This week, the UK became the number two country searching for Valentine’s Day worldwide, after Nepal. Clearly love is in the air – and it’s big business too, with last year’s Valentine’s Day spending in the UK soaring to £2,058m, a 50% increase from the year before.

Forget fancy restaurants and lavish displays of romance. This year our Google Search Trends Valentine’s report reveals the economic anxiety being experienced by many is reflected in the UK’s top search terms, with searches for “Valentine’s meal deals” seeing a 68% increase year on year. 

That’s good news for grocery, with searches spiking in the final week before Valentine’s Day, demonstrating that the nation’s favourite grocery stores are front of mind for lovers of convenience. And the searches are still going strong, suggesting that UK supermarkets should continue looking to capture customers who will be celebrating throughout the weekend, as they get strategic about their spending.

A cost-conscious Valentine’s Day

Searches for “Asda Valentine’s meal deal” (+800%) are surging, leading a budget-friendly romance trend. “Sainsbury’s Valentine’s meal deal” (+500%) follows, with “Marks & Spencer Valentine’s Day meal deal” and “Tesco Valentine’s meal deal” both up 400%. Similar searches for Aldi, Waitrose and Morrisons meal deals are seeing significant increases of around 350%, indicating savvy shoppers are planning a romantic but cost-conscious Valentine’s.

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Consumers are still seeking the experience of romance, but this year they’re doing it with a calculator in hand. Price comparisons for champagne were on the rise with “Asda champagne offers” seeing an 80% rise in searches in just 24 hours this week. And it isn’t just about the price – we continue to see evidence that the preference of personalised products is here to stay, with searches for “personalised bottle of champagne” up 90%.

Health-conscious shoppers came through, with “best non-alcoholic wine” searches up 80%, suggesting that retailers who effectively leant into increasing brand awareness during Dry January may see those results continuing to pay off in February.

Brand loyalty vs value

A double-digit rise in generic searches over the years suggests brand loyalty is waning. When it comes to chocolates, though, it’s a battleground of value and brand loyalty.

While searches for “Valentine’s chocolates” rose 200%, “M&S Valentine’s chocolate” increased by 1,300% (perhaps helped by its suggestive designs this year, which have been the subject of much attention). The M&S spike is testament to its established reputation, of course, but the Aldi and Hu chocolate trends highlight the growing demand for affordable speciality with “Aldi chocolate bars” (+130%) and “Hu chocolate bars” (+150%) gaining traction, suggesting consumers are seeking both affordability and specific dietary options.

Gone are the days where businesses could simply rely on brand recognition. Offering a diverse range that caters to every palate and budget, from the classic Kit Kat to the niche health-conscious consumer is where you win.

If we learnt anything from this week’s trends, it’s that customers are sophisticated, cost-conscious, and experience-driven. They’re not just buying products; they’re buying moments, feelings and memories.

As retail leaders, the opportunity lies in meeting customers where they are – both emotionally and financially. The data is clear: consumers are craving romance but on their terms. Whether it’s through promoting budget-friendly meal deals, highlighting affordable luxuries like champagne or chocolates, or leaning into the demand for personalisation and health-conscious alternatives, the key is to deliver both the products and the memorable experiences.

Valentine’s Day is more than just a sales opportunity – it’s a chance to create lasting connections with consumers who value thoughtfulness, quality, and value in equal measure. Now is the time to make your brand part of their story. Because if you’re not, your competitors certainly are.