Valentine’s Day in the UAE is moving beyond couples, with new data showing a rise in self-gifting and purchases for friends and family, according to a report by Flowwow.
Analysis of 500,000 online orders found a 90 per cent year-on-year rise in self-gift purchases, which now account for 15 per cent of all Valentine’s orders in the country.
The report said one in seven Valentine’s gifts in the UAE is now bought by consumers for themselves, reflecting a change in behaviour linked to wellbeing and personal spending.
UAE Valentine’s Day spending shifts beyond couples, report finds
Flowwow stated that food-based gifting categories recorded growth, with “delicious sets” up by 609.5 per cent, confectionery up by 193.4 per cent, and edible bouquets up by 148 per cent.
Friend-gifting was identified as the fastest-growing segment, with 23 per cent of shoppers planning to celebrate friendships rather than partners.
The company said rose bouquets remain the main item, accounting for 85 per cent of floral orders and recording a revenue increase of more than 109 per cent.
”At Flowwow, we see how consumers are rethinking this day, turning it from a purely romantic occasion into a wider moment to express love and care to friends, colleagues and family members. For small local sellers, it’s a time full of opportunity to build brand loyalty through emotional resonance, reach new loyal audiences and grow revenue. Both give huge emotional and economic potential to the occasion”, Slava Bogdan, CEO and Co-Founder of Flowwow said.
UAE consumers spend more on Valentine’s Day gifts than January average
The report stated that online gifting activity between February 12 and 15, 2025 rose by 114 per cent in gross merchandise value and by 111 per cent in order volume, with the peak occurring on February 14.
Average Valentine’s Day orders reached AED390 in the UAE, about 1.5 times higher than the average January order.
Flowwow expects the average order value in 2026 to reach between AED420 and AED430 due to higher costs and demand for premium products.
The company forecast that online Valentine’s sales will grow by at least 35 to 40 per cent year on year in 2026.
Global Valentine’s Day spending is projected to reach $29.1 billion in 2026, while the UAE gifting market is expected to reach $6.38 billion by 2030.
