Convenience retailers may not be the first port of call for Valentine’s Day meal planning, but they are poised to capture a wave of last-minute spend on flowers, cards and top-up ingredients.
New consumer research from Vypr shows that less than 1 per cent of shoppers plan to use convenience stores for the main ingredients for their Valentine’s meals. However, almost one in 10 consumers expect to rely on their local store for flowers, 5 per cent will pick up a card, and 6 per cent will turn to convenience for last-minute dinner ingredients.
With Valentine’s Day falling on a Saturday this year, the data suggests celebrations remain firmly centred on a home-cooked evening meal rather than daytime treats. Just 65 per cent of consumers plan to celebrate at all, and among those who do, eating at home is the top choice. Nearly half (48%) intend to stay in rather than dine out, highlighting ongoing cost pressures as households seek to create a sense of occasion without restaurant prices.
The evening meal clearly dominates. Some 41 per cent say a home-cooked dinner feels more special than breakfast in bed, while 45 per cent would definitely prefer to be treated to a homemade dinner. Only 22 per cent rate breakfast and dinner equally, positioning breakfast as an add-on rather than the main event.
Convenience top-up missions are expected to include snacks, alcohol and gifts. Photo: iStock
Beyond flowers and cards, convenience top-up missions are also expected to include snacks (9%), alcohol (8%) and gifts (7%) – reinforcing the role of local stores in completing Valentine’s plans.
Ben Davies, founder of Vypr, said: “Cooking at home is viewed as both a romantic gesture and a value-driven alternative to gifting for Valentine’s Day. More than 14 per cent say they will cook something special from scratch instead of buying a gift, while a further 8 per cent will cook and still give a small present. With January being the longest wait till pay day after Christmas, consumers are feeling the pinch with thoughtful gestures rather than large gifts.”
Even where breakfast in bed features, spending remains restrained. A cooked English breakfast is the most popular way to elevate the occasion (16%), ahead of flowers (9%) or gifts (8%), underlining shoppers’ preference for familiar, good-value options over luxury extras.
Davies added: “Overall, the research shows that while Valentine’s shoppers remain pragmatic, the convenience retailers who can offer great perceived value for money on flowers and small gifts could have a great opportunity to drive additional sales alongside the reliance on convenience stores for top-up shops. It’s the added extras where retailers can win this February.”
The findings are based on a survey of 1,900 nationally representative consumers conducted in January 2026.