Retail sales demonstrate the power of personal touch

While the long queues at chocolatiers and florists last week suggested that a classic box of chocolates and a bouquet of red roses remained the go-to choice for St Valentine’s Day gifts, retail sales data revealed a shift towards a more considered and personalised approach.

As one of the first major seasonal sales events of 2025, Valentine’s Day set the tone for consumer spending trends for the year. So, what can we take away from the top Valentine’s trends in 2025, and how might they influence seasonal shopping habits in the months ahead?

Personalisation & Premiumisation

In 2025, more consumers looked beyond traditional gifts to express their affection, opting for thoughtful, personalised, and handcrafted items. DIY gifts proved particularly popular this Valentine’s, with jewellery and candle-making kits trending.

This homemade approach extended to food and drink purchases as well, with 40% of people choosing to cook a special meal at home rather than dine out. This was good news for the growing number of premium food options and dine-in meal deals offered by major supermarkets, but a concerning trend for the restaurant industry.

As consumer spending increased, sales of luxury gifts also benefited this Valentine’s, with many choosing higher-end items such as perfume and make-up to impress their loved ones. With the “lipstick effect” continuing in 2025, more shoppers directed their spending towards affordable luxuries that provided a mood boost—fitting neatly into the rising trend of self-care.

Self-Love with Self-Care

Self-care and personal wellness had already been a priority for many at the start of the year, helping to counter the gloom of January. This Valentine’s Day, more consumers chose to treat themselves, purchasing personal gifts as an act of self-love. With the increasing popularity of non-romantic celebrations like “Galentine’s Day” and a growing focus on self-care, retailers had new opportunities to expand the gifting market beyond traditional romantic presents. Many consumers also embraced gifting for friends and themselves, opting for wellness-focused treats.

Green Gifting

Flowers remained a staple Valentine’s gift in 2025, but with sustainability becoming a greater priority, many shoppers moved away from perishable goods. This age-old tradition translated into a more modern, eco-friendly alternative- houseplants. As more people replaced roses with longer-lasting greenery to align with their sustainability goals, brands that effectively communicated their eco-conscious values were well-positioned to capitalise on this shift.

As Valentine’s Day gifting trends continued to evolve, consumer spending habits signalled a clear preference for personalisation, sustainability, and self-care. Retailers that adapted to these changing preferences were best placed to succeed across other gifting occasions throughout 2025.