Press Release

For immediate release

£1.45 billion to be spent on Valentine’s Day

  • Almost 80% of Brits plan to celebrate Valentine’s Day this year
  • 32 million plan on spending an average of £35 each on 14 February
  • Both the number of Brits celebrating and the amount spent has increased since 2018

05, February, 2020, LONDON

Over 32 million (61%) Brits will be spending this Valentine’s Day, according to shopping comparison site

A further 9.4 million (18%) will celebrate without spending anything. Of those who will be spending money they plan to part with £35 on average, meaning a total of £1.45 billion will be spent.

Overall 4 in 5 Brits (79%) plan to celebrate Valentine’s Day in 2020, an increase from 69% in 2018. The average amount spent this year has also increased, with the average spend per person being £35, a 23% increase (£7) from £28 in 2018.

However, more of us plan on celebrating without spending any money – 18% will do so in 2020, compared to 16% in 2018.


Of those who are going to spend, men plan to be the bigger spenders, forking out around £44 on average compared to £26 for women. On the other hand, women are more likely than men to be celebrating Valentine’s Day without spending any money (20% vs 16%).


Londoners are planning to spend the most on their loved ones, spending £52 on average. At the other end of the scale, the South West of England has the lowest average spend at £28. East Midlands has the highest concentration of people who won’t celebrate Valentine’s Day, with 26% of residents saying that they won’t be celebrating the day at all.


Millennials intend to spend the most this Valentine’s Day, forking out £42 on average. The silent generation will be the lowest spenders, averaging £12 per person, and are also the least likely to celebrate Valentine’s Day, with only 58% planning on doing so.

To see the full breakdown of the research, visit:


Finder commissioned Onepoll on 21–23 January 2020 to carry out a nationally representative survey of adults aged 18+.

A total of 2,000 people were questioned throughout Great Britain, with representative quotas for gender, age and region.


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