Brits Embrace At‑Home Celebrations While Germans Cut Back on Valentine’s Day Spending

By: Trademagazin editor Date: 2026. 02. 13. 09:07

🎧 Hallgasd a cikket: Nyelv: Sebesség: 1.05×

In the United Kingdom, consumers are leaning into cosy, cost‑effective Valentine’s Day celebrations at home, while in Germany the romantic holiday is overshadowed by the carnival season, leading to noticeably weaker spending intentions.

Home‑Centred Romance Gains Ground in the UK

New research from Ocado shows that British consumers are planning a distinctly home‑focused Valentine’s Day. With the holiday falling on a weekend, breakfast and brunch have become key elements of the celebration: 54% of respondents plan to prepare a morning meal at home, while 65% intend to cook dinner themselves.

Dining out is losing ground as nearly half of consumers (49%) opt for dine‑in deals or ready‑made meals instead, motivated by a desire to avoid crowded restaurants and save money. Ocado reports that deliveries scheduled for 13–14 February have risen by almost a quarter year‑on‑year, with Friday morning emerging as the most popular slot, Talking Retail reports.

Basket data reflects these habits: alongside flowers, chocolates and gifts, demand for brunch staples such as avocados, blueberries, smoked salmon and crumpets has surged. Sales in the retailer’s “Everything Valentine’s” category are up 32%. Searches for traditional gifts have also climbed, with interest in roses soaring 126% year‑on‑year, and strong growth seen in searches for flowers (+73%), chocolate boxes (+41%) and Valentine’s chocolates (+37%).

German Consumers Pull Back as Carnival Takes Priority

In contrast, far fewer Germans plan to buy Valentine’s gifts this year, according to Lebensmittelpraxis. Data from the Handelsverband Deutschland (HDE) shows that only 20% of consumers intend to make Valentine’s purchases – an 8‑point drop from 2024.

One key reason is timing: Valentine’s Day coincides with Karnevalssamstag, and one in twelve respondents say they will spend their money on carnival festivities instead of romantic gestures.

According to Lebensmittelpraxis, HDE expects Valentine’s‑related retail sales (excluding hospitality) to reach €1.18 billion, down from €1.3 billion last year. Among those who do shop, flowers, plants, food items and gift vouchers remain the most popular choices. Chocolate lovers, however, face higher prices: pralines are nearly 20% more expensive than a year ago, while prices for cut flowers and houseplants have remained stable.