Australian shoppers are preparing to spend a record $535 million on Valentine’s Day gifts for their loved ones, with alcohol among the top purchases.

On 14 February, 3.8 million Australians planning to buy gifts for the special someone in their lives this year, spending $70 million on gifts (+15%) more than last year. According to Roy Morgan, this is the first-time spending on Valentine’s Day has surpassed $500 million.

People aged 18-34 make up the majority of shoppers this year (27%), with most Valentine’s Day spending set to take place in NSW ($210 million) with an average spend of $171 per person, followed by Victoria, with an expected spend of $140 million and an average spend of $150 per person.

The average man is projected to spend $162 on Valentine’s Day for a total spend of $375 million (up $20 million) while the average woman plans to spend $110 for a total spend of $160 million (up $50 million).

Traditional gifts are likely to be popular, with the most popular gifts this year for women being alcohol, flowers, food, chocolate and experiences (dinner/trip away).

The most popular gifts for men are flowers, food, chocolate, alcohol or experiences. However, one shopper is breaking the mould saying they will buy their partner a robot lawn mower, valued at $3,500.

ARA Chief Industry Affairs Officer Fleur Brown said: “Despite challenging economic circumstances, Australians consistently look for opportunities to spoil their loved ones. We also know population growth plays a role in the growing spend.

“Valentine’s Day is a chance to share a special moment with a nearest and dearest, by buying gifts and enjoying some time together over a dinner or during a trip away.

“Retailers will welcome this $535 million shopping boost, as a small, sweet spot in what promises to be another intense year.

“Despite an increase in Valentine’s Day spending, tough trading conditions remain constrained overall, with subdued spending and high costs of doing business.”

The results come from an ARA-Roy Morgan Snap SMS survey that was conducted with an Australian-wide cross-section of 4361 Australians aged 18+.

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