- Of those who do celebrate, Brits spend an average of £61 on their partner for Valentine’s Day
- Cards, chocolate, and eating out top the list for most popular Valentine’s Day spends
- While over a third (37%) don’t think Valentine's Day is worth spending a lot of money on
- Personal Finance experts at Confused.com share tips on how to control spending around the day of love
With the cost of living putting increased financial pressure on Brits, many are cutting back on celebrating Valentine’s Day. That’s as nearly 1 in 3 (32%) Brits are opting for a no-spend Valentine’s Day, according to new research from personal finance experts at Confused.com.
Brits are now falling out of love with Valentine’s Day spending, with nearly 8 in 10 (78%) people in relationships no longer celebrating the most romantic day of the year.
For those who do celebrate, Valentine’s Day is still a costly affair, with Brits spending an average of £61 on their partner for the special day. The most popular items Brits are prepared to spend money on to celebrate the occasion are cards (57%), chocolate (35%), and eating out (34%).
Although, some couples are prepared to splash out on Valentine’s Day, as 1 in 10 (10%) spend over £200 on the day itself.
However, over a third (37%) of Brits don’t think Valentine’s Day is worth spending a lot of money on.
For many Brits, quality time is the priority over material gifts. Nearly one-fifth (18%) would rather spend money on experiences together instead of limiting celebrations just to Valentine’s Day. Whereas for a further 17% of Brits, occasions like birthdays, anniversaries, and Christmas are more of a priority for spending.
On average, respondents have been with their partner for 16 years - giving them plenty of opportunities for spending on each other. And with many couples living together and sharing finances, it’s understandable that this spending can take priority over key dates like Valentine’s Day. Confused.com’s research found that, based on current and previous relationships, the most Brits will spend on Valentine’s Day comes to an average of £85.
Previous research reveals that over half of Brits (55%) started 2026 in debt1. With financial pressures increasing for many, spending for dates such as Valentines Day can take a back seat.
Using a debit card is the most popular payment method amongst Brits for Valentine’s Day, with over half (57%) using this as their main means of payment. This is followed by just over 3 in 10 (31%) using cash, and 29% using a credit card.
Whereas, only 3% use buy now pay later services to fund Valentine’s Day and just 2% go into their overdraft. With couples not relying on credit and debit options to fund Valentine’s celebrations, it seems Brits are now making more sensible financial decisions around the first celebration of the year.
Equally, the pressures around Valentine’s Day spending are beginning to fade, with just 5% feeling pressure to spend money. This is further reflected in the fact that as little as 4% save up to afford the date itself. With a lack of pressure around events such as Valentine’s Day comes a greater understanding within relationships of partners’ spending habits and priorities.
For nearly a third (31%), Valentine’s Day is seen as a normal day that doesn’t involve financial strains or pressures. Although, knowing how much and what to spend on is a question for many.
Nicola Morgan, personal finance expert at Confused.com, shares tips for Brits around Valentine’s Day:
“With prices rising in line with inflation, Valentine’s Day can feel like another spending strain for many, especially with the average spend being £61. And with other aspects taking precedence, it’s understandable that Valentine’s Day may not top the list for spending.
“But there are ways that you can enjoy the occasion with your partner without breaking the bank and spending minimal money. Couples could try:
- Setting a budget: Making sure you and your partner are on the same page for spending is important. Setting a spending limit or deciding not to spend at all can stop you overspending and make sure you’re aligned.
- A DIY Valentine’s Day: Many places put up their prices on Valentine’s Day. To avoid spending, you and your partner could stay home together. Whether it’s cooking, watching a film, crafts or more, you can still enjoy quality time without breaking the bank. Many supermarkets offer dine in options for a fraction of the price of a meal out. Couples could also take it in turns to cook for each other, to add a more personal element to the day.
- Look out for deals: If going out is more your thing, you could look for Valentine’s Day deals to enjoy with your partner. Many restaurants offer exclusive Valentine’s Day deals to help keep costs low.
- Move the day: Valentine’s Day doesn't have to take place on February 14th. With Valentine’s prices being exclusive to the day, celebrating a few days before or after could save you and your partner money, be less busy, and help to extend the celebrations.
“It’s important to find a spending style that works for you and your partner, whether it’s setting a budget or not spending at all. Valentine’s Day doesn’t have to be too pricey. But if you do want to spend, there are ways to make sure this isn’t too expensive. "
- ENDS -
Unless otherwise stated, research carried out by One Poll on behalf of Confused.com of 2,000 UK adults. This was conducted between 27th January to 2nd February 2026.
1. One Poll research conducted on behalf of Confused.com of 2,000 UK adults between 29th December 2025 and 2nd January 2026.
Media information
Confused.com press office
chloe.walters@confused.com
katharine.adair@confused.com
pressoffice@confused.com
About Confused.com
Launched in 2002, Confused.com was the UK’s first digital marketplace for car insurance and is one of the leading brands in the sector, generating over one million quotes per month. It has expanded its range of comparison products over the years to include home insurance, van insurance, motorcycle insurance, and car finance comparison, as well as a number of tools designed to save consumers money.
Confused.com is not an insurance company or lender. It provides an objective and unbiased service. By using cutting-edge technology, it has developed a series of intelligent web-based solutions that evaluate a number of risk factors to help customers with their decision-making, subsequently finding them great deals on a wide-range of insurance products, financial services, utilities and more. Confused.com’s service is based on the most up-to-date information provided by UK suppliers and industry regulators. Confused.com is authorised and regulated by the Financial Conduct Authority.
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