Building on patterns seen during the UEFA Women’s EURO 2025 and the Paris 2024 Olympics, Visualsoft predicts that the 2026 tournament will extend beyond traditional sports retail and drive growth across fashion, home and lifestyle categories, as fans increasingly engage with football as a cultural moment rather than a purely sporting one.

From kits to culture: What will drive spend

Previous tournaments have shown that match-driven demand still matters, but it is no longer the full story. During the Women’s EURO 2025, categories like Children’s and Fashion & Footwear outperformed expectations, with revenue rising by 54 percent and 26 percent respectively, as families and fans bought into the moment.

For 2026, Visualsoft expects this behaviour to accelerate.

Rather than simply buying a shirt for match day, consumers are likely to spend across multiple categories that help them participate in the experience, from themed outfits and kidswear to hosting essentials and travel-ready gear.

Chris Fletcher, CEO at Visualsoft, said: “Big tournaments have always driven demand for kits and merch, but it goes much further than that now. Shoppers are buying into the whole experience, hosting watch parties and dressing for the occasion, so match-linked sales aren’t limited to sports products anymore – they spread right across fashion, home, and lifestyle, particularly around key fixtures.”

The rise of the home viewing economy

Visualsoft’s data from the Paris 2024 Olympics already pointed to a growing preference for at-home viewing, with electrical goods and appliances revenue rising by 44 percent, significantly outpacing sports equipment.

Visualsoft predicts this trend will continue into the 2026 World Cup, particularly as streaming, second screening, and social sharing become central to how fans engage with live sport.

Retailers in electronics, homeware, and even food and drink are expected to benefit, as consumers invest in creating social viewing environments rather than attending matches in person.

Peaks around key fixtures will intensify

Tournament retail patterns are becoming increasingly predictable, but more pronounced.

During previous events, sales spikes clustered tightly around major fixtures. Sports & Outdoors sales rose by 30% ahead of semi-finals, while Children’s orders jumped 45 percent in the days leading up to key matches.

For 2026, Visualsoft expects sharper, shorter peaks, driven by mobile-first shopping and faster fulfilment expectations. Consumers are leaving purchases later, but converting faster when the moment hits.

Social commerce and younger fans reshape demand

The growing influence of Gen Z and younger Millennial shoppers will also play a defining role.

With platforms like TikTok, Instagram and YouTube driving discovery, demand is increasingly shaped by creators, trends and shareable moments rather than official merchandise alone.

This is likely to amplify categories such as fashion, accessories and novelty products, while also increasing the importance of limited drops, early access and community-led campaigns.

A more balanced commercial playing field

While men’s tournaments still dominate in scale, recent data shows that women’s competitions are closing the gap in terms of retail impact during key moments.

The Women’s EURO 2025 demonstrated that when engagement is high, spending can match or even exceed previous men’s tournament benchmarks across several categories.

For retailers, this signals a broader shift. Growth is no longer tied to a single flagship event, but to how effectively brands tap into moments of national attention and emotional connection.

What this means for retailers

Visualsoft advises retailers to prepare for a more fragmented but higher-intent shopping journey during the 2026 World Cup.

Key priorities include:

• Planning campaigns around key fixtures rather than the full tournament window
• Expanding product ranges beyond core sports categories to capture lifestyle spend
• Optimising mobile and last-minute fulfilment to capture late demand
• Leveraging social commerce and creator-led campaigns to drive discovery
• Creating seamless experiences across online and in-store touchpoints

Consumer expectations are also shaping how this spend plays out. Visualsoft’s One Shopper One Journey research shows that 88 percent of shoppers now move between online and in-store when buying from the same retailer, while 74 percent say they feel more confident purchasing from brands that offer a joined-up experience. For major sporting moments like the World Cup, where purchases are often last-minute and emotionally driven, that seamless experience becomes even more critical.

Leigh Mardon, Strategy Director at Visualsoft, added: “The retailers that win during the World Cup will be the ones that understand how people actually engage with it today. It is emotional, social and increasingly spontaneous. If you can meet customers in those moments, the commercial opportunity is significant.”

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Consumer card spending declined -0.1 percent year-on-year in April – the first fall since November 2024 (-0.5 percent) and below the latest CPIH inflation rate of 3.4 percent. Non-essential spending declined (-0.3 percent), after a 1.1 percent increase in March, but essential spend grew 0.3 percent, as fuel surged 10.4 percent – its greatest rise since December 2022.

Confidence in the global economy fell to 20 pe cent last month – its lowest level since April 2025, when Trump announced ‘Liberation Day’ tariffs. Confidence in the UK economy, however, recovered marginally to 22 percent (from 21 percent in March).

Resilient consumers manage ongoing uncertainty 

Consumers’ confidence in their household finances and job security both remained largely on par with March, dipping by one percentage point to 64 percent and 43 percent respectively. Confidence in non-essential spending dropped to 49 percent, its lowest level since March 2023 (48 percent).

Almost seven in 10 (72 percent) say they expect tensions in the Middle East to impact the cost of living throughout 2026, with energy bills (85 percent), inflation (84 percent) and food prices (84 percent) the greatest causes for concern.

However, the majority remain resilient; 52 percent feel able to manage their day-to-day finances without significant stress and the same proportion feel confident in their ability to make good financial decisions in uncertain times.

Three in five (62 percent) report making financial adjustments in response to current uncertainty. Of this group, the most cited actions are cutting discretionary spending (45 percent), limiting energy usage at home (43 percent) and delaying major financial decisions (26 percent). A further 34 percent report reviewing their household budget, while 51 percent say they are trying to build a precautionary savings buffer in case of future cost increases.

Travel spending stalls

Travel spending declined -5.7 percent in April, after a -3.3 percent fall in March, with airlines down -8.3 percent. This comes as consumers cite concerns about travel costs (70 percent), and travel disruption (62 percent) in light of the Middle East conflict. One in six (16 percent) say they’re putting off holiday decisions until they feel the outlook has stabilised.

However, 13 percent say despite cost pressures, they’re still prioritising travel/holidays this year. One in five (19 percent) are planning a “staycation”, with saving money (43 percent), reducing the risk of uncertainty (35 percent), and avoiding air travel (24 percent) contributing to their decision.

Spending on public transport was down -3.5 percent, after 52 percent of Londoners said they were impacted by the month’s tube strikes, which took place between 21^st-24^th April. Of this group three in 10 avoided non-essential trips (29 percent) and changed their mode of transport (28 percent).

Streaming sidesteps slowdown, while London enjoys marathon boost

Digital content & subscriptions remained in growth, up 9.2 percent, led by streamflation and helped by the popularity of TV seriesEuphoria, The Testaments and The Pitt. Beauty spending was up 4.6 percent, however this was a slowdown from the 6.3 percent growth in March, and below the sector’s 9.1 percent 12-month average.

Spending on eating and drinking flatlined in April, at 0.2 percent, however the London Marathon contributed to a welcome lift for the Capital, with pub transactions up 35.5 percent week-on-week on Sunday 26^th April, and food & drink transactions up 22.5 percent. This comes as 55 percent of Londoners say they are in favour of a two-day marathon in 2027, with 53 percent agreeing it would provide London and its businesses with a boost.

Jack Meaning, Chief UK Economist at Barclays, said: “This data shows consumers are already adapting in response to the shock from the Middle East, for instance, by building up a savings buffer. With uncertainty high both at home and abroad, it is unsurprising to see confidence falling. The key unknown for the UK outlook is how long this uncertainty will last. If confidence remains subdued for too long, and consumers continue to limit their spending as a result, it will be a challenge for households and businesses to weather the storm.”

Karen Johnson, Head of Retail at Barclays, said: “In April, we saw consumers taking precautionary action in response to renewed cost-of-living concerns – cutting non-essential spending, building their savings and looking for ways to reduce their outgoings. There’s no doubt people will continue to pay close attention to their budget amid ongoing uncertainty, however it’s reassuring to see that the majority feel confident in their ability to manage their day-to-day spending and to make sound financial decisions.”

Image courtesy of Unsplash. Photo credit: Eduardo Soares.

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Total Till sales at UK major supermarkets grew (+4.3 percent) in the last four weeks ending 21st March, following subdued (+3.3 percent) growth in February, according to new data released today by NielsenIQ (NIQ). This growth is due to Mothering Sunday falling two weeks earlier in the calendar than last year and shoppers getting a head start on Easter shopping.

The week before Mothering Sunday, ending 14th March, saw a brief interlude of warm Spring weather, which coincided with a surge in sales (+9.3 percent at the major UK supermarkets and contributed to an extra £17 million of spend as UK shoppers splashed out on gifts.1

The data shows that the frequency of visits to stores was down for the second month running (-1.1 percent YoY). This is reflected in online shopping behaviours as e-commerce remains the fastest growing channel with value sales growth accelerating (+10.6%)2 and market share increasing to 13.9 percent.

Celebrating events like Mothering Sunday and shopping ahead for Easter helped to boost category growth in the last four weeks. As well as Mothering Sunday gifting, Easter promotions appeared earlier online and in-store this year, with data showing an increase in chocolate confectionery sales (+22 percent value, +7.9 percent units), and a boost in sales for Easter Eggs (+44 percent value, +37 percent units) on this time last year when Easter was later. When compared to the same Easter build last year unit growth for Easter Eggs was an encouraging +6.6 percent.3

The phasing of Mothering Sunday also brought a boost to Boxed Chocolates value sales (+58 percent), Champagne (+44 percent) and Flowers and Plants (+30 percent).3 This also contributed to the average spend per visit across the store rising YoY (+4.2 percent), totalling £20.29. 4

M&S in particular had a strong performance in the last 4 weeks, due to Mothering Sunday spend, helped by Remarksable Value pricing, strong ‘Dine In’ offers as well as innovative new seasonal flavoured products, including its viral hot cross buns. This reflects NIQ Homescan survey data that showed 21 percent of households would be persuaded by exciting new flavours to buy new grocery products. 5

Meanwhile, Ocado (15 percent) continues to be the fastest growing retailer growing market share as well as Sainsbury’s (+6 percent), Waitrose (+5.9 percent) and Tesco (+4.7 percent). Lidl grew sales by +9.7 percent, reaching a 12-week market share high of 8 percent. Morrisons (+2.7 percent) also improved sales. Whilst Asda (-2.3 percent) lost market share, the decline in shopper numbers is slowing.

Mike Watkins, Head of Retailer and Business Insight at NielsenIQ, said: “Mother’s Day landed two weeks earlier this year versus last, helping to drive strong value growth of +9.3 percent1 week ending 14th March at the Grocery Multiples with the grocery e-commerce channel and other e-commerce retailers experiencing the fastest growth. Growth may also have been supported by warmer weather earlier in the month, alongside shoppers stocking up ahead of Easter in categories such as confectionery.”

Mike continues: “Regarding inflation, it will take some weeks for supply chain cost increases to be reflected in the sales data, due to the Middle East conflict trickling down into retail prices. However, concerns about the wider economic situation have already started to influence Consumer Confidence as the GfK index fell further this month to -21.”

Mike concludes: “Easter is looking good for the industry, but there are storm clouds on the horizon. As well as the downside from the offset comparatives later in April, shoppers now have concerns around rising prices and the wider economic uncertainty. So, whilst this has not yet impacted FMCG performance, rising fuel prices are likely to have a knock-on effect on shopper sentiment and spend post-Easter, as shoppers, remembering the period of high inflation in 2023, could start to batten down the hatches.”

Image courtesy of Unsplash. Photo credit: micheile henderson.

Unless otherwise stated all data is NIQ Homescan Total Till.
1 NIQ Scantrack Grocery Multiples 1 WE 14.03.26
2 NIQ Scantrack eCommerce (Defined Multiple Grocers)
3 NIQ Scantrack Total Coverage
4 NIQ Homescan FMCG
5 Homescan Survey March 2026

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The rise of the bespoke Easter

Standard chocolate eggs are taking a backseat as shoppers hunt for the unique. Search interest for “Personalised Easter Eggs UK” has seen a breakout surge of over 5,000 percent, signaling that consumers are willing to invest more in gifts that feel curated.

Luxury retailers are the primary beneficiaries of this “premiumisation.” Hotel Chocolat has seen a 60 percent increase in search interest, while the “M&S Salted Caramel Easter Egg” has also reached breakout status.

YouTube: The nation’s digital sous-chef

The most significant trend for 2026 is the migration from static recipes to creator-led video content. According to a survey by MTM, 84 percent of UK viewers say YouTube content remains relevant to them for a long time, consistently outperforming other online platforms. The latest YouTube search trends reveal (18th – 26th March 2026):

• Easter Special Recipes: Up 60 percent YoY.

• Easter Dinner Ideas: Breakout growth (+5,000 percent).

• Nostalgia Cooking: Classic searches like “Mary Berry Simnel Cake” have hit breakout status, alongside a 30% rise in “Roast Leg of Lamb” searches.

The “home-made” economy

Faced with a high-price environment, consumers are leaning into DIY traditions to create value. “Easter Nest Cakes” and “Easter Rocky Road” recipes have both seen +5,000 percent breakout growth.

This “DIY Boom” extends to the living room; parents are turning to YouTube to lead family activities rather than buying pre-made kits. Searches for “How to draw an Easter bunny” spiked by over 5,000 percent, while “Easter egg decorating ideas” rose by 80 percent.

Key insights for retailers & marketers:

• The Seasonal Super-Holiday: Long-term search data reveals Easter’s massive commercial weight; since 2004, “Easter Holidays” has been searched +33 percent more than “Summer Holidays” and +100% more (twice as much) than “Christmas Holidays”, cementing it as the UK’s premier window for travel and activity planning.

• Early Logistics: Price-consciousness is driving early searches for “Easter Egg Offers 2026” (+90 percent) and “Easter Eggs by Post” (+40 percent), suggesting a need for retailers to front-load promotional calendars.

• The Gaming Crossover: The term “Easter Egg” is pulling double duty. Massive interest in Spider-Man and Call of Duty: Paradox Junction gaming secrets (up to +5,000 percent) presents a unique cross-promotion opportunity for tech and entertainment retailers.

• Cultural Curiosity: Breakout searches for “Lithuanian” and “French” Easter traditions suggest a growing appetite for diverse, global food and decor influences in British homes.

Sophie Neary, UK Managing Director for Retail & CPG at Google, said: “In 2026, Easter isn’t just a holiday we observe; it’s one we build, bake, and bring to life through our screens. We know that with endless options at our fingertips, shoppers can easily get overwhelmed by choice, but Google and YouTube are the tools that turn that noise into a clear path that consumers can trust.

YouTube is where the nation goes to dream before we do; the visual ‘vibe check’ that builds a shopper’s confidence. It’s that magical moment where a ‘search’ for something new becomes the ‘story’ that sells it, long before a customer reaches for their wallet.

For brands, the opportunity stretches beyond reach and allows them to inherit the trust that creator communities hold. By using AI to collapse the friction between inspiration and purchase, you are showing up in a way that ensures you don’t surrender the basket to a competitor.”

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Alastair Lockhart, Insight Director commented: “After a subdued 2025 shaped by sharp cocoa-driven inflation, this year’s more stable pricing environment is helping to unlock spending. Even so, value remains firmly front of mind – with 79 percent of shoppers saying they knew where to find the best value Easter eggs. At the same time, half expect to spend more than last year, suggesting that shoppers are balancing price awareness with a willingness to stretch budgets for the right products.

Retailers are adapting accordingly. With HFSS restrictions banning traditional multi-buy promotions, we are seeing a noticeable increase in price promotions to help to maintain volume.”

Premiumisation continues to drive the Easter market 

Savvy’s research found that 62 percent of shoppers planned to treat themselves to higher-quality food and drink this Easter, and the firm reported seeing continued range development in super premium chocolate eggs. Alastair said: “Growth is not limited to the very top end of the market – there is activity in premium mid-tier innovation, which combine familiarity with novelty at an accessible but elevated price point.”

The appetite for something different is reflected more broadly in the data. Nearly half of shoppers (49 percent) said they were actively looking for limited-edition Easter products, while 58 percent were interested in trying new Easter food or drink. Yet there was also a clear gap to address – 46 percent felt that Easter products in shops were boring or lacked inspiration. The tension points to a further opportunity for brands and retailers to deliver more creativity and differentiation in-store. This is becoming increasingly important as more shoppers turn to social feeds for inspiration.

Rising chocolate egg prices is shifting behaviour 

Particularly notable when shoppers are buying for wider social circles rather than close family, some shoppers are turning to sugar confectionery alternatives over pricier chocolate eggs, offering a combination of novelty and affordable gifts.

Spending on food to eat at home is expected to grow strongly, tracking a trend Savvy has reported on for other calendar events in 2026. That said, 45 percent of those celebrating Easter plan to visit a pub or restaurant over the long weekend.

Digital influence continues to evolve, albeit unevenly  

A third of shoppers (33 percent) said they were influenced by social media when choosing Easter food and gifts, rising slightly to 35 percent for short-form video content such as TikTok and Instagram Reels. Meanwhile, 30 percent expected to use AI tools for inspiration this year.

Image courtesy of Unsplash. Photo credit: Anna Bratiychuk.

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The traditional last-minute rush around Mother’s Day is beginning to disappear in favour of more deliberate and risk-aware shopping patterns, according to new data from delivery management and post-purchase experience provider, Scurri.

UK e-commerce order volumes grew +8.47 percent YoY, but the most striking finding is not how much demand increased, it is how evenly it was spread. Every single day in the lead up to Mother’s Day recorded growth, with no sharp spike or last-minute surge. Instead, shoppers made their purchases across the entire week, with Monday (+8.44 percent YoY) setting the pace and Thursday (+10.17 percent) and Saturday (+10.59 percent) delivering the strongest uplifts.

Across the whole period, while last-minute shopping still exists, it is no longer the defining feature of the event. This marks a clear departure from more volatile retail peaks such as Valentine’s Day, where demand clusters tightly around key cut-off points.

Rory O’Connor, founder and CEO of Scurri, commented, “Mother’s Day is no longer behaving like a traditional retail peak. What we’re seeing is a shift from a last-minute surge to a much more distributed pattern of demand. Shoppers are planning earlier, but they are also seeking greater flexibility in how their orders are fulfilled. The strong growth in next day and weekend delivery shows that convenience and control are becoming central to the purchase decision. Retailers need to maintain consistent performance across a longer time window, where delivery reliability and flexibility play a direct role in conversion.”

Delivery behaviour is shifting even faster. The data shows a decisive move towards faster and more flexible delivery options, alongside continued growth in standard services.

Next Day delivery rose +24.41 percent YoY, while Standard Delivery increased +41.80 percent and Two-Day Delivery grew +14.12 percent, indicating that shoppers are engaging earlier while still valuing speed and certainty.

At the same time, Signature delivery saw a slight decline (-0.46 percent YoY), suggesting a gradual shift away from more restrictive fulfilment requirements.

The same pattern is visible in what people are buying. While traditional Mother’s Day categories such as Food and Drink (+2.86 percent) and Cosmetics (+3.58 percent) continue to perform steadily, the strongest growth is coming from less conventional segments.

Categories such as Pet and Animal (+28.23 percent) and Sports Equipment (+21.43 percent) all recorded strong increases, pointing to a shift toward more personalised, interest-led purchases.

At the same time, more predictable categories are declining. For example Fashion (-13.37 percent) saw reduced volumes, suggesting that generic gifting is losing ground.

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Mother’s Day is the third most widely celebrated retail calendar event

“65 percent of shoppers expect to celebrate Mother’s Day in 2026, rising sharply to 88 percent among households with children. This makes the occasion one of the most widely celebrated gifting events in the retail calendar – after Christmas and Easter,” commented Savvy’s Insight Director, Alastair Lockhart.

“A notable trend of recent years has been the continued shift towards celebrating at home. Our research shows seven in 10 shoppers expected to have a meal at home to celebrate Mother’s Day this year – driven by rising prices of eating and drinking out. Continued innovation in Mother’s Day meal deal offers from retailers is also driving the trend.”

Premiumisation driving spending

Food and drink retail sales look particularly well placed to benefit this year and premiumisation remains a clear theme, with 61 percent of shoppers saying they planned to buy more upscale food or drink for Mother’s Day (up from 51 percent in 2025) and 56 percent expected to spend more than they would on a typical gift occasion.

Alcohol sales stand to benefit from both gifting momentum and at-home celebrations also. Non-alcoholic drinks are also likely to see strong performance as the low and no alcohol category continues to expand through innovation and new product development, including flavoured 0 percent beer.

Selective premium gifting also appears set to perform strongly. The research analysis suggested beauty and jewellery are both expected to outperform as shoppers look for more considered or higher-value gifts. Personalisation continues to resonate – 58 percent of shoppers expected to buy a customised gift this year.

Chocolate, in contrast, could see slightly softer growth relative to other categories. While HFSS regulations are unlikely to significantly affect Mother’s Day purchasing, other factors may weigh on demand. Inflation continues to shape spending decisions, while the increasing use of GLP-1 medications could also moderate demand for confectionery in some households.

Inspiration remains key to unlocking spend

Retailers appear to be performing well when it comes to providing gift ideas. Almost two thirds (65 percent) of UK shoppers said that Mother’s Day ranges in shops feels inspiring.

However, there remains further opportunity to unlock additional spending – 63 percent of shoppers said they would spend more if there were more interesting gift options available.

In terms of discovery, social media continues to play a significant role, with 52 percent of shoppers spotting Mother’s Day gift ideas on these platforms and 35 percent saying it influences what they buy (short-form video content such as TikTok or Instagram Reels influenced 34 percent of shoppers overall). Notably, social media channels play a much larger role for younger families. Among shoppers with young children, 57 percent said short-form video content has influenced their Mother’s Day shopping decisions. This suggests platforms such as TikTok and Instagram are becoming increasingly important inspiration sources.

One in three shoppers (33 percent) expect to use an AI tool such as ChatGPT or Gemini for gift ideas or inspiration. Among households with young families, this rises sharply to 60 percent.

What shoppers want from retailers

When asked what they would most like to see from retailers this year, shoppers highlight several practical opportunities. Dedicated Mother’s Day displays and gift bundles were requested the most – each cited by 73 percent of respondents. Loyalty card pricing also resonated strongly, appealing to 70 percent of shoppers. Limited-edition products (68 percent), meal deals (66 percent) and personalisation options (66 percent) also ranked highly.

Image courtesy of Unsplash. Photo credit: Zoe Richardson.

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UK e-commerce order volumes surged in the lead up to Valentine’s Day 2026, with significant year on year (YoY) growth recorded earlier in the week as shoppers planned and prioritised timely delivery, according to new data from delivery management provider, Scurri.

Daily performance data shows that Sunday 8th February recorded the highest uplift at +102.5 percent YOY, followed by Monday 9th February at +76.3 percent YoY. Growth remained positive through Wednesday 11th February (+10.0 percent), Thursday 12th February (+15.4 percent) and Friday 13th February (+16.8 percent).

However, Valentine’s Day itself saw a -20.7 percent YoY decline, suggesting that many consumers brought purchases forward to avoid delivery risk and ensure gifts arrived on time. Tuesday 10th February also dipped (-19.8 percent), reflecting the volatility typical of event-led trading weeks.

The data highlights a continued shift toward convenience-led fulfilment. Weekend delivery volumes rose by +43.88 percent YoY, while Next Day delivery increased by +26.40 percent. Standard delivery saw modest growth (+3.78 percent) and Two Day delivery rose slightly (+2.89 percent).

In contrast, Signature services declined by -19.45 percent, indicating that while speed remains critical, shoppers may be opting for flexible, lower-friction delivery experiences over more formal signed-for options.

This pattern reinforces the growing importance of agile delivery strategies during seasonal peaks, particularly when gifting occasions fall at weekends.

Category trends reflect evolving Valentine’s spending

Category performance reveals a mixed picture across retail sectors. Toys (+86.3 percent) and Sports Equipment (+31.7 percent) all recorded strong growth, alongside Tool & DIY (+21.0 percent), Fashion (+14.3 percent), Garden & Outdoor (+8.7 percent) and Motor (+4.5 percent).

Meanwhile, more traditional Valentine’s categories such as Gifting (-15.8 percent), Cosmetics (-31.8 percent) and Homewares (-34.1 percent) experienced YoY falls.

These shifts may indicate changing consumer preferences, with shoppers broadening the definition of Valentine’s gifting beyond conventional flowers and beauty products, and potentially favouring experiential, hobby-led or more personalised purchases, depending of course on who is buying for whom.

Rory O’Connor, Founder and CEO of Scurri, commented, “Our Valentine’s data underlines a key trend we continue to see across peak trading moments, that shoppers are increasingly delivery aware. They are planning around cut-off times, weekend availability and next-day options to remove risk from the purchase decision. Retailers can capitalise on these trends by bringing delivery forward in the buyer journey including placing delivery options at checkout to drive checkout completion rates.

During seasonal events, alongside product range and promotional messaging, it is important to ensure that the right delivery options are visible, reliable and easy to select at checkout. When customers are confident their order will arrive on time, conversion follows. When that confidence drops, so does demand.”

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Ahead of Valentine’s Day, research from Checkout.com reveals how UK consumers are beginning to embrace agentic AI tools that can actively search, decide and even purchase on a shopper’s behalf when buying gifts for meaningful occasions.

Checkout.com’s recent Peak Season research found that over a quarter of UK consumers (28 percent) say they would consider using an AI agent to make a purchase on their behalf for Valentine’s Day, signalling growing appetite for agentic commerce alongside traditional seasonal spending.

Checkout.com payments data also shows a recurring surge in spending on flowers on the day before Valentine’s Day. Checkout.com found that UK online flower sales surged 600 percent in 2024 and 558 percent in 2025 on 13th February compared with the average day that month, as shoppers rushed to prepare for Valentine’s Day.

There is a notable uplift in food delivery spending on Valentine’s Day itself. In 2024, food delivery spending rose by 37 percent on 14th February compared to the day before, while in 2025 it increased by 27 percent. This reflects a growing preference for cosy nights in, shared celebrations and more affordable ways to mark the occasion, whether that’s with a romantic partner, friends or family.

Beyond last-minute purchases, Checkout.com’s agentic research shows that consumers are already using AI when buying gifts. More than two in five UK consumers (42 percent) have used AI to help with gift ideas or choosing a present for their partner, while nearly a quarter (24 percent) have used it specifically for gift inspiration. Others are using AI to compare products, find the best deals and manage budgets.

Rory O’Neill, CMO, Checkout.com, said: “Valentine’s Day is a perfect example of how commerce is becoming more agentic. Consumers still want emotional, personal gifts,  but they’re increasingly comfortable letting AI handle the heavy lifting, from researching options to making purchases on their behalf.

For merchants, preparing for agentic commerce means thinking differently about how they’re discovered, trusted and paid. AI agents will prioritise retailers that provide clear product data, transparent pricing and reliable delivery information. If that information isn’t structured and accessible, merchants risk being invisible in an agent-led journey.

It also raises the bar for payments and trust. The brands that win won’t just offer discounts – they’ll offer reliable, secure and machine-readable commerce that both consumers and AI agents can confidently transact with.”

Image courtesy of Unsplash. Photo credit: freestocks.

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By Andrew Scanlon, Head of Sales and Marketing at Staci

Valentine’s Day is increasingly becoming a prime opportunity for retailers. No longer just about couples, the rise of ‘Galentines Day’ – people celebrating with friends, and the ‘self care/treat yourself’ movement for individuals opens up a large new market segment for the traditional holiday. People are even buying themed gifts and treats for their pets.

For brands, seasonal peaks like Valentine’s Day can be make or break. Get it right, and you solidify relationships with existing loyal customers, while also reaching entirely new ones.

There are several key strategies retailers are adopting to ensure they are capitalising on this moment to drive sales and just as importantly, build a customer base that lasts beyond seasonal peaks.

1. Making life easy for new customers

Seasonal peaks often bring a surge of first-time shoppers, but converting them into repeat customers needs careful attention. Retailers must first capture interest by ensuring the most relevant products are in stock and prominently featured on their website.

Once attention is secured, retailers should make the experience as effortless as possible. Dedicated seasonal landing pages that showcase key offers, curated bundles and delivery information in one clear view help guide shoppers. Keeping navigation intuitive, checkout smooth, and ensuring the site performs flawlessly on mobile, helps first-time buyers to move from browsing to purchasing with minimal friction.

2. Embracing personalisation

As brands compete for sales in busy periods such as Valentines Day, even with the best marketing strategies and products it can be difficult to cut through the noise. That’s where personalisation becomes invaluable.

With close alignment between webshop platforms and fulfilment systems, brands can access real-time insight into customer behaviour. This allows offers, recommendations and communications to be shaped around individual preferences rather than broad assumptions. When done well, personalisation adds emotional value, makes the experience more memorable and supports repeat purchasing long after seasonal peaks like Valentine’s Day have passed.

3. Creating a memorable unboxing experience 

Personalisation no longer stops at the online journey. Increasingly, brands are using packaging to create moments that feel considered and memorable once an order arrives. Handwritten notes or small signature touches add an element of surprise to the unboxing, helping customers feel valued, building familiarity with the brand and leaving a stronger overall impression.

In a social media-first environment, these moments have wider reach. A well-executed unboxing can encourage sharing, strengthen emotional connection and support cross-sell or upsell opportunities without feeling forced.

By working closely with e-commerce brands, order data can be analysed to understand what drives conversion and what sits behind peaks in demand. These insights inform the messaging placed inside each order, shaping personalised packaging that feels relevant to the individual shopper. Late-stage printing enables customised text or creative to be added at scale, while in-pack inserts can deliver tailored offers or messages that feel timely and personal rather than generic.

4. Delivery speed and accuracy as non-negotiables

Valentine’s Day often arrives sooner than shoppers expect, driving a sharp rise in last-minute purchases. In this context, fast and reliable delivery becomes central to customer satisfaction. Shoppers increasingly expect orders to arrive quickly, on time and exactly as described, with little tolerance for delays or errors.

To meet these peaks, retailers need fulfilment partners that can stay agile under pressure. Those using machine learning, robotics and advanced automation have a clear advantage, delivering higher accuracy throughout the picking and packing process even as volumes rise.

Proprietary warehouse management systems help by optimising stock placement and streamlining order flow. Keeping products in prime locations enables rapid, accurate dispatch as soon as orders are placed, reducing errors, improving first-time accuracy and protecting the customer experience in a way that supports repeat purchasing.

5. Continuing customer engagement with remarketing schemes

When the earlier stages are delivered well, customers, both new and returning, are far more likely to feel confident and satisfied with their purchase. This creates a natural opportunity to introduce remarketing activity or loyalty programmes while the experience is still fresh.

Reaching customers at this point, shortly after delivery, is especially effective. The product has arrived on time, expectations have been met, and the emotional value of a Valentine’s Day purchase is still present. Thoughtful follow-up, whether through tailored offers, loyalty rewards or timely reminders, can help retailers turn a positive first experience into repeat purchasing and longer-term loyalty.

Love is in the ware(house)

Loyalty is built in the details. Personalisation, unboxing, delivery speed and customer engagement all work together to create a perfect match for customers.

With upcoming peaks like Valentine’s Day 2026, retailers have an opportunity to put this into practice. Curated bundles, personalised gifts and well-timed delivery matter just as much as the product itself, whether shoppers are buying for partners, friends or even pets. The brands that win will be those that treat fulfilment as part of the experience, not the final step.

Image courtesy of Unsplash. Photo credit: Jesse Goll.

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