Valentine's Day trends & statistics 2025 - key insights

Valentine's Day 2025 is shaping up to be a special opportunity for convenience baked goods. With a clear trend towards celebrating at home, quickly available, fresh bakery products are becoming even more important.

The four-fold increase in demand for same-day delivery on 14 February makes them the ideal last-minute solution. Whether fresh croissants, heart-shaped donuts or lovingly designed biscuits - convenience baked goods are in tune with the zeitgeist of a new generation that not only celebrates the day romantically, but also with friends or themselves.

This makes them a key segment that perfectly combines indulgence and emotional connection.

New consumer trends determine the market

According to a survey by statistics portal Statista, around half of Germans give gifts for Valentine's Day. The UK Valentine's Day market reached a value of £2.1 billion in 2024, showing strong consumer engagement despite economic pressures. Overall, people are looking for that time out, wanting to savour moments and connect with others whenever they can. Eating together is a great way to do this.

According to online market research YouGov, 61% of Brits are keeping their Valentine's budget stable, with only 16% planning to cut back. With the cost of living being felt more keenly, more consumers may be celebrating at home rather than going out. There is an opportunity or need here for consumers to buy a dessert or fresh baked goods to make the meal at home extra special.

Clear preferences are emerging:

Fresh baked goods as an emotional gesture of affection
High demand for high-quality last-minute solutions
Quality and flavour experience as decisive purchasing criteria
Growing importance of visual presentation

Incidentally, the average Valentine's Day spend varies significantly across Europe:

France: € 105.50 per person
Germany: € 98.00 per person
Italy: € 85.00 per person
UK: €96.00 per person

Generation Z shapes new celebration culture

Remarkable: The young generation is developing new celebration rituals and fundamentally changing the traditional Valentine's Day. Alternative celebrations such as ‘Galentine's Day’ are gaining in importance. The figures show:

62% of 16-34 year olds give themselves gifts
59% of Gen-Z use the day for friendship gifts
48% prefer food gifts
27% generally choose food and drink gifts

Men dominate when buying flowers (50%), while women are more concerned with digital shopping inspiration (20% use Instagram). Demand for same-day delivery increases 4-fold on 14 February, indicating an increase in last-minute shopping. Is this an opportunity for fresh baked goods to be seen as an option for last-minute shoppers or the forgetful? What says ‘I love you’ more than a fresh croissant or a fresh, luscious donut?

Successful brand innovations in the premium segment

Costa Coffee developed a new product range, including biscuits with ‘Love me, hug me’, which are expected to be particularly popular on Valentine's Day.
Heart-shaped donuts, as from the Baker&Baker range- ideal for gifting
Lovingly designed biscuits with emotional messages
Themed product lines for different target groups
Combinations with hot drinks as a moment of indulgence

Opportunities for bakeries

Emotional connection: Food is often associated with love, comfort and care, making it a powerful expression of affection on Valentine's Day.
Indulgence & Romance: Indulging loved ones with sweet, decadent foods such as chocolates, pastries and desserts symbolises pleasure and appreciation.
Symbolism in ingredients: Many ingredients such as chocolate, strawberries and honey have long been associated with romance and passion, which adds to their appeal on Valentine's Day.
Tradition & Celebration: Meals are at the centre of celebrations, and Valentine's Day-themed treats or romantic dinners create memorable moments that reinforce love and connection.

Development potential:

Impulse and spontaneous purchases have a strong link to fresh bakery
Special premium product lines for friendship gifts
High-quality baked goods for conscious moments of indulgence
Child-friendly variants for families
Sustainable packaging solutions for environmentally conscious consumers

^{Sources: United Kingdom (UK) Valentine’s Day Intentions – Analyzing Market Trends, Penetration, Spending Intentions and Consumer Attitudes, 2025 Update, Valentine’s Day Retail Trends and Statistics, UK retailers prepare for a buoyant Valentine’s Day as more shoppers intend to spend, says GlobalData ,Costa unveils new bakery menu for 2025 | British Baker}