New research highlights shifting attitudes around Valentine’s Day

In the lead-up to this year’s Valentine’s Day, new research suggested that cost-of-living pressures have impacted a willingness to splurge among Australian consumers.

A report published by Roy Morgan and the Australian Retail Council found that households remain cautious about discretionary spending, with a mere 12 per cent of Australians aged 18 and older expected to purchase gifts.

This marked a decline of around four per cent on a year-on-year comparison, with the average spend expected to be $AUD152.

ARC chief industry engagement officer Fleur Brown said the research reflects a familiar pattern across retail events, with households under ongoing cost-of-living pressure.

“Valentine’s Day is showing a narrowing of participation as households make careful choices about non-essential spending,” Brown said.

"Australians still value moments of connection, and that doesn’t have to come with a big price tag."
Fleur Brown, Australian Retail Council

“But many couples are still finding ways to mark the occasion; they’re just doing it more thoughtfully. For many Australians, it really is the thought that counts. A small gesture, a shared experience or a simple night out can still feel special.”

Among Valentine’s Day shoppers, most plan to spend the same or more than last year, with around 16 per cent of participants indicating they are likely to purchase jewellery.

Men are twice as likely as women to buy gifts and spend more on average; participation is highest in Western Australia and Tasmania. Brown suggested that Australians are finding meaningful ways to connect amid cost-of-living pressures.

“Australians still value moments of connection, and that doesn’t have to come with a big price tag,” she said.

Australians were projected to spend $AUD550 million on Valentine’s Day gifts, an increase of 2.8 per cent from the previous year, even as participation declines.