Ahead of Valentine’s Day, Checkout.com data reveals an annual spike of over 700 per cent in flower spend on 13th February, compared to the average day.
Looking at 2023 and 2024 data, the global payments leader identified that romantic Brits online spend on flowers jumped 713 per cent in 2023 and 733 per cent in 2024 on 13th February (compared to the average day), ready for Valentine’s Day on the 14th.
There’s also a rise in food delivery spend on Valentine’s Day, when compared to the day before. In 2023, food delivery spending went up 45 per cent on 14th February compared to the 13th, and in 2024 it rose by 37% on 14th February compared to the 13th.
When it comes to buying gifts for their partners, while Brits are opting for last minute flower purchases, Checkout.com research shows that many UK consumers are good at looking for a deal throughout the year, with over a third (34 per cent)of people buying presents for their partner whenever they see a bargain.
Rory O’Neill, CMO, Checkout.com: ”The impact of Valentine’s Day on the UK economy should not be underestimated. We have seen significant trends in Brits splurging for Valentine’s Day, and we expect 2025 to match these.
“At the same time, our data suggests that many people are opting for takeaways on Valentine’s Day. Whether it’s couples enjoying a cosy night in or friends having a ‘Palentine’s’ gathering, this can often be a more affordable option than dining out. Not only that, but our latest Peak Season research showed half of consumers are buying gifts for their partners in advance, if they see a good deal throughout the year. It seems consumers find online shopping perfect for last minute flower and food romancing, but are trying to be savvy when it comes to year round gift purchasing.”
“Merchants need to tune into these trends and join the dots to maximise the opportunity. However, success goes beyond discounts alone – businesses should leverage effective advertising to reach consumers with compelling, personalised offers based on their interests and purchase intent, ensuring they capture demand at the right moment.”
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