Irish lovers spent more than €143 million on Valentine’s Day 2025, according to new AIB Spend Trend data, with romance proving resilient despite stormy weather and a packed sporting calendar. The figure marked a 45% increase on Valentine’s Day 2024, when the occasion fell midweek, highlighting how timing continues to influence consumer behaviour.
AIB data shows almost three million card transactions were made on Friday, 14 February 2025, even as the country dealt with the aftermath of Storm Eowyn. Looking ahead, spending patterns for Valentine’s Day 2026 are expected to shift again, with Ireland set to play Italy in the Six Nations at the Aviva Stadium on Saturday, 14 February.
When it came to flowers, men did not leave things to chance. The busiest day for florist spending was Thursday, 13 February, with over €505,000 spent and an average transaction of €62. On Valentine’s Day itself, the peak hour was between 4pm and 5pm, as shoppers made last-minute purchases on the way home from work.
Kerry men spent the most on flowers, averaging €72 per purchase, followed by Limerick (€68) and Sligo (€67). At the other end of the scale, Westmeath (€54), Donegal (€55) and Cavan (€57) recorded the lowest average spend. In-store purchases accounted for 62% of flower sales, suggesting many still favour a personal touch.
While women typically dominate supermarket spending—59% of transactions in February 2025—Valentine’s evening told a different story. From 5pm onwards on 14 February, men accounted for just over half of supermarket spend, with an average transaction of €25.
Fast-food outlets also benefited, enjoying their best trading day of the month, with an average spend of €17 per transaction.
At the cinema, women outspent men, accounting for 57% of Valentine’s Day movie spending. Across the whole of February, women continued to lead, representing 62% of cinema spend.
Jewellery recorded its strongest day of the month on Valentine’s Day, with an average transaction of €142. Men were responsible for 63% of jewellery spending, with 83% of purchases made in-store. Shoppers aged 25 to 44 accounted for over half of all jewellery spend, while those aged 65 and over contributed just 9%.
Romantics appeared to plan ahead when it came to chocolates and cards. Thursday, 13 February was the peak day for confectionery spending, with women accounting for 54% of purchases.
Overall, compared with Valentine’s Day 2024, total spend rose by 45%, transaction volumes increased by 28%, and the average purchase climbed from €43 to €48.
The findings are based on 67 million anonymised and aggregated card transactions carried out by AIB customers in-store and online during February 2025, making it one of the most comprehensive snapshots of consumer spending in Ireland.
AIB’s Head of Consumer, Adrian Moynihan, said:
“Valentine’s Day spending patterns continue to evolve, reflecting not only our love of flowers, food, and supermarket bargains, but also the influence of societal – and sporting – events. With Ireland set to face Italy in the Six Nations on Valentine’s Day this year, we anticipate a lively atmosphere and a shift in spending trends, especially in Dublin. Understanding these spending habits is crucial, as it enables us to help businesses tailor their offerings and ensures we continue to meet the evolving needs of our customers.”
