What's happened
Valentine's Day customs are evolving, with online shopping boosting gift-giving in the UK, while Japan sees a decline in traditional chocolate-giving. Young people are redefining the holiday, focusing on self-love and platonic relationships, reflecting broader societal changes.
What's behind the headline?
Changing Traditions
- UK Trends: Research indicates that 77% of the UK population expresses love on Valentine's Day, largely due to the convenience of online shopping. Gen-Z leads in gift-giving, while older generations lag behind.
- Japan's Shift: The tradition of giri choco is declining, with only 12.5% of people planning to give chocolates this year. Many young people are now reciprocating gifts, breaking gender norms.
- Economic Factors: Rising cocoa prices are influencing gift-giving habits in Japan, prompting consumers to seek cheaper alternatives.
- Self-Love Movement: In North America, singles are reframing Valentine's Day as a celebration of self-love and friendships, moving away from its romantic connotations. This reflects a broader cultural shift towards valuing platonic relationships and self-appreciation.
What the papers say
According to The Guardian, the tradition of giri choco in Japan is fading, with only 12.5% of respondents planning to give chocolates, a significant drop from previous years. In contrast, The Scotsman highlights that 93% of Gen-Z in the UK feel encouraged to send gifts due to online shopping convenience. Bloomberg notes that economic factors, such as rising cocoa prices, are also impacting gift-giving habits. Meanwhile, the New York Times showcases how singles in North America are embracing Valentine's Day as a time for self-love and friendship, rather than focusing solely on romantic relationships.
How we got here
Valentine's Day has long been associated with specific customs, such as women giving chocolates to men in Japan and traditional gift-giving in the UK. Recent shifts in consumer behavior and societal norms are reshaping these traditions.
Go deeper
- How are Valentine's Day customs changing in different countries?
- What impact does online shopping have on gift-giving?
- Why are young people redefining Valentine's Day?
Common question
-
What are the latest trends in Valentine's Day gift-giving for 2025?
As Valentine's Day 2025 approaches, shifting trends in gift-giving are emerging, influenced by cultural differences and changing attitudes towards love. This page explores the latest insights into how people celebrate love and affection, and what this means for gift-giving practices across generations.
-
What Are the Latest Valentine's Day Trends in 2025?
As Valentine's Day 2025 approaches, significant shifts in gift-giving trends and cultural practices are emerging. From the rise of online shopping in the UK to changing traditions in Japan, this year's celebrations reflect evolving attitudes towards love and relationships. Here are some common questions people have about these trends.
-
What Caused the Decline in Consumer Spending in January 2025?
In January 2025, consumer spending in the U.S. saw a significant decline of 0.9%, the steepest drop since March 2023. This downturn raises important questions about the factors influencing consumer behavior and the broader economic implications. Below, we explore the reasons behind this decline, its impact on consumer confidence, and what it might mean for future spending trends.
-
How Are Retailers Adapting to Changing Consumer Behaviors in 2025?
As consumer spending patterns shift dramatically, retailers are forced to adapt to new behaviors and preferences. With recent declines in spending and evolving trends in gift-giving, understanding how businesses are responding is crucial. Below, we explore key questions surrounding the future of retail and consumer behavior.
More on these topics
