Valentine’s Day gifting in the UK is becoming increasingly split between planners and procrastinators – with cakes emerging as the surprise hero for those leaving it late.
New analysis from same-day delivery firm Gophr shows that cake deliveries quadrupled on 14 February 2025 compared with an average day earlier in the month, making Valentine’s Day one of the busiest dates of the year for same-day cake fulfilment. The spike reflects a growing dependence on rapid delivery as time-poor shoppers scramble to rescue forgotten romantic gestures.
Broader online behaviour backs up the trend. Data from Google Trends indicates searches for “same day delivery” peaked on 14 February itself, while interest in “Valentine’s Day cake”, “cupcake delivery” and even “greeting card” also hit their highest point on the day – underlining how many consumers only act at the last minute.
Flowers, however, tell a different story. Searches for “flower delivery” tend to peak on 13 February, suggesting many shoppers intend to plan ahead for floral gifts. Yet Gophr’s own delivery data shows flower drop-offs still surge on Valentine’s Day, highlighting a gap between intention and action – and reinforcing the role of same-day services in saving the occasion.
Chocolate appears to be losing ground as the centrepiece Valentine’s gift. Search interest for “chocolate delivery” now peaks most strongly in December, with a secondary spike at Easter. Valentine’s Day ranks only as the third-largest moment for chocolate searches, pointing to its evolution into a seasonal staple rather than a romantic must-have.
Steve Allen, senior business development manager at Gophr, said: “Roses still dominate for people who plan ahead, but cakes have become the go-to gift for last-minute romantics. They feel more personal, they are meant to be shared, and crucially, they can arrive just in time.
“That also makes cake delivery one of the most demanding types of same-day fulfilment. From careful packaging to temperature control and timing, cakes need to be handled with the same care as any specialist delivery. Getting that right means working with a delivery partner that understands what’s at stake.”
For local convenience retailers, the findings underline the growing opportunity around last-minute gifting missions – from premium cakes and cupcakes to cards and add-on treats – as shoppers increasingly expect rapid fulfilment when plans fall through.
Interestingly, longer-term romance appears far more organised. Searches for “engagement ring” peak in late summer, months ahead of Valentine’s Day, suggesting proposals are carefully planned – while cakes are firmly the domain of those leaving their love late.