Love Is in the Aisle: How Britain Is Shopping for Valentine’s Day ❤️

When it comes to winning hearts this Valentine’s Day, Lindt is leading the love story. The premium chocolatier is top of mind for nearly half of shoppers and is the preferred chocolate gift for a third of consumers—comfortably ahead of Cadbury at 20%. If love is sweet, it’s wrapped in Lindt.

More than half of shoppers are planning to buy a Valentine’s gift this year, with men slightly more likely to splash out. Interestingly, one in five of those buying this year skipped the occasion last year—proof that Cupid’s arrow may be striking a little wider in 2026.

What’s on the shopping list?

This year, shoppers are trading up. Expect tosee more:

• Special meals in
• Chocolate
• Plans for a weekend away

The great gift gap

Men and women don’t always see eye to eye when it comes to romance.

• Men most want to receive: Chocolate, followed by a special meal in, cards and a weekend away.
• Women prefer to receive: Flowers first, then cards, weekend breaks and chocolates.
• Yet men are most likely to give flowers and chocolate—often underestimating how important cards and shared experiencesare to women.

Women are significantly more likely to buy Valentine’s gifts for family members—or even themselves—broadening the occasion beyond couples.

The power of prompts

Retail still plays cupid. In-store displays are the strongest trigger for purchase, outperforming even a direct hint from a partner. Shop window displays also help nudge shoppers toward the tills.

This Valentine’s Day, the recipe for success is clear: strong in-store theatre, premium chocolate, and inspiration for memorable experiences. Retailers that capture attention in that crucial final week are perfectly placed to turn last-minute love into ringing tills.

In Store shopping experience –

Recognising that most chose what Valentines gift to buy In Store, we sent 150 Shoppers into Tesco, Sainsbury’s & ASDA to tell us which Chocolates they would buy & why?

Find out who won people’s hearts In Store when we publish the results of our Shopper Benchmarking study next week.

For a preview copy of the full report contact robin@fieldagent.co.uk