Almost half of UK consumers intend to spend on Valentine’s Day this year or have already started to spend on it. This is an uplift on 2024 and has been driven by those aged 25-34. With this age group more likely to have young families, consumers plan to buy for partners and significant loved ones such as children and friends. Retailers have the opportunity to utilise the popularity of this occasion among these shoppers to encourage larger basket sizes and boost average spending, according to GlobalData, a leading data and analytics company.

GlobalData’s latest report, “Retail Occasions: Valentine’s Day Intentions 2025,” reveals 69.3 % of UK 25–34-year-olds intend to spend on this occasion, marking a 7.8 percentage points (ppts) uplift on 2024 intentions. This age group will account for almost a quarter of Valentine’s Day shoppers in 2025, meaning this is a core target demographic for retailers.

Zoe Mills, Lead Retail Analyst at GlobalData, comments: “Intention to spend on Valentine’s Day is high, but few consumers have started to spend on this occasion so far in January, meaning retailers still have plenty of time to entice shoppers to purchase. The grocers are in the best position, with the intention to spend the highest among the food & drink and gifting categories. Romance-themed meal deals including prosecco/champagne, should be promoted at the front of stores.

“However, with the target audience likely to have children, retailers should also include Valentine’s Day-themed products that appeal to a much younger audience. Retailers should emulate Marks & Spencer’s range, including items like Love Hearts Biscuit Kits, enabling adults and children to decorate heart-themed biscuits.”

While partners are the main recipients among Valentine’s Day gift shoppers, more consumers intend to spend on their children for the event, highlighting that this occasion is not just about romantic love but also familial love, coupled with self-love and the appreciation of one’s friends.

Mills continues: “There is ample opportunity for retailers to broaden their reach with this occasion and ensuring a variety of more generic love-themed designs will enable their products to be gifted to a broad range of recipients. 11.9% of Valentine’s shoppers intend to purchase gifts for friends, up 3.2ppts on 2024. This trend is driven by Gen Z consumers, with 59% of this generation stating that Valentine’s Day is not just an occasion to treat their partner and that they like to buy gifts or cards for other loved ones. Events such as Galentine’s Day parties, celebrating friendship, may still be niche but must not be ignored by retailers.”

GlobalData expects that food & drink gifts will be the most popular among Valentine’s Day shoppers, and retailers must ensure plenty of food & drink gift sets to appeal to shoppers, focusing on confectionery and alcoholic drink gift sets.

Mills concludes: “Retailers must focus on food & drink gifts, where the intention to spend is high. The higher intention to spend on these items also implies that Valentine’s Day gifts are more of a token than an excuse to splurge on premium options such as fine jewellery, and retailers must ensure a broad pricing architecture to appeal. Flowers are also an accessible option for male Valentine’s Day shoppers, and providing a broad range to cater to different colour preferences is crucial. Red roses or red & pink bouquets should not be the only options; fun and colourful bouquets could appeal to those looking for something less traditional and more generally to those seeking these gifts for friends.”

With the arrival of Christmas, the European project FRESH UP YOUR LIFE – TOP-QUALITY EUROPEAN FRUIT & VEG is inviting everyone to celebrate the holidays with a simple but meaningful gesture: to gift high quality fruit and vegetables, symbols of health, authenticity and love. These products, genuine expressions of European excellence, represent the ideal gift for a Christmas that combines taste and well-being.

European fruit and vegetables are important for daily well-being, as they are rich in essential nutrients such as vitamins, minerals and antioxidants. Among the stars of the project are fruits that are extraordinary in quality and benefits. Kiwis, rich in vitamin C and fibre, are valuable allies for strengthening the immune system and fighting winter fatigue. Oranges, a symbol of vitality, offer an exceptional supply of vitamin C, flavonoids and potassium, bringing character and warmth to Christmas tables. Pears, sweet and juicy, stand out for their content of water, fibre and B vitamins, ideal for promoting cardiovascular health and glycaemic control. Processed tomatoes, finally, contain a treasure trove of lycopene, a powerful antioxidant that protects cells and promotes general well-being, making them a versatile and healthy ingredient for festive dishes.

These foods support the immune system, promote the proper functioning of the body and help prevent numerous diseases. As a pillar of the Mediterranean diet, a UNESCO Intangible Cultural Heritage site, fruit and vegetables are recommended for daily consumption of at least five portions, perfect for breakfast, snacks or as main ingredients in tasty recipes. Consumed raw, these foods maximise their nutritional benefits, making every meal a moment of well-being and pleasure.

Grown in specialised areas of Italy and Europe, these products meet the strictest food safety standards thanks to a production chain that integrates innovative methods while respecting the product and the environment. The long tradition of excellence of European fruit and vegetable products is reflected in their unrivalled quality, which makes them a perfect gift for someone you love.

The three-year ‘FRESH UP YOUR LIFE’ project, co-funded by the European Union and CSO Italy, involves leading companies in the sector such as Apofruit, Cico-Mazzoni, Conserve Italia, Lagnasco Group, Oranfrizer, Origine Group and Salvi-Unacoa, with the aim of promoting knowledge and consumption of European fruit and vegetables. The campaign is active in international markets such as the United States and the United Arab Emirates, spreading the values of quality, uniqueness and taste that characterise European agriculture.

This Christmas, surprise your loved ones with a gift that speaks of health and tradition. By choosing European fruit and vegetables, you will bring to the table the authentic flavours of excellence and a message of love and care for those you love. Gifting well-being has never been so simple and delicious.