in context:
CBRE reported that 35% felt worse about their personal finances than the year before
and around 70% had seen outgoings rise, with an average increase of 6.3%
Translation: people still want the moment, but they’re trying to make it work inside real budgets, rather than sacrificing said budget.
A more thoughtful way to spend this Valentine’s Day
It’s only human to find yourself stressed out around Valentine’s Day. The whole thing has a way of turning into an emotional performance review with a price tag.
Maybe you’ve got a partner you’d like to surprise. Maybe you’re in a friendship group that treats Valentine’s like an excuse to do something special. Maybe you’re single and planning a well-deserved self-date. Maybe you’re just going to the Wuthering Heights premiere and treating yourself to a cocktail or two.
Either way, the chances of spending a bit more than usual are high.
It can feel awkward when the cost of a gift starts to feel more important than the meaning behind it. When price tags become a sign of effort or commitment, the day can quickly turn into a sort of spending competition - and nobody needs that.
Of course, we can all admit that money has an important role. It pays for experiences, covers everyday life, and supports your future security. But it isn’t a measure of love, and it most certainly doesn’t define the value of a relationship.
A more thoughtful approach is to treat Valentine’s Day like any other money decision. Instead of asking “how much should we spend?”, it can help to ask “what are we actually trying to express?”
A few guiding questions that can help:
What would feel meaningful here, rather than just traditional or expected?
What can we spend without stress or post-event regret?
If we look back in a year, what would we be glad we did?
Does this plan reflect our values, or just the price tag?
The gifts people remember most aren’t always the expensive ones. They’re the ones that feel personal and considered.
So if this year looks more like a homemade dinner and a thoughtful card than a Soho night out menu and jewellery, that still counts. Actually, it might count more. Because it fits your life, your finances, and the relationship you’re actually in, not the one Valentine’s Day marketing imagines for you.
