Valentine’s Day is the one day of the year when love is truly in the air. Whether you’re spending the day with a partner, friends or family, M&S surveyed over 2,000 Brits to better understand attitudes towards the day, gifting, and love languages.
How are Brits celebrating?
While 54% of Brits mark Valentine’s Day most years, the way they celebrate varies. When looking into the nation’s favourite ways to celebrate, spending time with loved ones is the top choice (41%), followed by romantic gestures (31%) and romantic dinners (28%).
Regional preferences also emerged, with Northern Ireland leading in romantic gestures (52%) and Londoners favouring quality time (53%). Despite its popularity, romantic dinners are less appealing to women (25%) than men (32%). For some, an ideal Valentine’s Day includes a quiet night in with a takeaway (16%) or even a spa day (9%).
Are we getting gifting right?
Gift-giving is the primary love language for 48% of Brits, yet finding the perfect present isn’t always easy.
Chocolates (24%), flowers (19%), and romantic dinners (16%) are the most received gifts. However, when it comes to people’s preferences, the ideal presents to receive are romantic dinners (26%), chocolates (20%), and perfume or cologne, particularly among younger couples (31%).
Confidence in gift-giving abilities also varies across age groups. While 39% of Brits believe they often get the right gift for their partner, only 26% claim to always or sometimes nail it.
Flowers remain a timeless Valentine’s staple, especially among 25–34-year-olds, where 36% report receiving them on the day. 31% of women in total have said they’ve received flowers, and 25% said it’s what they’d like most. So, while a bouquet might feel like a cliché, its enduring charm and sentiment make it a fail-safe way to express your love.
No matter how you choose to celebrate, M&S has everything you need to make this Valentine’s Day truly special.
Top gifts for the foodie lovers
Seeing as a romantic dinner was the most desired way to spend Valentines, as well as 71% of Brits saying their love language was quality time, why not combine the two with the ultimate gifts for romantic foodies.
£35 If your significant other has a sweet tooth, they will love this Belgian gift bag, filled with an indulgent selection of delicious treats, all wrapped up in this thoughtful gift bag. | M&S SPANISH FOOD & WINE PAIRING GIFT £65 This gift hamper is the ideal present for food and drink lovers. Inside, they’ll find a bottle of Rioja from our Collection range to enjoy with a charcuterie selection, sourdough crackers, quince paste, olives and more. | £35 This beautiful bag has all you need to treat someone special, with little bottles of Prosecco, indulgent Swiss chocolate truffles, a candle, hand wash and hand lotion from our beautiful calm collection. |
Presents for the selfcare enthusiasts
Relaxing and spending some much need down time to truly connect with your partner is a must. So, these presents will give you both the opportunity to unwind together in your own romantic oasis
M&S COLLECTION WELLNESS BOX 2025 £30 Unwrap moments of pure bliss with our 2025 Wellness Box, a curated collection of pampering essentials, featuring four full-sized products and a selection of deluxe travel sizes worth over £100. | M&S COLLECTION URBAN LABS WASH & FRAGRANCE SET £14 This Urban Labs set is a luxurious addition to his grooming regimen. The comprehensive collection includes a revitalising body wash, facial wash and eau de toilette, all infused with the sophisticated notes of birch, amber and musk. |
£10 For those who love their cologne and perfume, they will love best seller fragrance, This Warm Neroli eau de toilette from the Discover collection, has citrusy notes of neroli and bergamot meet an earthy dry down of musk, creating an elegant scent. | M&S COLLECTION NOURISHING BODY OIL & BODY BRUSH SET £12 This body oil and dry brush set makes a luxurious gift for anyone who deserves a little pampering. The brush gently exfoliates, preparing the skin to absorb the nourishing oil. The oil is infused with gentle jasmine and rose flowers and has a relaxing lavender and chamomile scent that lingers on the skin. |
Flower based gifts for classic romantics
For those typical, fun, romantic gifts you can’t go wrong with a beautifully crafted flower bouquet to show your significant other just how much you love them.
DOZEN RED ROSES BOUQUET WITH PROSECCO & CHOCOLATES £55 Show your loved one how much they mean to you with this lavish bouquet of a dozen red roses. Their gift comes complete with a box of luxurious truffle chocolates and a bottle of Bellante prosecco to add extra sparkle. | ROSES, LISIANTHUS & ANTIRRHINUM BRIGHT BOUQUET £45 Bring bursts of colour to their day with this eye-catching bouquet. This 25-stem display combines peach and orange roses, blue lisianthus and rhididendron. The overall palette is a good mood booster so would make the perfect gift a loved one on Valentine’s Day. |
M&S COLLECTION SET OF 2 HOTTIE & CUTIE PILLAR CANDLES £6 These playful, decorative candles will make a statement addition to any space. The pack includes two interlocking wavy-shaped designs with 3D ‘Hottie’ and ‘Cutie’ slogans on the side. | SPENCER BEAR VALENTINE’S DAYSOFT TOY £12 Treat your sweetie to this adorable Valentine’s Spencer Bear™ cuddly toy, crafted from snuggly faux fur. Spencer is ready for his date, complete with a red rose and bow tie. |
Making your gift personal
Make each gift truly memorable with a thoughtful personal touch. Adding a handwritten note can turn a simple present into something special, seeing as 11% from the survey said they would love to receive a personalised love letter as a Valentines gift.
