Bank of Ireland data shows Valentine's flower spending in Ireland drops 33%

Flower spending for Valentine’s Day plunged 33% in Ireland, a steep fall flagged in national coverage and echoed across industry reports. Bank of Ireland’s analysis shows overall Valentine’s Day spending was “slightly softer” and down 14% compared with the comparable period, while hospitality categories – pubs up 51%, restaurants up 22% and hotel stays up 11% – posted strong gains.

Gerardo Larios Rizo, Head of Hospitality Sector at Bank of Ireland, framed the change as a shift in buyer behaviour. “Our Valentine’s Day data shows that while overall spending was slightly softer, people were still determined to make the day special,” he said. “Instead of splashing out on single‑use gifts, consumers shifted to special moments such as a romantic dinner, a hotel stay or even celebrating ‘romance and rugby’ in their local pub. While some romantics shopped ahead, the spike in jewellery sales on the day itself suggests a rush of last-minute panic-buying this year.”

AIB’s Spend Trend dataset paints a different picture for its customers in 2025: AIB customers spent over €143 million on Valentine’s Day 2025, a 45% increase on 2024, based on 67 million AIB card transactions in February 2025. AIB reported a 28% increase in the number of transactions on Valentine’s Day and an average purchase rise from €43 to €48. Adrian Moynihan, AIB Head of Consumer, warned that sporting fixtures influenced behaviour: “Valentine’s day spending patterns continue to evolve, reflecting not only our love of flowers, food, and supermarket bargains, but also the influence of societal - and sporting - events. With Ireland set to face Italy in the Six Nations on Valentine's Day this year, we anticipate a lively atmosphere and a shift in spending trends, especially in Dublin.”

AIB data also reveal behavioural and geographic detail. The peak day for men’s flower shopping was Thursday 13 February 2025, when more than €505,000 was spent nationwide and average spend that day was around €62. On Valentine’s Day itself the busiest hour was 4-5pm as people headed home from work. In-store purchases accounted for 62% of flower spend, women made 59% of transactions in February 2025, and men accounted for just over half of supermarket spend from 5pm onwards on 14 February with an average evening transaction of €25.

County-level averages from AIB show Kerry men spent the most on flowers at €72, followed by Limerick €68, Sligo €67, Laois €66.76 and Kildare €66.67; the lowest averages were Westmeath €54, Donegal €55 and Cavan €57. Retail categories also varied: fast-food restaurants posted an average spend of €17 on the day, and jewellers saw their biggest February day with an average transaction of €142, 63% of which came from men.

Not all figures align across reports. Media coverage cites jewellery sales as both an 11% spike and, in a separate Bank of Ireland summary, a 51% surge on the day itself; the two numbers are reported from different passages in the Bank of Ireland material and media summaries. Traditional Valentine’s gifts showed declines in multiple accounts: cards down 28% and perfume down 6%, while chocolate spending was reported as broadly unchanged.

If you want lasting value, follow the money into hospitality and hotel stays where spending rose 11 to 22% and pubs jumped 51%; if you want a show-stopper, jewellery produced notable day-of spikes even as reports differ on the exact rate. Tag someone who needs this when you decide: would you splurge on an experience in a pub or restaurant, or choose a piece of jewellery for the wow-factor?