Valentine’s Day retail surveys reveal key consumer trends in Canada and the US
While Americans prefer online shopping for Valentine's Day, Canadians are sticking to in-store shopping at local or independent retailers.
On February 3, the Retail Council of Canada published its annual Valentine’s Day 2025 Shopping in Canada Survey. The report, based on research powered by the survey panel Caddle, revealed shopping trends and spending habits of Canadians during the season of love.
Conducted in January 2025, the survey involved two representative randomized samples of nearly 9,500 Canadian adults each.
The survey found a slight decline in Canadians planning to celebrate the holiday but a slight increase in people willing to spend the same or more compared to last year. The report also showed that while fewer people are celebrating Valentine’s Day, those who do are prepared to spend the same or more. An increase in last-minute shopping trips was also noted, alongside a rise in dedicated shopping trips, at 56 per cent compared to last year’s 51 per cent.
The most popular categories of spending were restaurants, followed by food, alcohol and candies, flowers and decorations, and entertainment and activities. The love-struck spenders of these goods will make up 37 per cent of shoppers in Canada, a drop from 48 per cent in 2023.
While 28 per cent of shoppers seek out sustainable products, 42 per cent do not consider “purchasing eco-friendly packaging or sustainable items important.” Moreover, despite the prominence of online shopping, the vast majority of shoppers prefer in-store shopping for Valentine’s Day, with 54 per cent preferring to shop at a local or independent retailer.
The report also noted that men were more likely to participate in Valentine’s Day shopping than women and that most Canadians obtain inspiration for purchases from products seen in stores.
South of the border, the National Retail Federation (NRF) published its yearly Valentine’s Day survey on January 28 and reported consumer data specific to the US.
Conducted in early January and featuring around 8,000 adults, the survey expected consumers to spend a record US$27.5 billion, breaking the previous record of US$27.4 billion in 2020, with an expected average of US$188.81 spent per person—a figure which increased from 2024. An increase in the number of people planning to celebrate was also reported, as well as the number of men choosing to celebrate.
In regards to the results, NRF Vice President of Industry and Consumer Insights Katherine Cullen stated, “Consumers are looking for special ways to treat their loved ones and can expect retailers to provide the best gift options and deals.”
Additionally, the NRF survey reported that the most popular gift categories included candy, flowers, greeting cards, an evening out, and jewelry. Furthermore, the amount spent on significant others is expected to reach a record high of US$14.6 billion, with spending on family members predicted to be US$4.3 billion, lining up with earlier figures. Online shopping continues to be the top shopping method, with department stores coming in second and discount stores at third.
The survey also considered the various recipients of Valentine’s Day purchases, including significant others, family members, co-workers, friend groups, and buyers themselves.
