Savvy’s analysis, based on a survey of 1,000 UK shoppers, suggests all retail categories will grow, with the strongest performances coming from non-alcoholic drinks, beauty products, clothing and flowers. The research shows that 42% of UK shoppers plan to celebrate Valentine’s Day in 2026.
Shoppers are showing a willingness to trade up, while maintaining a highly value-conscious mindset. Two-thirds say they are willing to spend more on premium food or drink for Valentine’s Day (68%), and a similar proportion say they do not mind spending more to make the day feel special (66%). However, 68% also report that they will be actively looking for discounts or offers on food and drink.
First major retail event to be affected by new HFSS regulation
This year’s Valentine’s Day is the first major seasonal event to be influenced by the new HFSS regulations, which ban affected products from paid-for online advertising and introduce a 9pm TV watershed. Where restrictions apply, Savvy’s retail audit reveals that brands have adapted by leveraging distinctive brand assets, such as colours, logos and broader cues, without directly featuring less healthy food and drink products. For affected brands, this places greater emphasis on owned channels, in-store media and a revised creative approach to paid-for digital touchpoints within the event media mix.
At-home Valentine’s Day celebration trend continues
For most Valentine’s shoppers, the occasion is an at-home event rather than a night out. Over three-quarters (77%) plan to celebrate at home with their partner, and 73% say they will buy a special meal or drinks. When asked what they would most like to see from their main supermarket in the run-up to the 14th, 49% are looking for the ever-popular Valentine’s meal deal. Broader expectations of retailers include 35% wanting ideas for Valentine’s gifts and 32% seeking a dedicated Valentine’s Day aisle to make shopping easier.
Pet gifting and Galentine’s
Valentine’s Day continues to evolve beyond its traditional focus, with demand broadening from Galentine’s celebrations to pet gifting, and shoppers increasingly open to exploring different routes to purchase. Almost two-thirds (65%) would rather buy gifts from smaller or local retailers, pointing to opportunities for independent businesses and increasingly popular local markets. Sustainability also features strongly, with 61% of Valentine’s shoppers saying they intend to buy sustainable gifts where possible.
Personalisation is another key focus area, with six in 10 shoppers planning to buy a personalised gift. Online specialists are well established in this space, but personalisation is increasingly moving into the mainstream. Tesco’s Marketplace offering of personalised gifts is one example of how major retailers are exploring more emotional and meaningful gift propositions.
Four in 10 plan to use AI to find Valentine’s gifts
The influence of digital continues to develop. Almost half of Valentine’s Day shoppers (48%) say it is likely they will buy something for the event that they see on social media. More strikingly 41% expect to use AI to help choose gifts – from a standing start just a couple of years ago. AI is reshaping how shoppers seek gift inspiration and is often exposing them to routes to market and retailers they may not have previously considered. As a result, brands and retailers increasingly need to think about how they attract the attention of AI algorithms.
Research press coverage
The Grocer: Valentine’s Day spend to rise 12% to £1.6bn as AI shapes gift inspiration
Talking Retail: Valentine’s 2026: Premium treats, at-home occasions and first real HFSS rules test
Convenience Store: Premium treats, AI gifting and more hint at first test of HFSS rules this Valentine’s Day
Retail Technology Innovation Hub: UK retailers set for Valentine’s Day boost amid growing role of AI in shopping inspiration
Retail Gazette: Valentine’s Day revenues expected to hit £1.6bn
Asian Trader: Valentine’s Day £1.6bn boost as most shoppers prepared to spend more