New data released by same-day delivery business, Gophr, suggests Valentine’s Day gifting in the UK is increasingly divided between those who plan ahead and those who rely on last-minute delivery.
As a result, cakes are emerging as the gift of choice for these last-minute lovers.
Analysis of Gophr’s delivery data from February 2025 shows cake deliveries quadrupled on 14 February, compared to an average day earlier in the month.
This made Valentine’s Day one of the busiest days of the year for same-day cake deliveries, as time-poor romantics turned to fast delivery to save their Valentine’s Day blushes.
Online search behaviour points to a different pattern for flowers. Google Trends data shows that searches for ‘flower delivery’ peak on 13 February, suggesting many consumers intend to plan floral gifts in advance.
However, Gophr’s delivery data shows flower deliveries still surge on 14 February itself, highlighting a gap between intention and action and reinforcing the role of same-day delivery in rescuing Valentine’s Day plans.
Chocolate, meanwhile, appears to be melting away when it comes Valentine’s Day gifting. Searches for ‘chocolate delivery’ peak most strongly in December, with a second spike at Easter.
Steve Allen, senior business development manager at Gophr, saidd: “Roses still dominate for people who plan ahead, but cakes have become the go-to gift for last-minute romantics. They feel more personal, are meant to be shared and, crucially, can arrive just in time.”
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