Valentine’s Day statistics 2026: 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

• 68% of Brits will celebrate Valentine’s Day in 2026, around 37.5 million people.
• The average spend on Valentine’s Day is predicted to be £49 per person in 2026.
• The UK is predicted to spend a total of more than £1.5 billion on Valentine’s Day in 2026.
• Generation Z (aged 18-27) are the most likely generation to celebrate Valentine’s Day this year, with 86% marking the occasion.
• Londoners will spend the most on Valentine’s Day, with a planned average spend of £72 each.

How many people celebrate Valentine’s Day?

In 2026, an estimated 37.5 million Brits plan to celebrate Valentine’s Day, which is over two-thirds of the population (68%). 58% of UK adults also plan to spend at least some money on their Valentine’s Day celebrations, around 31.7 million people.

• Graph
• Table

What is the average spend on Valentine’s Day?

Brits are planning to spend an average of £49 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 £57 each compared to £41 for women.

How much money is spent on Valentine’s Day?

With an estimated 31.7 million people planning to spend at least some money on the occasion, the UK is predicted to spend a total of more than £1.5 billion on Valentine’s Day in 2026. 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 18-28) are the most likely to celebrate Valentine’s Day this year, with 86% marking the day of love. 79% will be spending at least some money, with an average spend of £50 each.

Millennials (aged 29-44) are planning to spend the most – 3 in 4 (73%) will be shelling out some cash, with the average spend sitting at £70.

• Graph
• Table

The likelihood of celebrating Valentine’s Day decreases with age, perhaps as the novelty wears off over time. 56% of generation X (aged 45-60) and half of baby boomers (aged 61-79) will celebrate the day of love, while only 28% of the silent generation (aged 80+) will mark the occasion.

These generations also plan to spend less than their younger counterparts, with an average spend of £36 for generation X, £30 for baby boomers and £33 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 £72 on the occasion. Those in Northern Ireland are not far behind, planning to just under £72 each.

Residents in Wales are being more savvy with their Valentine’s Day spending, shelling out an average of just £34 each. This is a similar picture in the North East, with an average spend of £37, and Scotland, with an average spend of £39.

Despite having the lowest average spend, residents in Wales are the most likely to celebrate, with 77% making plans for Valentine’s Day. Those in the East Midlands (76%), London (73%) and the West Midlands (73%) are next on the list of regions planning to celebrate with their loved ones. Meanwhile, people in Yorkshire are least likely to celebrate, with just 57% planning to do so.

• Graph
• Table

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 9 and 11 February 2026, with representative quotas for gender, age and region. The online survey has a margin of error of ±2.2% at a 95% confidence level. Censuswide follows the MRS Code of Conduct, ESOMAR principles, and is a member of the British Polling Council.