Valentine’s Day statistics 2025: What is the average spend?

Each year, when the day of love arrives on 14 February, people across the UK spend significant amounts on their significant others, beloved pets or even themselves. It’s safe to say that Valentine’s Day has grown to become a special day all over the world… and it’s also a big day for our bank accounts! So, how many people are celebrating, and how much does the average Brit spend?

Valentine’s Day statistics: Highlights

• 3 in 5 Brits (61%) will celebrate Valentine’s Day in 2025, around 32.7 million people.
• The average spend on Valentine’s Day is predicted to be £52 per person in 2025.
• The UK is predicted to spend a total of almost £1.5 billion on Valentine’s Day in 2025.
• Generation Z (aged 18-27) are the most likely generation to celebrate Valentine’s Day this year, with 4 in 5 (79%) marking the occasion.
• Londoners will spend the most on Valentine’s Day, with a planned average spend of £69 each.

How many people celebrate Valentine’s Day?

In 2025, an estimated 32.7 million Brits plan to celebrate Valentine’s Day, which is three-fifths (61%) of the population. More than half of Brits (53%) also plan to spend at least some money on their Valentine’s Day celebrations, around 28.5 million people.

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What is the average spend on Valentine’s Day?

Brits are planning to spend an average of £52 each for Valentine’s Day, whether that’s buying gifts for a loved one or enjoying a nice meal. Men are planning to spend more than women, with an average spend of £63 each compared to £40 for women.

How much money is spent on Valentine’s Day?

With an estimated 28.5 million people planning to spend at least some money on the occasion, the UK is predicted to spend a total of almost £1.5 billion on Valentine’s Day in 2025. This is a substantial increase from 2021, when an estimated £926,000 was spent on Valentine’s Day.

Valentine’s Day spending by generation

Generation Z (aged 18-27) are the most likely to celebrate Valentine’s Day this year, with 4 in 5 (79%) marking the day of love. Three-quarters (75%) will be spending at least some money, with an average spend of £70 each. Millennials (aged 28-43) are not far behind, as three-quarters of this cohort (76%) will be celebrating and 71% plan to spend money on the occasion – an average of £63 each.

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The likelihood of celebrating Valentine’s Day decreases with age, perhaps as the novelty wears off over time. 56% of generation X (aged 44-59) and 45% of baby boomers (aged 60-78) will celebrate the day of love, while only 30% of the silent generation will mark the occasion.

These generations also plan to spend less than their younger counterparts, with an average spend of £39 for generation X, £33 for baby boomers and £35 for the silent generation.

Valentine’s Day spending by region

Londoners will be spending the most this Valentine’s Day, with the average resident planning to shell out £69 on the occasion. Those in the North West are not far behind, planning to spend £63 each.

Residents in Scotland are being more savvy with their Valentine’s Day spending, shelling out an average of just £36 each. This is a similar picture in the North East, with an average spend of £37, and the South West, with an average spend of £40.

Northern Ireland residents are the most likely to celebrate, with 71% making plans for Valentine’s Day. Those in London (68%) and the South East (63%) are next on the list of regions planning to celebrate with their loved ones. Meanwhile, people in Wales are least likely to celebrate, with just half (50%) planning to do so.

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Methodology

Finder commissioned Censuswide to carry out a nationally representative survey of adults aged 18+. A total of 2,000 people were questioned throughout Great Britain between 20 January and 22 January 2025, with representative quotas for gender, age and region.