Effort tops extravagance as Valentine’s shoppers put ’emotional ROI’ at the heart of spending

A sharp sense of value and an ‘effort over expense’ approach to gift-buying will shape consumers’ seasonal spending on Valentine’s Day, the latest data from VoucherCodes predicts. While 66% of UK consumers plan to spend the same or more on Valentine’s Day this year, almost half (47%) will prioritise gifts that require effort without significant spending.…

Retail Rewired

February 10, 2026

1–2 minutes

consumer confidence, consumer spending, Data & research

A sharp sense of value and an ‘effort over expense’ approach to gift-buying will shape consumers’ seasonal spending on Valentine’s Day, the latest data from VoucherCodes predicts.

While 66% of UK consumers plan to spend the same or more on Valentine’s Day this year, almost half (47%) will prioritise gifts that require effort without significant spending. A further 42% say they will be guided by an “emotional return on investment” when purchasing Valentine’s gifts.

“Consumers haven’t fallen out of love with Valentine’s Day, but they are far more mindful of how they spend,” said Moji Oshisanya, CCO at VoucherCodes.co.uk. “Spending is still happening, but it’s being directed towards purchases that feel thoughtful, fairly priced and emotionally relevant instead.”

Value-led Valentines

This shift is reflected in how consumers plan to shop, with three quarters (74%) intending to look for deals or discounts, rising to 80% of women.

Rather than chasing the biggest discounts, shoppers will also be looking for financial and emotional purchase justification. Almost a sixth (14%) will choose experiences to enjoy with their partner and a further 15% now prefer “thoughtful” gifts.

“Value is no longer defined by price alone. Shoppers are weighing emotional return on spend just as carefully as financial cost, and retailers need to reflect that in how they position products, bundles and promotions,” Oshisanya added.

Authenticity wins hearts of Gen Z shoppers

This follows separate research from gifting marketplace, Flowwow, which shows that Gen Z will lead the way in Valentine’s Day spend this year, with a focus on gifts that require authentic effort.

“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,” Bogdan added.