New data has shown classic gifts like flowers, chocolates, and jewellery are taking a backseat for Valentine’s 2025, with perfume, make-up, and houseplants among the most popular choices.
The new data from Shopify highlighted that this year presentation will be a key trend in the UK with sales of gift wrap increasing. Gift bag sales jumped 94% this February.
Additionally, DIY and personalised gifts are popular, with crafting kits, jewellery-making sets, and candle-making kits trending. Beauty and personal care sales were also boosted by the run up to Valentine’s, Eaux de Parfum sales grew by 172% and lipsticks sales were up 161% between 01 – 11 February.
“In 2024, wine was the best-selling product in the UK, outselling everything by three times. Whereas in 2025, perishable goods – such as wine, flowers and chocolates – are no longer top of the gift list,” explained Deann Evans, managing director, EMEA at Shopify.
“This year, perfume, make-up and houseplants are among the most popular Valentine’s Day gifts. Perfume specifically is the new go-to gift, not just in the UK but across the US, France, Italy, Spain, Germany, Australia, and Japan. Our data shows that attention toward presentation is increasing too, with the sales of gift wrapping skyrocketing by 94% in the UK alone this month.
“DIY and personalised gifts are also favoured, with crafting kits, jewellery-making sets, and candle-making kits also trending. This suggests that consumers may be more likely to choose indoor, experiential activities this year.”
Read more: GUEST COMMENT Re-kindle the customer love this Valentine’s Day
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