Here’s how Valentine’s Day gifts have changed overtime What are the Valentine’s Day shopping trends?
Valentine’s Day is one of the most profitable moments of the year for e-commerce, although purchasing habits linked to this occasion have changed alongside the new interpretations introduced by Gen Z. In fact, new consumers are moving away from “obligatory” gifts – and traditional ones – such as flowers, chocolates or sentimental cards, preferring personalized products designed to be “tailor-made”. In Italy, for instance, as highlighted by a report by Ecommerce HUB on purchasing trends, online searches have shown an average 30% increase in searches for products related to personal passions and romanticism. But what do these trends really tell us?
What do the data tell us?
@sophia.lama4 The flowers and love letter would send me #longdistancerelationship #longdistancelove #valentinesday #valentinesdayideas #freshsendsflowers #relationshipgoals original sound - Soph | Content Creator & UGC
Board games (+66.5%), musical instruments (+60.5%), sports equipment (+59%) and vinyl records (+27%) are among the products that recorded the most significant growth in purchases. Alongside these, there are gifts dedicated to well-being and relaxation – increasingly appreciated (+26%). Interest has also grown in more refined options, such as male sex toys (+21.5%), proving how Valentine’s Day is being experienced in a less conventional way.
Looking at the European context, cultural differences emerge and are reflected in purchasing habits. In the United Kingdom, for example, Valentine’s Day gifts remain strongly anchored to the fashion world, and more specifically to accessories (+60%) and fragrances (+34.5%). In France, on the other hand, food-related products such as crepe makers (+57%) and electric teapots (+33%) are the most popular, while Germany and Austria show a growing inclination toward gifts linked to entertainment(+53%) and technology( +30.5%). Spain is the only European country where products traditionally associated with Valentine’s Day, such as wine (+27%) or cosmetics (+15%) – the elements for the perfect date – continue to perform strongly.
Does exchanging gifts still make sense?
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Based on these data, it is reasonable to expect that in 2026 the trend in individual countries will continue roughly in the same direction and consumers will keep choosing gifts more aligned with their respective recipients; at the same time, products dedicated to well-being and self-care will maintain a central role in purchasing habits, while products that until recently were considered niche will become increasingly common and socially accepted.
The market shift shows how the gift is no longer necessarily an “obligatory” object dictated by social conventions, but can instead become an authentic gesture of care, directed toward another person or even toward oneself. Valentine’s Day, therefore, is no longer merely a consumer showcase, but can turn into an opportunity to express a sincere feeling, whether romantic or personal. Rather than purchasing something standardized, it becomes a day that simply offers the “excuse” to celebrate love in a free and spontaneous way, without predefined schemes.
