Valentine’s Day is no longer just for couples, new data from Flowwow, a global gifting marketplace, shows British consumers are redefining the £2.1 billion UK Valentine’s market by gifting friends, themselves, and even pets — with orders up 27% year-on-year and basket values rising 68% to £143.
Bouquets remain dominant at 89% of orders, while confectionery (6%) and balloons (2%) gain ground.
Self-gifting wins: treating yourself jumps 120%
Self‑gifting is the fastest‑growing segment of Valentine’s Day spending, reflecting a broader wellness boom in the UK, with the market projected to reach £41 billion by 2026.
Slava Bogdan, CEO and co-founder of Flowwow, comments: “We’ve seen a 120% surge in self-gifting, highlighting a cultural shift: Valentine’s Day is no longer just for romantic partners. Younger consumers increasingly treat February 14th as a moment for self-care, embracing wellness.”
The behaviour is common among young and female audiences. Among 18-24 year-olds, 60% self-gifted last year, up from 58% the year before. Women lead at 40% compared to 28% of men. Popular categories include flowers, confectionery, and beauty products. Average self-gift spending sits around £12.50-£14, making it an accessible way to participate on occasion.
Notably, single people are the least likely to give something to themselves, despite being the logical audience, although 20% still plan to splash out on self-love. This is a clear opportunity for retailers to move messaging beyond romance.
Love for friends, teams, and even tails
Almost 50% of Britons now view Valentine’s Day as celebrating all relationships, not just romantic connections. Friend-gifting is the fastest-growing recipient category, with 41% planning to celebrate friendships instead of romance. UK searches for “Galentine’s Day” are up 1,600% over five years, and 68% of single women now mark the occasion with friends.
In the workplace, UK residents celebrate Valentine’s Day with colleagues by bringing in boxes of chocolates to share, small flowers or cards, or treating everyone to coffee. Employers use this day as an opportunity to recognise employees. With 79% of staff citing lack of appreciation as a reason for leaving their jobs, Valentine’s Day is an ideal moment to show teams they are valued.
UK shoppers also extend Valentine’s affection to their pets: 30.4% of pet owners buy gifts for their animals, with 35% spending more on their pet than their partner. Treats (86%) and toys (76%) top the category list, with the average spend reaching £21.
In 2026, Valentine’s Day is evolving into a reflection of modern values, where spending reveals not just romance, but care, connection, and self-investment across all types of relationships.
