Almost £1bn spent on flowers and gifts this Valentine’s Day

Just as in 2024, love was definitely in the air this Valentine’s Day, according to researchers NielsenIQ (NIQ ),as Brits spent almost £1bn on flowers, gifts and meals for the home.

In total, £962m was spent on food and gifting, with £100m (+6.6%) spent on cut flowers and £5.8m (+27%) spent on toiletries gift packs.

Shoppers also spent £137m on fresh ready meals (+2.9%), nearly £11m on Champagne (+5.7%), and £38m on sparkling wine, NIQ reveal.

Retailers embraced the occasion, with promotional spend contributing 24% of sales, supported by continued investment in price cuts and dine-In offers. While in-stores sales benefited the most (+4.3%), online sales growth remained muted at +0.7%, with market share declining to 12.9% from 13.3% a year ago.

Mike Watkins, head of retailer and business insight at NIQ, said: “Retailers capitalised on the opportunities around Valentine’s Day as shoppers wanted to create a special occasion at home. With the pinch of the cost of living, many dined in to save money, with premium food options growing and themed meals and gifts very much in vogue for treating loved ones.”