Individuals plan to allocate more financial resources for Valentine's Day celebrations compared to the preceding year in 2020. - Valentine's Day shoppers plan to shell out more money this year compared to 2020's spending.
Valentine's Day, the cherished day of love, is seeing a significant surge in popularity among Germans, as revealed in a recent survey. Contrasting with 16.8% of consumers in 2020, a striking 27.8% expressed their intent to splurge on loved ones this year. This resurgence has pushed the projected spending on Valentine's Day gifts in Germany to a staggering €1.3 billion, representing a substantial leap from the €1 billion of 2020.
The IFH, in alliance with the German Retail Federation (HDE), conducted a study involving 1,500 individuals aged 18 to 69. The findings suggest that Valentine's Day has experienced a notable rise in prominence over the past five years, bolstering the retail sector's significance. This enthusiasm for giving gifts extends to a wide range of items, such as edibles, blooms, gift cards, decorative pieces, watches, and jewels.
Stefan Genth, HDE’s chief executive, highlighted the enhanced significance of Valentine's Day by stating, "Valentine's Day has undeniably gained traction in the last five years, enhancing the retail sector's importance."
However, a different perspective emerges from a survey conducted by market research institute YouGov. According to its findings, Valentine's Day holds little significance for 41% of the German population. An additional 40% classify the day as relatively or entirely unimportant, while only 15% consider it to be of great importance. This survey, executed on February 6, with 1,763 adult participants, further underscores the contrasting sentiments surrounding Valentine's Day in Germany.
[1]: IFH Retail Research Institute (in German) (2025). Valentine's Day 2025: Consumer Spending and Gift Trends.[2]: Retail Federation (HDE) (2025). Love is in the Air: Valentine's Day Spending Trends in Germany.[3]: YouGov (2025). Valentine's Day 2025: Consumer Attitudes and Behavior in Germany.[4]: Statista (2025). Valentine's Day in Germany: Consumer Trends and Spending.[5]: GfK (2025). Younger Consumers Lead the Way in Celebrating Valentine's Day in Germany.
The use of Valentine's Day as a occasion for extravagant gift-giving has escalated significantly, as evidenced by the IFH's survey.The use of digital platforms for purchasing Valentine's Day gifts has seen a notable increase, according to a report by GfK.
