With global Valentine's Day spending projected to hit a record $29.1 billion in 2026 and the UAE gifting market growing at a 14.7% CAGR by 2030, the economics of romance have never been more significant.
UAE residents expand Valentine’s Day beyond couple celebrations. A new gifting report by Flowwow, a UAE-based global gifting marketplace, shows that UAE residents are redefining the romantic occasion through non-romantic gifting and a broader, more personal celebration.
Analysis of 500,000 online orders reveals a 90% YoY jump in self-gift orders and strong demand for premium food gifting categories: delicious sets +609.5%, confectionery +193.4%, edible bouquets +148%.
Beyond Just Romance: 1 in 7 UAE Valentine's Gifts Are Bought for Yourself
Amid a broader tendency to share the holiday with loved ones, Flowwow recorded an impressive 90% jump in self-gifting in 2025, now making up 15% of all orders, as consumers increasingly chose to dedicate this moment themselves, as an act of self-care. Artisan's bouquets, chocolate-covered strawberries, bento cakes, and indoor plants were among the most popular self-gifting choices, offering both emotional value and small, personal indulgence. The behaviour pointed to a deep commerce shift in wellbeing and personal care, with the UAE wellness economy valued at $34.1 bn.
Say It With Food: Valentine's Basket Reflects Interest in Non-Romantic Gifting
UAE consumers now see Valentine's as a celebration of relationships more broadly. While rose bouquets remain central gifting options on Valentine’s Day, with more than 109% revenue surge and a 85% share of all floral orders, fast-growing premium food categories set the stage for a broader way of celebrating.
It reflects the mindset of UAE residents to express love and appreciation through meaningful gestures beyond romance: delicious sets +609.5%, confectionery +193.4%, edible bouquets +148%. Friend-gifting was the fastest-growing recipient segment on the marketplace, with 23% of shoppers planning to celebrate friendships rather than partners.
”At Flowwow, we see how consumers are rethinking this day, turning it from a purely romantic occasion into a wider moment to express love and care to friends, colleagues, and family members. For small local sellers, it’s a time full of opportunity to build brand loyalty through emotional resonance, reach new loyal audiences, and grow revenue. Both give huge emotional and economic potential to the occasion.”
— said Slava Bogdan, CEO and Co-Founder of Flowwow.
The Economics of Romance: UAE Valentine's Spending Hits 1.5x Monthly Average
In 2025, Flowwow recorded an impressive 2x online gifting boom (+114% GMV and +111% in order volume surge) between 12th and 15th of February, while the peak came from last-minute orders on 14th of February. This concentrated demand reinforces Valentine's Day as a powerful revenue generator for the UAE’s gifting market, projected to hit $6.38 billion by 2030. For local flower and gift sellers, it creates strong commercial momentum, many of whom see 3-5x growth during the holiday.
The average Valentine's gift order in the UAE reached AED 390, 1.5 times higher than the average January order, and equivalent to a complete evening desert safari with BBQ dinner for two. This year, Flowwow analysts project a further 10-15% increase in AOV to reach up to 420-430, driven by higher wholesale and logistics costs alongside sustained consumer demand for more premium gift choices.
Forecast 2026: Valentine’s Day Set for 40% Growth
In 2026, Valentine's Day will cement its position as one of the leading e-commerce and moment of February and of the year as a whole. Based on strong performance several years in a row, Flowwow forecasts online sales on Valentine's Day are expected to grow by at least 35-40% year-over-year. The average order volume is projected to exceed AED 420-430, driven by rising demand for premium sets, ‘just for me’ gifts, and a broadening perception of the holiday beyond romance.
News Source: Flowwow
