This is how much Austrians spend on Valentine’s Day

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Tomorrow, 14 February, is Valentine’s Day. The Austrian Retail Association looked at how much Austrians spend on gifts for the day of love and found major regional differences.

Valentine’s Day continues to be a significant sales factor for local retailers. According to the latest Consumer Check by the Austrian Retail Association, in collaboration with Reppublika Research, two-thirds of Austrians intend to buy gifts for Valentine’s Day this year.

Austrians spend an average of 70 euros on Valentine’s Day

“On the day of love, respect and appreciation for your partner are particularly important. But retailers also enjoy good sales. This year, Austrians will spend an average of 70 euros on gifts. Last year, the figure was 71 euros; three years ago, it was as high as 84 euros. Despite the decline, the additional income for retailers of around 150 million euros is respectable,” says Rainer Will, Managing Director of the Austrian Retail Association, on Valentine’s Day.

Valentine’s Day: These are the top gifts given by Austrians

As in previous years, most survey participants give gifts to their partners (32%) or spouses (21%) on Valentine’s Day. However, mothers (9%), friends (8%), and even work colleagues (1%) can also look forward to a gift.

The top gifts for Valentine’s Day 2025:

1. flowers & plants (56%)

2. chocolate & sweets (22%)

3. restaurant visits (15%)

4. excursions (12%)

5. vouchers (10%)

6. cosmetics (7%)

Brick-and-mortar retailers are in demand for Valentine’s Day gifts

Gifts for Valentine’s Day are still predominantly bought offline by Austrians.

33% buy in retail stores away from major shopping streets

24% prefer shopping centers

12% store at a market

11% on shopping streets

10% in retail parks

10% at Austrian online stores

9% at online marketplaces

Austrians spend the most on Valentine’s Day

On average, Austrians spend EUR 70 per person on Valentine’s Day, but major regional differences exist.

Vienna: 81 euros

Styria & Carinthia: 73 euros

Tyrol & Vorarlberg: 68 euros

Upper Austria & Salzburg: 65 euros

Lower Austria & Burgenland: 64 euros

Valentine’s Day is an important buying impulse for bricks-and-mortar

Retailer’s Spokesman Rainer Will sees Valentine’s Day as an important day for brick-and-mortar retailers: “Valentine’s Day remains an emotional fixture in the retail sector. It provides much-needed buying impulses—especially in the fashion, perfume, flower, and food retail sectors. While traditional gifts continue to dominate, shared experiences are becoming increasingly important—a trend retailers are also picking up on.”

The origins of Valentine’s Day may lie in the 3rd century

Many see Bishop Valentine’s story as the origin of Valentine’s Day. He is said to have married couples in a Christian ceremony—despite a ban by Emperor Claudius II. After the wedding, the couple is said to have received flowers from the bishop’s garden. Another possible origin is the “Lupercalia” festival, which was actually a Roman festival that was later Christianized. The custom of Valentine’s Day came to Austria through occupying soldiers.