New analysis from Visualsoft shows a resilient Valentine’s Day trading period in 2026, with order volumes rising 7.9% year on year, even as overall revenue dipped 7.9% and average order value softened by 14.7%.
The data points to a shift in how customers are choosing to spend rather than a drop in appetite. Shoppers are still buying for seasonal moments, but they are spreading their spend across more, lower-value baskets. It is a more considered approach, not a retreat.
Several sectors delivered strong year-on-year growth. Pet & Equine revenue rose 56.4%, supported by a 128.2% increase in orders, underlining the continued humanisation of pets and the trend of treating ‘fur babies.’ Sports & Outdoors grew 11.7%, while Fashion & Footwear saw revenue climb 7.9% alongside a 13.8% rise in orders.
Even in sectors where revenue declined, order numbers often increased, reinforcing the story of engagement and active demand. Food & Drink orders rose 6.7% despite an 8.8% revenue dip. Jewellery & Watches saw orders increase 10% year on year. In contrast, Home & Garden experienced a sharper 34.6% revenue decline, reflecting pressure on higher-ticket categories.
The shape of the trading week also shifted slightly, with peak activity landing earlier in the week. As in previous years, revenue built steadily in the run-up to 14 February, before dropping on the day itself. Monday 9 February accounted for approximately 11.9% of total revenue across the 5–14 February Valentine’s trading window. The pattern reinforces the importance of campaign timing and stock readiness in the days leading up to the event.
Chris Fletcher, CEO at Visualsoft, said:
“Valentine’s Day remains a meaningful retail moment. What has changed is how customers choose to spend. They are deliberate, value conscious and often placing multiple smaller orders rather than one larger basket.
That presents real opportunity. More orders mean more touchpoints. Retailers who deliver seamless experiences, clear value and relevant offers can turn seasonal engagement into longer-term loyalty.”
The findings underline a broader trend in retail. Demand is still there, but the consumer journey is changing. The brands that succeed are those that respond to changing shopper behaviour with agility, strong merchandising and connected retail moments.
