In 2025, consumer spending for Valentine’s Day rose 7.1% year-on-year, with 47% of consumers buying gifts and an average spent on gifts of £102.4, up 5% year-on-year. Shoppers with healthier finances helped drive this growth, buying from higher-ticket categories across in-store and online. Further recovery in consumer finances through 2025 should boost engagement in the 2026 event, with opportunities to target both traditional gift buyers and a broader church of self-gifters.
Valentine’s Day shopping can be stressful, with 52% of shoppers – and 67% of those aged 16-34 – admitting that last-minute buys lead to spending more money on gifts than intended. Social media adds to this pressure, as many young shoppers compare their celebrations to those online. Creating strategies that address these pressures will help shoppers feel more confident and prepared.
For some, feeling overwhelmed means turning to AI tools for a helping hand. The emergence of agentic AI offers a powerful new way to streamline the shopping experience, simplifying everything from selecting gifts to planning events. Now is the time for retailers to integrate smaller AI tools into the shopping journey. These early steps will help consumers get comfortable with more advanced systems like agentic AI in time for high-pressure occasions like Valentine’s Day.
Valentine’s Day shopping can be overwhelming, especially when gift buying is left to the last minute. Consumers want stress-free solutions, with new technology offering a promising way to take the pressure off.
Emily Viberg, Retail analyst
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