Valentine’s Day 2023: Global Celebration & Shopping Trends

Valentine’s Day is one of the top holidays that consumers like to spend and give. According to the Industry Beauty, consumer spend around £1.37 billion in 2022 compared to £926 in 2021.¹ That’s a lot of candy and flowers.

Looking to 2023, it’s not just the traditional gifts that will drive Valentine’s Day spend. This mid-winter occasion is the perfect time to warm up small business sales, and help people who celebrate it bring a little more joy this winter season. 

Check out highlights from Groupon’s 2023 Valentine’s Day trends report, including the following:

• People Worldwide Will Celebrate Valentine’s Day
• People Think About Valentine’s Day Differently Across the Globe
• Consumers Are Ready to Spend on Valentine’s Day
• Most Consumers Plan to Shop 1 to 3 Weeks Prior 
• The Majority Celebrate with Significant Others
• Going Out to Dinner Is the Most Popular Way to Celebrate
• Greeting Cards and Experiences Are Among the Most Popular Gifts

People Worldwide Will Celebrate Valentine’s Day

More than anyone else, Americans plan to celebrate the occasion, with nearly half (47%) saying they will do so.

People Think About Valentine’s Day Differently Across the Globe

However, that doesn’t mean they won’t be shopping or celebrating …

Consumers Are Ready to Spend on Valentine’s Day

Celebrating Valentine’s Day means people are ready to spend. In fact, 63% of UK consumers plan to shop for the occasion, and men spend about £132 while women spend about £114.

Globally, consumer trends include the following:

• Seventy-four percent in Italy say they will shop on Valentine’s Day and men spend about 141€ while women spend about 82€.
• Seventy-one percent in Spain say they will shop for the occasion and men spend about 171€ while women spend about 77€.
• Of those who plan to celebrate Valentine’s Day in Germany, 64% say they will shop and men plan to spend about 117€ while women plan to spend 79€.
• Just over half (56%) of Australians plan to shop for Valentine’s Day. However men plan to spend $213 while women plan to spend about $114.

Planned consumer spend is often higher that the expectations of gift recipients:

• Forty-one percent of British people expect a gift, while men expect a gift worth £53 and women £56.
• The majority of Americans (52%) expect a gift, while men expect a gift worth $88 and women $162.
• Forty-seven percent of Italians expect to receive a gift, while men expect a gift worth 88€ and women 92€.

Most Consumers Plan to Shop 1 to 3 Weeks Prior 

Small businesses get ready: People start shopping for Valentine’s Day up to one month prior. That means getting those offerings ready to go by mid-January in 2023. Not to worry if you’re not quite ready; many people all over the world shop three weeks in advance all the way up to one week before Valentine’s Day.

In the U.S., 29% of people shop two to three weeks before the event, and 30% of people shop the week of. 

The Majority Celebrate with Significant Others

While some report spending the holiday with family, kids and friends, the majority say they will celebrate Valentine’s Day with their significant other.

Still, around a quarter of people in the U.S. (26%), Germany (25%), Australia (23%) and Italy (22%) will spend the holiday with their family. 

Notably, Americans – more than anyone else – plan to spend Valentine’s Day with their kids at 19%. 

As a merchant, you can think about how to expand your offerings to those who celebrate with others and not just significant others.

Going Out to Dinner Is the Most Popular Way to Celebrate

Though many people plan to mark the occasion, quite a few are not planning on doing anything special on Valentine’s Day. Of course, that percentage varies globally. 

Compare the fact that 34% of Australians and 30% of Brits plan to do nothing versus just 18% of Americans who will forego festivities.

Of the people who will do something festive, going out to dinner is the most popular option worldwide, followed by those who simply plan to treat themselves in some way.

In fact, 17% of Brits will go out to dinner for Valentine’s Day. Other countries will follow suit:

• Italy – 24%.
• Germany – 23% 
• Spain – 23%
• USA – 22%
• Australia – 20%
• France – 17%

Historically, Valentine’s Day is mostly the second-busiest holiday for restaurants after Mother’s Day. Restaurant owners will want to get ready for the occasion, perhaps by offering prix fixe menus that will drive higher margins.

Keep in mind, though, that 20% of Brits will make a special dinner at home or order takeout instead. There may be other chances for restaurants to cater to this set by offering meal kits or at-home cooking classes – or perhaps enabling an app to place orders for takeout.

Greeting Cards and Experiences Are Among the Most Popular Gifts

It just doesn’t feel like Valentine’s Day without a greeting card – at least in the U.S. and UK, where an equal amount in both countries (39%) say they plan to purchase one for the occasion.

What else will people give? In the UK, the following gifts top the charts for Valentine’s Day:

1. Greeting cards
2. Food prep at home
3. Flowers 
4. Candy
5. Experiences

Speaking of experiences, people in Germany (29%), Spain (25%), Australia (21%) and Italy (20%) plan to give an experience to their loved one for Valentine’s Day, making this type of gift as popular or more popular than the traditional Valentine’s Day candy or flowers.

For more ideas on how to promote Valentine’s Day, check out these tips. And don’t forget that Groupon can get your Valentine’s Day offers in front of a large audience that’s ready to buy. Find out how Groupon works.

1. https://theindustry.beauty/valentines-day-spending-increases-in-2022