So Much Austrians Spend for Valentine's Day
Valentine's Day continues to be an important revenue factor for local trade. According to the latest Consumer Check by the Trade Association, in collaboration with Reppublika Research, two-thirds of Austrians intend to purchase gifts for Valentine's Day this year.
Austrians Spend an Average of 70 Euros on Valentine's Day
"On the day of love, respect and appreciation for the partner are particularly important. But the trade also benefits from good sales. This year, Austrians are spending an average of 70 euros on gifts. Last year it was 71 euros, and three years ago this figure was even 84 euros. Despite the decline, the additional revenue for the trade of around 150 million euros is respectable," said Trade Association Managing Director Rainer Will about Valentine's Day.
Valentine's Day: These Are the Top Gifts for Austrians
As in previous years, most survey participants give gifts to their partners (32%) or spouses (21%) on Valentine's Day. But mothers (9%), friends (8%), and even colleagues (1%) can also look forward to a gift.
The Top Gifts for Valentine's Day 2025:
- 1. Blumen & Pflanzen (56%)
- 2. Schokolade & Süßes (22%)
- 3. Restaurantbesuche (15%)
- 4. Ausflüge (12%)
- 5. Gutscheine (10%)
- 6. Kosmetik (7%)
Stationary Trade in Demand for Valentine's Day Gifts
Valentine's Day gifts are still predominantly purchased offline by Austrians.
- 33% kaufen in Einzelhandelsgeschäften abseits großer Einkaufsstraßen
- 24% bevorzugen Shopping-Center
- 12% shoppen auf einem Markt
- 11% auf Einkaufsstraßen
- 10% im Fachmarktzentrum
- 10% bei österreichischen Onlineshops
- 9% bei Online-Marktplätzen
Viennese Spend the Most on Valentine's Day
On average, Austrians spend 70 euros per person for Valentine's Day, but there are significant regional differences.
- Wien: 81 Euro
- Steiermark & Kärnten: 73 Euro
- Tirol & Vorarlberg: 68 Euro
- Oberösterreich & Salzburg: 65 Euro
- Niederösterreich & Burgenland: 64 Euro
Valentine's Day as an Important Purchase Impulse for Brick-and-Mortar Retail
Trade spokesperson Rainer Will sees Valentine's Day as an important day for brick-and-mortar retail: "Valentine's Day remains an emotional fixture in retail. It provides much-needed purchase impulses - especially in the fashion, perfumery, flower, and food sectors. While traditional gifts continue to dominate, shared experiences are becoming increasingly important - a trend that the retail sector is also embracing."
Origins of Valentine's Day May Lie in the 3rd Century
The story of Bishop Valentine is seen by many as the origin of Valentine's Day: He is said to have married couples in a Christian ceremony despite the ban by Emperor Claudius II. After the ceremony, the couples are said to have received flowers from the bishop's garden. Another possible origin is the festival "Lupercalia," which was originally a Roman festival that was later Christianized. The custom of Valentine's Day came to Austria through occupying soldiers.
(APA/Red)
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