Valentine’s Day 2026: Premium treats, AI gifting and the first real test of HFSS rules

Valentine’s Day has kicked off the 2026 retail events calendar with momentum, with expenditure forecast to rise by 12 percent to £1.6bn. The latest analysis (carried out across 1,000 UK shoppers) from retail and shopper marketing agency, Savvy, suggests all retail categories are set to grow, with the strongest performances coming from non-alcoholic drinks, beauty products, clothing and flowers. The research indicates that 42 percent of UK shoppers plan to celebrate Valentine’s Day in 2026.

Shoppers trade up but stay value conscious

Valentine’s Day shoppers are showing a clear willingness to spend more, while remaining highly price-aware. Two-thirds (68 percent) say they are prepared to trade up to premium food or drink for the occasion, and 66 percent say they are happy to spend more to make the day feel special.

However, this appetite for premium does not come at the expense of value. A matching 68 percent say they will actively look for discounts or offers on food and drink in the run-up to February 14^th.

HFSS regulations face their first major seasonal test

This year’s Valentine’s Day is the first major seasonal event to be influenced by the new HFSS regulations, which ban less healthy food products from paid-for online advertising and introduce a 9pm TV watershed.

Alastair Lockhart, Insight Director at Savvy commented: “Chocolate is a major Valentine’s category, so this represents the first major test of the new rules. Our online retail audit reveals that brands have quickly adapted by leveraging distinctive brand assets, such as colours, logos and broader cues, without directly featuring restricted products – and this approach appears to be working well, with our research finding that very few shoppers notice any change. For affected brands, these new restrictions mean a greater emphasis on owned channels and in-store media, and a re-think of how paid-for digital activity is executed.”

At-home occasions dominate

For most Valentine’s shoppers, the occasion remains an at-home event rather than a night out. Over three-quarters (77 percent) plan to celebrate at home with their partner, and 73 percent 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 Valentine’s Day, nearly half (49 percent) said they will be looking for the ever-popular Valentine’s meal deal. Broader expectations of retailers include 35 percent wanting ideas for Valentine’s gifts and 32 percent seeking a dedicated Valentine’s Day aisle to make shopping easier.

From Galentine’s to pet gifting and local shopping

Valentine’s Day continues to evolve beyond its traditional focus on romantic couples, with demand broadening from Galentine’s celebrations to pet gifting, and shoppers increasingly open to exploring different routes to purchase. Almost two-thirds (65 percent) 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 percent of Valentine’s shoppers saying they intend to buy sustainable gifts where possible.

Personalisation, social and AI reshape gift discovery

Personalisation remains a major draw, with six in 10 shoppers planning to buy a personalised gift. While online specialists dominate this space, personalisation is increasingly entering the mainstream, with major retailers expanding their emotional and bespoke gifting offers. Tesco’s Marketplace offering of personalised gifts is one example of how major retailers are exploring more emotional and meaningful gift propositions.

Digital influence continues to grow. Almost half (48 percent) of Valentine’s shoppers say they are likely to buy a product they see on social media, while 41 percent expect to use AI tools to help choose gifts, from a standing start just a couple of years ago.

Alastair concludes: “AI is rapidly reshaping how shoppers search for gift inspiration, often introducing them to brands and routes to market they may not have previously considered. As a result, retailers and brands need to think differently about how they appear in AI-driven discovery, how they show up and how they can close the sale. The rule book is being rewritten.”

Image courtesy of Unsplash. Photo credit: Laura Ockel.