Getting to the heart of Valentines spending

For the second year running, pizza and takeaway have replaced flowers and diamonds as the most romantic gesture on Valentines Day, with Australian couples showing that quality time is their preferred love language.

“Travel also rose by 7 per cent, to hit $135 million, suggesting romantic weekends away are not fading out.”

It seems to be part of a growing trend of Aussies transforming how they spoil each other on the most romantic day of the year.

In 2024, they put down $358 million for takeaway, restaurants and cafes – growing by 2.58 per cent. 

Travel also rose by 7 per cent, to hit $135 million, suggesting romantic weekends away are not fading out.

This accompanied a drop in traditional Valentines Day items, like flowers, and jewelry, with decreased spend against the prior year.

While florists were down 6 per cent to $15.96 million, precious stones, metal watches and jewellery were down 5 per cent to $24.66 million.

Victorians’ love of dining out shines through

Victoria again led the way, spending the most on eating out, in the two weeks leading up to Valentines Day.

Queensland and the Northern Territory had the biggest increase in spend on eating out over the prior year, both spending 6 per cent more over the prior year.

Time away together

And is there a gender divide when it comes to romantic spend?

Men’s spending was more focused on entertainment and entertaining with spending at wineries and bottle shops at $90 million, and spending on entertainment up 6 per cent to $121.9 million.

Women spent big on clothing and accessories at $87.2 million.

Interestingly – the biggest increase in spend for both men and women was on travel. Women increased their travel services spend by 5 per cent to $68.6 million while men boosted theirs 7 per cent to $64.8 million.

But it appears both genders believe the way to someone’s heart is through food - with both men and women’s highest spending category being restaurants and takeaway (men spending $196 million and women $155.5 million).

2025 tipped to be the biggest Valentines spend yet

Holders of ANZ debit and credit cards – are this year tipped to spend up to $4.39 billion in the February lead up to Valentines Day. That is a 4 per cent increase from last year.

They are also tipped to spend between $300 million to $330 million on the day itself.

Last year the Australian spend on Valentines increased by 2.26 per cent, to just over $4 billion, for the 2 weeks leading up to Valentines Day, compared to the year before.

Victorians continued to splash the most money overall in the two weeks leading up to Valentines Day with $1.12 billion.

Queensland and West Australia had the largest year on year increase in spend, with 4.77 per cent and 3.26 per cent respectively.

Yiken Yang is Deposits and Payments Lead at ANZ