Just 12 per cent of Australians aged 18 and over – around 3 million people – are planning to buy a Valentine’s Day gift in 2026, which is down four percentage points on last year.
This is according to new data from the Australian Retail Council and Roy Morgan.
Despite the drop in participation, likely driven by cost-of-living pressures, the research added that the average Valentine’s Day spend is around $152 per person.
ARC chief industry engagement officer Fleur Brown said the results reflect a familiar pattern seen across recent retail events with a more subdued response reflecting the pressure many households remain under.
“Valentine’s Day is showing a narrowing of participation as households make careful choices about non-essential spending,” Brown said. “But many couples are still finding ways to say ‘I’m thinking of you’ and are still keen to mark the occasion – they’re just doing it in a more considered way.
“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 Australians planning to buy a Valentine’s Day gift, 28 per cent say they will spend more than last year, while 62 per expect to spend about the same. Only 10 per cent plan to spend less.
Flowers (40 per cent), chocolates and alcohol (33 per cent) and jewellery (16 per cent) remain the most popular Valentine’s Day purchases in 2026. Experiences such as dinners or trips away also feature strongly, alongside cosmetics, cards and smaller, inexpensive items.
Men (16 per cent) are twice as likely as women (8 per cent) to be purchasing a Valentine’s Day gift this year. Men plan to spend an average of $171, compared with $123 for women.
Across the states, Western Australia (15 per cent) and Tasmania (14 per cent) have recorded the highest participation rates, while Valentine’s Day gift buying is slightly more common in capital cities (13 per cent) than regional areas (11 per cent).
For those celebrating, two-thirds (66 per cent) plan to mark Valentine’s Day with a meal, either at home or at a restaurant. Dining out is most popular in Queensland (58 per cent) and South Australia (49 per cent), while Tasmanians are more likely to celebrate at home.
Younger Australians aged 18–34 are the most likely to book a table at a restaurant (62 per cent), compared with around 39 to 40 per cent of Australians aged 35 and over.
“Australians still value moments of connection, and that doesn’t have to come with a big price tag,” Brown said. “Flowers, a shared meal or a small surprise can all be meaningful ways to show someone you care.”
Overall, Australians are expected to spend $550 million on Valentine’s Day gifts, a modest 2.8 per cent increase on last year.