Gen Z is expected to lead the way in driving Valentine’s Day spend this year, according to data from gifting marketplace, Flowwow.

Despite previous studies showing Gen Z had pulled away from traditional relationship benchmarks, 79% of Gen Zers plan to celebrate Valentine’s Day this year – the highest proportion of any generation, ahead of 76% of Millennials and 56% of Gen X.

Gen Z falls back in love with Valentine’s Day

The data also revealed that Gen Z would drive spending on Valentine’s gifts, each shelling out an average of £70 compared with the national average of £52. 

This shift, according to Flowwow, is born out of digital engagement fatigue amongst younger shoppers, who, despite being the most digitally native generation, increasingly crave authentic connections in real life (IRL).

UK gift orders are expected to rise +27% year-on-year with basket values increasing +68%, as Gen Z seeks authenticity through gifts and face-to-face connection.

Desire for authenticity IRL connection drives Gen Z demand

“Gen Z rejected traditions that felt hollow or performative. Now they’re reclaiming them on their own terms,” said Slava Bogdan, CEO of Flowwow. “When an algorithm can write a love letter in seconds, a bouquet crafted by a local florist with care becomes proof of genuine effort. The gesture matters because it costs time and attention – currencies AI cannot replicate.”

On Flowwow’s marketplace, bouquets typically account for 89% of Valentine’s Day orders, followed by confectionery (6%) and balloons (2%).

Demand for gifts from artisan suppliers is tipped to reach £149, nearly three times the national average, as consumers move away from mass-produced convenience toward curated gifts that demonstrate human effort.

Galentine’s & Palentine’s gifting set to drive ambient sales

Gifting is also expected to extend beyond just showering love-interests with affection, Globaldata’s research shows.

It points to the growing trend of Galentine’s and Palentine’s Day where consumers celebrate friendship as well as romance.

Last year 12% of consumers bought Valentine’s gifts for friends, up +3% year-on-year, while data from Wunderkind showed the trend towards friendship gifting drove a +6.4% boost to ecommerce sales.