Perfume and makeup have outranked wine and chocolate as top Valentine’s gifts in the UK, says Shopify

These products outranked wine, which was the UK’s best-selling product in February last year and outsold everything else three times over. 

This year, Shopify data shows gifts such as flowers, chocolates and jewellery haven’t performed as well this year.

In the days leading up to Valentine’s Day in the UK, lip balms were the best-selling product with sales growing by 418% from January, followed by perfume which saw a 172% growth.

Lipsticks were the third best-seller with sales increasing by 161%, followed by greeting cards at 121% growth, gift bags at 94% and houseplants at 60%.

Perfume was one of the biggest sellers in the US, Italy, Spain, Germany, and Australia, with France recording higher sales of skin care products and Japan’s top sellers being greeting cards and stuffed animals.

Shopify managing director of Europe, Middle East and Africa Deann Evans said: “Our Shopify platform data reveals what consumers across the world are buying this Valentine’s Day – interestingly, gifting habits are changing when we compare this year’s data to last year’s.

“In 2024, wine stood out globally, and in the UK it was the best-selling product, outselling everything else three times over. However, wine as well as flowers and chocolates are taking a backseat this year. 

“This year, we’re seeing a step away from perishable goods with perfume, makeup, and houseplants being among the most popular choices. Perfume in particular is the new go-to gift, not just in the UK but across the US, France, Italy, Spain, Germany, Australia, and Japan.

“The data indicates that the attention toward presentation is increasing too with the sales of gift wrap soaring by 94% in the UK alone this month. Furthermore, DIY and personalised gifts are booming, with crafting kits, jewellery-making sets, and candle-making kits also trending – which suggests that consumers may be opting for indoor, experiential activities this year.”