Valentine's Day spending increases in 2022, according to new data

Valentine's Day boosted UK online revenues with shoppers predicted to have spent approximately £1.37 billion on 14 February, up from £926 million last year.

According to the latest data from Wunderkind, people had the chance to celebrate in person again following last year's "virtual-only" Valentine's Day, with UK e-commerce retailers seeing a boost to online revenues, traffic and customer engagement ahead of 14 February.

In the two weeks leading up to Valentine’s Day (1–14 February) online revenues were up by 0.2% year-on-year, while traffic for UK e-commerce sites increased by 33% against 2021 and 39% compared to pre-pandemic levels.

The biggest spikes in online sales took place on 2 February, when digital revenues rose by 99% on the daily average for the month and again on 13 February, one day before Valentine's, when digital revenues rose 72% compared to the daily average.

The company further noted that the Valentine’s Day gifting category was evolving, with shoppers investing in traditional gifts such as fragrance, which were up 50% at retailer Perfume Direct, whilst also looking for more diverse alternatives.

Jon Halley, Regional Vice President, EMEA at Wunderkind , commented: “The sustained level of accelerated online demand we’ve seen around Valentine’s Day this year is testament to the central role digital now plays in consumers’ buying journeys. This is especially evident when you consider the uplift in both traffic and revenues this year compared to 2021, when Valentine’s Day was a virtual-only affair due to stores being closed during lockdown. This uptick in digital demand underlines the permanent shift to digital-first buying behaviours we’ve witnessed.”