"Hosting wellness‑led events gives retailers a powerful way to attract experience‑hungry shoppers seeking more meaningful ways to celebrate."
Emily Viberg, Retail Analyst
While total Valentine’s Day spending saw a modest increase of 2.7% year-on-year to reach £2.5 billion, this growth was primarily driven by inflation. Although there was some purchasing growth in food and drink gifts, average gift spending declined. This was particularly marked by higher earners, who significantly reduced their spend, with some opting for experiences over traditional presents.
In contrast, spending on at-home food and drink continued to rise. This presents an opportunity to align Valentine’s Day “dine-in” options with consumers’ broader health and wellness goals. While many still see the day as a chance to indulge and take a break from healthy eating, this is often accompanied by feelings of guilt. Retailers can reframe the occasion with guilt-free ways for consumers to indulge on the day by offering choices that cater to modern wellness and health objectives, allowing consumers to celebrate without compromising their lifestyle choices.
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