Self-gifting lifts UK Valentine’s spend to GBP £2.1bn

Valentine's Day spending in the UK is shifting away from traditional romantic gifting, with self-gifting and friend-gifting gaining ground and pushing the overall market to an estimated £2.1 billion, according to new data from Flowwow.

The online gifting marketplace recorded a 27% year-on-year rise in total Valentine's orders in the UK. Average basket values increased 68% to £143. The company linked the rise to greater demand for personalised items and gifts sourced from local sellers.

Self-gifting rises

Self-gifting emerged as the fastest-growing Valentine's Day behaviour on Flowwow, which reported a 120% increase in orders placed by customers buying for themselves. The pattern follows a broader rise in spending linked to wellbeing and personal care, with the UK wellness economy projected to reach £41 billion by 2026.

Survey findings in the data set pointed to a stronger association between Valentine's Day and self-care among younger consumers. Among 18 to 24-year-olds, 60% reported self-gifting in 2025, up from 58% a year earlier. Women were more likely to buy for themselves than men, with 40% making self-purchases compared with 28% of men.

Lower-priced items appear to be broadening participation. Flowers, confectionery and beauty products ranked among the most common self-gift categories, with average spending between £12.50 and £14. That price point sits well below the overall average basket value reported for Valentine's purchases through Flowwow.

Single consumers were the least likely group to buy themselves a Valentine's gift in the company's findings. Only 20% of single Britons planned to spend on themselves. The result contrasts with the expectation that single shoppers would be the main audience for self-directed Valentine's purchases.

Friends and work

Flowwow's data also pointed to growing interest in non-romantic gifting. Nearly half of UK consumers now see Valentine's Day as a celebration of relationships more broadly. Friend-gifting was the fastest-growing recipient category on the marketplace, with 41% of shoppers planning to celebrate friendships rather than partners.

Search activity suggests the trend is becoming more established in popular culture. UK searches for "Galentine's Day" increased 1,600% over five years, according to the figures cited. The same data set found that 68% of single women now mark Valentine's Day with friends.

Workplaces are also becoming a channel for February 14 gifting. Teams often exchange chocolates, flowers and shared treats. Some employers treat the day as an informal moment of recognition. That coincides with wider concerns about staff retention, with 79% of UK employees citing lack of appreciation as a reason for leaving their jobs, according to figures referenced in the release.

London leads

London remained the most active UK market for Valentine's gifting in Flowwow's data, with 88% of residents planning to celebrate. Spending levels in the capital were far higher than other major cities. Londoners spent nearly three times more than shoppers in Edinburgh and about double the level seen in Birmingham.

Ordering patterns also varied across the capital. Central London accounted for half of all Valentine's orders on the marketplace. South Kensington followed with 10%. Westminster, Cubitt Town and Ealing each accounted for 6%.

Flowers dominated the London gift mix, representing 82% of purchases. Personalised arts and crafts rose in value. The company recorded a 36% increase in order value for those items, a sign that buyers were trading up for customised products rather than standard selections.

Local sellers

Flowwow linked the wider growth in Valentine's spending to a more digital-first purchasing journey. It said consumers want clearer information about products and sellers, as well as options for personalisation and direct communication. Those preferences tend to favour marketplaces that aggregate local shops and provide messaging tools.

"Consumers today want to know where their money goes and who creates their gift. Marketplaces that enable direct messaging, customisation, and local discovery are reshaping seasonal gifting from a transactional moment into a personal experience," said Slava Bogdan, CEO and Co-Founder, Flowwow.

The company's position sits within a broader shift in retail demand towards independent sellers. Research cited from VistaPrint found that 52% of consumers choose small businesses for unique products. It also found that 51% shop local as a way to support their communities. The same set of figures showed local brands growing 6.4% over the past year, while larger chains declined 1.6%.

Flowwow expects independent florists, bakers and artisan sellers to take a larger share of seasonal gifting as younger consumers increase their spending power. The marketplace operates across more than 40 countries and works with over 18,000 local shops globally. In the UK, it collaborates with more than 100 local stores across categories including florists, pastry shops, plant stores, artisans and gift shops.