Shoppers looking to spend more this Valentine’s Day
With Valentine’s Day around the corner, shoppers are looking to spend at least the same or more than last year to show their loved ones just how much they care.
According to the Valentine's Day 2025 Shopping in Canada survey from the Retail Council of Canada (RCC) and Caddle, 56% of shoppers will make a dedicated shopping trip for Valentine purchases, up from 51% in 2024. In the process, the vast majority (85%) will spend the same or more than last year to mark the occasion, and more than half (56%) will spend more than $50.
South of the border, the National Retail Federation (NRF) and Prosper Insights & Analytics, notes that total spending on significant others for Valentine’s Day this year is expected to reach a new record of US$14.6 billion, up from US$14.2 billion in 2024. Plus, one-third (32%) of consumers plan to purchase gifts for friends this Valentine’s Day—the highest number since the survey first launched in 2004. Total spending on gifts for family members is on the rise as well, with forecasted spending at US$4.3 billion, up from $4 billion last year.
Topping the list for most popular Valentine gifts, according to NRF, are candy (56%), flowers (40%) and greeting cards (40%), followed by a night out (35%) and jewelry (22%). When looking for shopping inspiration for Valentine’s Day, shoppers in Canada surveyed by RCC said products seen in stores and flyers topped the list at 40% and 29%, respectively.
READ: An on-trend floral department helps grocers connect with customers and drive profitability
Joe Fusco, vice-president, merchandising at Longo’s says all 40 of the grocer’s stores have a wide selection of items to mark the holiday, especially across floral and bakery departments.
“We have florists in-store every day, and we bring in more options for guests for flower-forward gifting holidays like Valentine’s Day,” he says. “Our ‘florist quality for less’ commitment allows us to provide statement pieces, such as our long-stem premium roses or Guest favourite Cascading Orchids, at an affordable price.” V-Day-themed bouquets start at $29.99 with a wide selection of flowers to choose from, and there is also an option of hatboxes with "blooming handles" as a bouquet alternative. The grocer is offering a chocolate-dipped strawberry bouquet box for a limited time too.
Fusco says Longo’s online pre-order service is getting more and more popular as it provides the convenience of shopping ahead of the holiday and then picking up at the customer’s location of choice. “Valentine’s Day is a holiday we celebrate with our whole hearts at Longo’s,” he says.
At Stong’s Market Northwoods in Vancouver, B.C., assistant store manager Nikita Gupta says plans for February 14 started long before with some pre-orders of items happening the previous summer. “Lucrative items like long-stemmed strawberries are often hard to find and forecasting quantity while trying to source the best quality is a challenge we accept head on,” she says, noting that chocolate covered strawberries, cheese and chocolate fondues, fresh floral bouquets and cards are popular items this time of year.
This holiday, along with some date-night recipes, Stong’s Market has added Hearts & Kisses Donuts as well as a personal charcuterie kit that gives shoppers the opportunity to style their perfect Valentine’s Dinner In.
Gupta is not surprised that shoppers are looking to buy for a wider range of people this year. “Valentine's Day has expanded from a traditional romantic holiday alone into a celebration of friendship and bonding,” she says. “It's evolved into a day to celebrate love, be it a significant other, a close friend or your mom.”
She says Galentine's has maintained a strong foothold in the brunch and mocktails sections, while customers are also picking up heart candy and cards for kids to share with their classmates. “There's an emotional pull to express affection, love and appreciation, and what better way than Valentine's Day,” says Gupta.
