How to spend Valentine’s Day around here

By: Trademagazin Date: 2026. 02. 13. 13:23

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Valentine’s Day is all about gift-giving and attention, which is also clearly reflected in bank card transaction data. K&H examined customers’ spending habits in the first two weeks of February: the data shows that the transaction volume increased by 18 percent in one year, so we already spent over 100 billion forints during this period. Although the bill is higher year by year, the average amount per purchase has increased, and the purchase rates remain surprisingly stable.

The holiday of lovers, Valentine’s Day, is one of the most important times of the year in commerce. On the occasion of this significant day, K&H examined how card purchases developed overall in the first half of February, which of course does not only mean spending on Valentine’s Day.

Dynamic growth: turnover at the beginning of February exceeds 100 billion

The data shows that people spend more every year in the first half of February. While in 2023, transactions amounted to 75.7 billion forints during this period, by 2024 this amount increased to 89.1 billion, and in 2025 it reached 105.3 billion forints. This represents an increase in turnover of about 18% in the last year.

In addition to turnover, the number of transactions and average spending are also continuously increasing:

February 2023: 8 million transactions, with an average spend of 9,458 forints.

February 2024: 9.4 million transactions, with an average spend of 9,465 forints.
February 2025: 10.1 million transactions, with an average spend of HUF 10,388.

It is important to note that although spending is increasing, the fact that the same products and services have become more expensive one year apart also plays a role.

Stable ratios, conscious shoppers

Despite the fact that the totals are increasing, there is no significant change in the spending structure. The proportion of retail spending within the total turnover is extremely stable: we spend practically the same proportion in stores every month. Based on the number of transactions, approximately 26-28% of purchases are directed to retail, which shows that Valentine’s Day has been organically integrated into the usual monthly spending routine.

Apple Pay is the digital favorite

In terms of payment methods, mobile wallets are clearly winning, of which Apple Pay is the most popular. According to the data, customers use this solution the most often compared to others: the number of transactions carried out with Apple Pay is more than 60% higher than the turnover of Google Pay. The speed of the technology is especially important during such festive periods, when convenience is a primary consideration.

Valentine’s Day is an important event in consumer consumption, but based on the data, we see that customers are consciously managing their expenses. Although turnover increased by 18 percent and the average spend exceeded 10 thousand forints by 2025, the stability of purchase rates and the rise of digital payments show predictable consumer trends.