Recent research by Airtime Rewards has found that 40% of UK consumers plan to spend on gifts for Valentine's Day. With Valentine's Day being a significant event in the consumer calendar, it appears that traditional presents such as flowers and chocolates are still preferred by 39% of recipients. Meanwhile, close to a quarter (22%) would appreciate a thoughtful or meaningful gesture.

As per the Airtime Rewards survey, 42% of individuals indicated their intent to shop for gifts. Out of these, 36% expect to spend more than GBP £50, while nearly three-quarters (72%) intend to spend over GBP £20. In addition to physical gifts, over half (52%) plan to purchase a greeting card for their loved ones.

However, Valentine's Day is not universally celebrated, with almost two-thirds (62%) choosing not to observe the occasion. Among this group, a third dismisses the Day due to their single status. For 31% of respondents, the event is viewed as nothing more than a commercial or marketing initiative. Similarly, another 31% feel no need for a special day to celebrate their relationship status.

The approach taken to express love and affection during Valentine's Day varied: more than two-fifths (43%) plan to buy a special meal for home dining, 31% will prepare a meal for their partner to enjoy at home, and a third (32%) will choose to dine at a pub or restaurant, while 7% will grab a drink at a pub or bar.

Further reasons given for not celebrating Valentine's Day included that it was 'just another day' (23%), 'too expensive to eat or drink out' (18%), and an outright 'waste of money' (18%).

Josh Graham, Co-founder of Airtime Rewards, shared, "With a large proportion of UK consumers set to celebrate with their loved ones this Valentine's Day with cards, gifts and experiences, retailers and hospitality businesses have an opportunity to build emotional connections with their customers. With fairly widespread scepticism around the authenticity of the occasion, those which offer competitive prices and create exceptional experiences will encourage brand loyalty."

"Additionally, retailers and venues should consider loyalty schemes, to give customers the opportunity to accrue rewards at a time when they might be cutting down on discretionary spending".

The data for this research was gleaned from a survey of 2,505 active UK shoppers conducted by Airtime Rewards between 29 and 30 January 2024. "Active UK shoppers" are described as members who have engaged with the Airtime Rewards app and made purchases from partnered brands within the past 60 days.

Airtime Rewards is a data-driven marketing technology and customer loyalty rewards platform, transforming the way that consumers and retailers interact. Its unique digital reward currency provides major retailers with the capability to reward consumers with money off their phone bills. With over 3 million community members and 150+ retailers on the platform, Airtime Rewards incentivises members to spend via personalised retail offers, using transactional, behavioural and open banking data while enabling brands to acquire, retain and reward shoppers seamlessly.