According to a survey, people in Germany are not as willing to spend on Valentine’s Day this year as they will be in 2025. Only 20 percent of consumers plan to make purchases on the day, such as chocolates, roses or cosmetic items. That is eight percentage points less than in the previous year, as the German Trade Association (HDE) announced. In January, the retail research institute IFH Cologne conducted a representative survey of 500 people between the ages of 18 and 69 on the topic.
According to the HDE, the reason for the downward trend is, among other things, that Valentine’s Day falls on February 14th this year, the same day as Carnival Saturday. Every or every twelfth respondent wants to forego Valentine’s Day and spend on carnival instead.
The industry association expects additional retail sales of 1.18 billion euros around Valentine’s Day. Last year it was around 1.3 billion euros. Proceeds from the catering industry, for example from restaurant visits, are not included here.
One in five buyers want to spend more than in 2025
The following picture emerges among consumers who want to shop for Valentine’s Day: According to the survey, 19 percent want to spend more or significantly more than last year, 22 percent want to spend less and 59 percent want to spend exactly the same amount. Particularly popular gifts are flowers, plants, vouchers and food.
Consumers have to dig deeper into their pockets when buying gifts, at least in some cases. According to the Federal Statistical Office, chocolates were almost 20 percent more expensive in December than in February 2025. The prices for cut flowers and indoor flowers and plants, however, are about the same level.
