Australian shoppers are set to spend a record $535 million on gifts for Valentine’s Day this year in a welcome boost for retailers, with 2025 shaping up to be another intense year of trading conditions.
According to a survey* conducted by the Australian Retailers Association (ARA) and Roy Morgan, 3.8 million Australians are planning to spend $70 million more on gifts, an increase of 15% compared to last year.
This is the first-time spending on Valentine’s Day has surpassed $500 million.
People aged between 18-34 are leading the charge, making up the majority of shoppers (27%).
Most Valentine’s Day spending is set to take place in New South Wales ($210 million) with an average spend of $171 per person, followed by Victoria, with an expected spend of $140 million and an average spend of $150 per person.
ARA Chief Industry Affairs Officer Fleur Brown says as tough times continue for many; Aussies are prioritising experiences with their loved ones.
“Despite challenging economic circumstances, Australians consistently look for opportunities to spoil their loved ones. We also know population growth plays a role in the growing spend,” said Brown.
“Valentine’s Day is a chance to share a special moment with a nearest and dearest, by buying gifts and enjoying some time together over a dinner or during a trip away.
“Retailers will welcome this $535 million shopping boost, as a small, sweet spot in what promises to be another intense year. Despite an increase in Valentine’s Day spending, tough trading conditions remain constrained overall, with subdued spending and high costs of doing business.”
Traditional gifts are likely to be popular, with Australians saying flowers, food, chocolates and experiences (dinners / trips away) will be their gifts of choice.
The average man is projected to spend $162 on Valentine’s Day for a total spend of $375 million (up $20 million) while the average woman plans to spend $110 for a total spend of $160 million (up $50 million).
*The ARA-Roy Morgan Snap SMS survey was conducted with an Australian-wide cross-section of 4,361 Australians aged 18+ on Thursday 16 January – Thursday 23 January, 2025, including 480 who plan on buying gifts for Valentine’s Day.