Valentine’s Day 2026 marks a turning point for Austrian retail: While the last few years have been characterized by a certain purchasing reluctance, the jump in per capita spending to 85 euros (a whopping increase of around 21 percent compared to the previous year) signals a new dynamic. This was found out by the current “Consumer Check” by the Austrian trade association in cooperation with Reppublika Research.
Fashion & accessories are the “silent heroines”
More than two thirds of Austrians (68 percent) are planning to give someone a gift for Valentine’s Day this year. Although flowers and chocolate traditionally top the lists, a look at the details reveals an exciting picture for the fashion and accessories trade: fashion accessories (9 percent) and cosmetics/toiletries (10 percent) secure permanent places in the top 10.
Particularly interesting: The trend is moving away from purely material things towards “giving experiences”. This is where the opportunity lies for fashion retailers: the “date night outfit” or high-quality lingerie are often purchased in advance, but do not even appear in the direct statistics of gifts. A strong deadweight effect can be seen here.
Brick-and-mortar retail beats online
A great moment for stationary fashion retailers is the fact that Valentine’s Day is traditionally a “last-minute & tactile event”; only a quarter of gifts are ordered online.
Customers are looking for advice and the physical experience; You want to feel or smell a fine silk scarf or a high-quality perfume before you buy it. In addition, holidays like Valentine’s Day attract a flood of counterfeit goods, which are not without danger; one more reason to check carefully what you are buying in the store beforehand.
Specialist retailers in top regions such as Salzburg and Upper Austria (front runners with 98 euros spent) should come up with curated “Valentine’s Edits” and in-store events.
Target group mapping: who buys what?
The data from Reppublika Research provides a clear marketing approach: a majority of men (70 percent) buy flowers or plants as gifts. This is where fashion retailers can start with cross-selling: those who buy flowers often need an “add-on”; Accessories in the checkout area are a sales lever here.
Women, on the other hand, give sweets (32 percent compared to only 14 percent of men). They also tend to give small things more often. Retailers can score points here with gift sets in the beauty sector or small leather goods.
Conclusion for retail
With a forecast total turnover of 200 million euros, February 14th is no longer a “pure flower day” but is a frequency generator for the entire lifestyle industry. In a challenging economic environment, this emotional buying impulse is the necessary tailwind for the first quarter. Retailers who are now bridging the gap between classic gifts like flowers and chocolate and lasting values like fashion, jewelry and accessories will win over the 85 euro average budget.
“Whether flowers, sweets or personal attention, many people deliberately use the day of love to show closeness and appreciation. This year too, Valentine’s Day gifts are preferred to be bought in stationary stores. Overall, we expect Valentine’s Day sales of around 200 million euros,” summarizes Rainer Will, managing director of the voluntary, non-partisan and independent trade association.
