Valentine's Day spend rises 69% despite budget concerns

Spending on Valentine's Day gifts continues to display significant growth in the UK and across Europe in 2025, according to new data from the gifting marketplace, Flowwow.

In the UK, Valentine's Day remains a significant commercial event with around 40 million individuals partaking in the celebrations. Turnover has experienced a sharp increase, rising by 69.2%, while the number of orders has grown by 65.2%. There is a noticeable shift towards budget-conscious gifting, with internet searches for "Valentine's deals" increasing by 68% compared to the previous year. Despite economic challenges, consumers in the UK have maintained their enthusiasm for Valentine's Day with a slight increase in the average order value by 0.5%, reaching USD $81.6.

Flowers continue to dominate the UK market, representing 93% of orders. Other popular items include confectionery and baked goods (6.1%) and houseplants (0.9%). The UK imports approximately eight million roses for Valentine's Day, while four million bouquets are sold domestically. There is also a strong trend for international gifting, with 38.2% of orders from the UK being sent abroad, particularly to the UAE, thanks to the considerable British expatriate community there.

London is the leading city for Valentine's orders, accounting for 58.3% of all transactions. Other significant cities include Birmingham and Manchester, each with 3.5% of orders, Glasgow (3.1%), and Liverpool (0.9%). This indicates a thriving culture of romance, with consumers demonstrating wiser spending habits while maintaining quality in their purchases.

Across Europe, there is a pronounced trend towards locally crafted gifts for Valentine's Day. The continent observed a 35.7% increase in turnover and a 36.8% rise in order numbers. Local businesses, such as independent chocolatiers and regional wineries, have gained market share, with 13% of consumers preferring local craftsmanship over mass-produced items. Europe now accounts for over 30% of the global personalised gifting market, highlighting a robust interest in distinctive and unique products.

Spain has demonstrated particularly strong growth, with an 88.5% increase in revenue and a 39.4% increase in orders. However, the average order value experienced a slight decline to USD $75.3. As in other parts of Europe, locally crafted items and traditional red rose bouquets are popular among Spanish consumers. Similar trends are seen in Germany, with a 79.2% rise in turnover, where flowers are the predominant choice and the average spend is USD $87.02.

Floristry trends also dominate in Poland, which saw a 49.0% increase in turnover and strawberries and tulip bouquets trending. A survey highlighted that Valentine's Day celebrations in Poland are primarily popular among the younger population.

Italy has likewise seen significant growth with a 40.4% increase in turnover and a 49% rise in orders. The average spend in Italy stands at USD $70.40, with red rose bouquets being particularly popular. France, while experiencing more modest growth, recorded a 24% rise in revenue and the average order value being USD $85.2. French gifting habits included sending gifts abroad, notably to the UAE and Spain.

Across both the UK and Europe, despite economic fluctuations, Valentine's Day in 2025 has highlighted the resilience of the gifting market. There is a marked increase in local and personalised gifting, balanced against international gifting trends, which illustrates changing consumer behaviours and preferences. Traditional gifts such as flowers continue to hold a strong position, yet evolving customs like supporting local artisans are shaping the future of Valentine's Day celebrations.