Gregg Wallace poses in bed of roses as he prepares for Valentine's Day
The cost of Valentine's Day is now almost £100 higher than it was 10 years ago, with a bouquet of roses soaring from £44.99 in 2014 – to a whopping £66 today.
Other typical gifts purchased ahead of the big day, which have been hit hard by inflation, include a heart-shaped box of chocolates from Thornton's Continental, which has seen a 50% price increase from £19.99, to £30.
Shockingly, customers also seemingly get less chocolate for their money, as the box has shrunk in weight from 570g, to 517g. Meanwhile, the cost of a 100ml bottle of eau de parfum, from Chanel No. 5, has hiked by a third, from £92 to an eye-watering £123 today. And a basic, personalised “Me to You” Valentine's card, from Funkypigeon, has almost doubled in price, from £1.99 to £3.89, before postage.
In fact, exactly three-quarters of adults in relationships have noted the rapidly-growing “cost of loving”, due to inflation. And as a result, nearly half of the 2,000 people polled (48%), say they will skip celebrating the romantic day on February 14 this year.
It comes as a bouquet of the romantic flowers has risen in price from £45 ten years ago - to £66 today (PinPep)Thankfully, MasterChef presenter, Gregg Wallace, is on hand to save the day – as he will be handing out red roses for free this weekend in London, at the Cost of Loving pop-up. To mark the occasion, the TV personality took part in a cheeky, “American Beauty”-style photoshoot, where he lay in a bed of roses, and even posed with one of the flowers clutched in his mouth.
Shop prices 'are yet to peak and will remain high' as inflation hits new heights
Gregg Wallace has joined forces with SMARTY Mobile, which commissioned the research, ahead of appearing at Observation Point on London's Southbank this coming Sunday (February 11), to hand out free roses to would-be romantics, from 12pm to 3pm.
He said: “I’m a huge romantic, and I take any opportunity to celebrate the people I love. A token of love is hugely important, and no-one should get ripped off on an occasion like Valentine’s Day. I’m thrilled to be helping SMARTY Mobile tackle the cost of loving with free roses this weekend.”
The research showed 90%, who are either in a relationship or currently dating, say prices for romantic gifts and treats like a night out, a bouquet of roses, or just a box of chocolates, have all risen. And 72% reckon these gift prices also surge right before Valentine’s Day – a passion killer that drains bank balances.
As a result, nearly half plan on not celebrating Valentine's Day this year (PinPep)Almost a third (29%), of those in a relationship, used to spend more money on date nights, but now consider it more of an occasional treat. And over half (51%) say they have less disposable income to spend on dating than ever before. When it comes to prices on gift items surging just before Valentine’s Day, 76% say this makes them feel fed up, and 47% agree the cost of roses is likely to put them off buying them at that time.
However, for over half wanting to say “I love you” (53%), buying gifts isn’t the only way, with 23% of them saying they’d pen a poem to someone they liked – as it’s free. Those who do plan to celebrate the day this year (36%) will be spending time with their loved ones, sending a card, or going out for dinner, spending an average of £48 – an investment which 24% say is more than they spent last year.
Gen Z – those born after 1996 – are the thriftiest lovers of all, with 45% putting money aside especially for Valentine’s Day. And 63% of those polled, via OnePoll, said they think businesses should keep the price of goods and services the same all year round.
Sayed Hajamaideen, head of brand and marketing from SMARTY mobile, which is committed to no annual price rises, said: “These days, the “cost of loving” seems to be higher than ever. Connecting with loved ones – through roses, a card, or even a phone call – shouldn’t cost extra just because it’s Valentine’s Day.
“The prices of many things these days have gone up – but when the cost of gifts, like flowers, spikes right before the most romantic day of the year, it takes the excitement and joy out of it.”
RISING COSTS OF VALENTINE'S DAY GIFTS FROM 2014 TO 2024:
- Valentine's Day card from Funkypigeon – £1.99 in 2014, versus £3.89 in 2024 – 95% increase
- Thornton's Continental heart-shaped box of chocolates – £19.99 in 2014, versus £30 in 2024 – 50% increase
- A dozen red roses, via Interflora – £44.99 in 2014, versus £66 in 2024 – 47% increase
- Pizza Express three-course dinner for two, with one glass of Prosecco each – £39.90 in 2014, versus £57.80 in 2024 – 45% increase
- Chanel No. 5 eau de parfum, 100ml – £92 in 2014, versus £123 in 2024 – 34% increase
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