New data from same-day delivery business Gophr suggests Valentine’s Day gifting in the UK is increasingly divided between those who plan ahead and those who rely on last-minute delivery.
And cakes are emerging as the gift of choice for these last-minute lovers.
Analysis of Gophr’s delivery data from February 2025 shows that cake deliveries quadrupled on 14 February, compared to an average day earlier in the month. This made Valentine’s Day one of the busiest days of the year for same-day cake deliveries, as time-poor romantics turned to fast delivery to save their Valentine’s Day blushes.
The growing reliance on same-day delivery is reflected more broadly in online search behaviour, with Google Trends data showing searches for “same day delivery” peaking on 14 February.
Online search behaviour also points to a different pattern for flowers. Google Trends data shows that searches for “flower delivery” peak on 13 February, suggesting many consumers intend to plan floral gifts in advance. However, Gophr’s delivery data shows that flower deliveries still surge on 14 February itself, highlighting a gap between intention and action and reinforcing the role of same-day delivery in rescuing Valentine’s Day plans.
In contrast, searches for “Valentine’s Day cake”, “cupcake delivery”, and “greeting card” all peak on 14 February, with interest in “cake delivery” rising sharply from 12 February before reaching its highest point on the day itself.
Chocolate, meanwhile, appears to be melting away when it comes Valentine’s Day gifting. Searches for “chocolate delivery” peak most strongly in December, with a second spike at Easter. Valentine’s Day now ranks only as the third-largest peak for chocolate searches, suggesting it has become a seasonal staple rather than a romantic centrepiece.
Steve Allen, senior business development manager at Gophr, commented: “Roses still dominate for people who plan ahead, but cakes have become the go-to gift for last-minute romantics. They feel more personal, they are meant to be shared, and crucially, they can arrive just in time.
“That also makes cake delivery one of the most demanding types of same-day fulfilment. From careful packaging to temperature control and timing, cakes need to be handled with the same care as any specialist delivery. Getting that right means working with a delivery partner that understands what’s at stake.
Longer-term romance, however, appears far more organised. Searches for “engagement ring” peak in late summer, months ahead of Valentine’s Day. While proposals may be carefully planned, cakes seem to be more for those leaving their love late.
