Flowwow, a global gifting marketplace for local shops in 40+ countries, has unveiled key trends from its 2025 research. With 59% of consumers worldwide celebrating the occasion, Valentine’s Day spending hit a record $14.2 billion in 2024. In 2025 in the UK, Valentine’s Day continues to grow in popularity. However, the emphasis is on budget-conscious gifting. Meanwhile, Europe is witnessing a growing demand for locally crafted gifts, as consumers increasingly seek unique, artisanal products. Chocolates, flowers, and fragrances remain the top gift choices globally, reflecting a diverse and evolving gifting landscape.

The UK: Celebrating More, Spending Smart

Valentine’s Day remains a major commercial event in the UK, with around 40 million people celebrating. In 2025, turnover surged by 69.2%, and the number of orders increased by 65.2%. With Google searches for “Valentine’s deals” up 68% year-on-year, there’s a clear shift toward budget-conscious romance.

United Kingdom

Despite inflationary pressures, UK consumers continue to embrace Valentine’s Day as an opportunity to celebrate love, making it a crucial event for retailers. Despite economic uncertainty, the average order value saw a slight rise of 0.5%, reaching $81.6.

Flowers dominated gift purchases, accounting for 93% of all orders, followed by confectionery and baked goods (6.1%) and houseplants (0.9%). Every year, 8 million roses are imported into the UK and 4 million bouquets of flowers are sold.

International gifting remains strong, with 38.2% of UK orders going to the UAE, driven by the large British expat community. Other top destinations included Spain (15.4%), Turkey (6.6%), Poland (5.3%), Georgia (4.4%), and 23.2% went to other countries.

London remained the primary hub for Valentine’s Day gifting, accounting for 58.3% of all orders. Other key cities included Birmingham and Manchester (3.5% each), Glasgow (3.1%), and Liverpool (0.9%), with 30.7% of orders coming from various other UK locations. While romance thrives, consumers are getting smarter with their spending. But are we sacrificing quality for cost, or is this the ‘new normal’ for gifting?”

Europe: Local Gifts Steal the Spotlight

Valentine’s Day 2025 saw a remarkable increase in gift orders across the EU, with turnover soaring by 35.7% and the number of orders rising by 36.8%. The peak shopping day remained 14 February, accounting for 42.67% of all purchases, while the average order value edged up by 0.89% to $70.55.

A key trend observed was Europeans’ growing preference for locally crafted Valentine’s gifts, with independent chocolatiers, regional wineries, and artisanal brands continuing to capture market share from larger retailers. About 13% of consumers specifically chose to support local businesses, underscoring the desire for gifts with a personal touch and a commitment to local craftsmanship. Additionally, small-batch production and the authentic storytelling behind local products appeal to those seeking meaningful, responsible gifts. Europe now makes up over 30% of the global personalized gifting market, valued at $5.68 billion, reflecting a growing demand for distinctive and locally produced gifts.

Spain

Spain saw a dramatic increase in turnover (+88.5%) and orders (+39.4%), although the average order value declined slightly to $75.3. Red rose bouquets dominated, comprising 80.6% of gift orders. Notably, Catalonia follows a distinct tradition, celebrating Sant Jordi (St. George’s Day) on 23 April, where men give roses to women, and women give books in return. While domestic orders remained strong, cross-border gifting was a key trend in 2025. In Spain, 80.6% of orders were domestic, while 3.3% were sent to the UAE, 1.2% to Poland, and 0.9% to Georgia. The remaining 14% went to other international destinations. In terms of city-based demand, Madrid (38.4%) and Barcelona (22.7%) led Spain’s gift orders, followed by Valencia (5.7%), Malaga (5.2%), and Zaragoza (1.9%), with 26.1% coming from other cities.

Germany

Germany experienced a 79.2% increase in turnover and 44.5% in orders, with an average order value of $87.02. Flowers remained the top choice (90.5%), particularly elegant mono bouquets. According to Handelsverband Deutschland (HDE), German retailers expected €1.3 billion in Valentine’s Day sales, with 28% of consumers planning to buy gifts.

Poland

Poland demonstrated a 49.0% rise in turnover and 42.9% increase in orders, with an average spend of $73.6. Flowers dominated (95.6% of all gifts), with bouquets featuring strawberries and tulips trending. A survey by Provident Barometer revealed that 43% of Poles planned to celebrate Valentine’s Day, with participation highest among younger demographics.

Italy

Italy reported substantial growth, with turnover 40.4% and orders up 49%. The average spend was $70.40, with 94% of orders consisting of red rose bouquets.

France

France showed more modest growth, with revenue rising 24% and orders increasing 15.3%. The average order value stood at $85.2, with red and white roses being the most popular gifts. Many French consumers sent gifts abroad, primarily to the UAE and Spain.

Despite economic fluctuations, Valentine’s Day 2025 proved to be a booming event for the European market. The rise of locally sourced gifts, coupled with cross-border gifting trends, underscored shifting consumer behaviours. While traditional flowers remained the most popular choice, evolving customs and regional preferences shaped spending patterns across the continent.