The analyst 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.
Report Scope
- 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
- 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 (%)
