Valentine’s Day: All you need is (self) love

The day of love is fast approaching on February 14, with many of us celebrating by spending money on our significant others, beloved pets and even ourselves. But how much does the day really cost and just who are we shelling out for this Valentine’s Day?

One for you, one for me

According to the research, 25% of Brits plan to treat themselves this Valentine’s Day. Those planning to spend the money on themselves will spend an average of £12.50 each, totalling £155 million across the UK.

For statistics on how much the people in the UK are spending on each other on Valentine’s Day click here.

Singletons not the only ones treating themselves

It appears those in a relationship, whether married or not, are most likely to treat themselves this Valentine’s Day. Call it complacency?

Unmarried people in a relationship are the most likely to dish out the dough on themselves, with 33% planning to do so. Married couples are the next most likely, with 25% intending to look after number 1.

Singletons are the least likely to give something to themselves, although 20% still plan to splash out on some self-love. Perhaps they’d rather spend the money to impress a new suitor?

Not only are those in a relationship more likely to allow themselves a treat or two, they’re also planning to spend more than those without a ball and chain. Unmarried partners planning to buy a little somethin’ somethin’ for themselves will spend £13, while single people intend to spend just over £10 each.

Relationship status Percentage gifting self Amount spent on self
Single 19.70% £10.41
In a relationship 32.70% £15.88
Married 24.50% £13.40

Hey big spender, spend a little (love) on me

Significantly more men plan to spend money on themselves this Valentine’s Day, with 28% planning to do so compared to 19% of women. Men will also spend almost twice as much as women (£16 compared to £9), with 10% actually planning to splash more than £40 on themselves.

Who to buy for Male Female
Gifting self 28.06% 19.90%
Amount spent on self £15.97 £9.06

Young love

As you can see, there’s a clear correlation between age and the amount of people planning to treat themselves. Not only are those in generation Z the most likely to buy themselves something on Valentine’s Day, they will spend an average of £21.40, which is over 4 times the amount baby boomers and the silent generation will spend (£4.92 and £3.49 respectively).

Generation Percentage gifting self Amount spent on self
Silent (Born 1928-1945) 7% £3.49
Boomers (Born 1946-1964) 16% £4.92
Generation X (Born 1965-1980) 27% £15.73
Millennials (Born 1981-1996) 32% £18.72
Postmillennial/Generation Z (Born after 1996) 35% £21.40

Love has no boundaries

Those in the North East are the most likely to treat themselves with 34% doing so while Londoners aren’t far behind with 30%. Only 20% of Yorkshire and Humber residents plan to buy a gift for themselves, making it the most frugal region when it comes to showing a bit of self-love.

Region Percentage
South West 16.70%
South East 20.90%
East of England 20.50%
West Midlands 21.10%
East Midlands 21.60%
Yorshire and the Humber 20.00%
North West 26.70%
North East 33.80%
Wales 28.60%
Scotland 26.70%
Northern Ireland 27.30%
London 30.10%

Map showing percentage of people self-gifting regionally

Year on year

Last year, Finder found that 53% of Brits would buy gifts for their loved ones on Valentine’s Day, spending a total of £790 million. If this figure were to be repeated this year, it would mean that around 21% of our Valentine’s Day expenditure is spent on ourselves.

“With Valentine’s Day advertising starting well before the 14th, it’s understandable that many people may feel the need to give themselves some attention as well.
“We’ve put together some useful guides (including gifts to get yourself!) to help you choose a thoughtful present that won’t break the bank.”

– Jon Ostler, UK CEO at

Methodology commissioned OnePoll 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. The research was conducted at the end of 2018.

Click here for more research. For all media enquiries, please contact

Matt Mckenna
Head of UK communications
T: +44 20 8191 8806

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