Premium treats, AI gifting and more hint at first test of HFSS rules this Valentine’s Day

Valentine’s Day has kicked off the 2026 retail events calendar with momentum, with expenditure forecast to rise by 12% to £1.6bn this year

The latest analysis, carried out across 1,000 UK shoppers by retail and shopper marketing agency, Savvy, suggests all categories are set to grow, with the strongest performances coming from non-alcoholic drinks, beauty products, clothing and flowers.

The research also indicates 42% of UK shoppers plan to celebrate Valentine’s Day in 2026.

The new data also shows many Valentine’s Day shoppers are showing a clear willingness to spend more while remaining highly price-aware.

Two-thirds (68%) say they’re prepared to trade up to premium food or drink for the occasion, and 66% say they are happy to spend more to make the day feel special.

However, a matching 68% say they will actively look for discounts or offers on food and drink in the run-up to 14 February.

Interestingly, new regulations around foods high in fat, sugar and salt (HFSS) will face their first major seasonal test, Savvy believe. This year’s Valentine’s Day is the first seasonal event to be influenced by the regulations.

Alastair Lockhart, insight director, said: “Chocolate is a major Valentine’s category, so this represents the first major test of the new rules. Our online retail audit reveals that brands have quickly adapted by leveraging distinctive brand assets, such as colours, logos and broader cues, without directly featuring restricted products – and this approach appears to be working well, with our research finding that very few shoppers notice any change.

“These new restrictions mean a greater emphasis on owned channels and in-store media…”

“For affected brands, these new restrictions mean a greater emphasis on owned channels and in-store media, and a re-think of how paid-for digital activity is executed.”

The research also shows that, for most Valentine’s shoppers, the occasion remains an at-home event rather than a night out.

Over three-quarters (77%) plan to celebrate at home with their partner, and 73% say they will buy a special meal or drinks. When asked what they would most like to see from their main supermarket in the run-up to Valentine’s Day, nearly half (49%) said they will be looking for the ever-popular Valentine’s meal deal.

Broader expectations of retailers include 35% wanting ideas for Valentine’s gifts and 32% seeking a dedicated Valentine’s Day aisle to make shopping easier.

In addition, almost two-thirds (65%) would rather buy gifts from smaller or local retailers, pointing to opportunities for independent businesses and increasingly popular local markets. Sustainability also features strongly, with 61% of Valentine’s shoppers saying they intend to buy sustainable gifts where possible.

As you might expect, AI may also play a part this year as well.  Lockhart concluded: “AI is rapidly reshaping how shoppers search for gift inspiration, often introducing them to brands and routes to market they may not have previously considered.

”As a result, retailers and brands need to think differently about how they appear in AI-driven discovery, how they show up and how they can close the sale. The rule book is being rewritten.”

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