Only one third of consumers buy Valentine’s gifts on the high street, Yodel says

Just a third (37 percent) of consumers are looking to high street retailers for gifts this Valentine’s Day, down from 51 percent in 2024, according to new data from independent parcel carrier Yodel. The survey, of over 10,000 UK consumers, shows consumers moving towards online marketplaces such as eBay and Vinted, with a third (34 percent) looking for new gifts on the platforms and 15 percent purchasing second-hand.

The research, which comes as the second-hand economy continues to boom, shows that consumers are becoming less concerned about the origins of their Valentine’s gifts, with two-thirds (68 percent) of respondents admitting they don’t mind if gifts are second-hand, up from 63 percent in 2024. For those buying preloved this Valentine’s Day, over a quarter said it was because it is more environmentally friendly, whilst a fifth (23 percent) said it was to save money and one in 10 (13 percent) said it was because the recipient prefers it.

Last year, Yodel research uncovered nearly 30 million ‘microsellers’ across the UK selling second-hand items on online marketplaces. This surge has led to a boom in Yodel Direct, the company’s consumer-to-consumer delivery service, which has climbed 200 percent in recent years. The service is supported by Yodel’s Out of Home network of over 7,000 stores, supported by PayPoint.

Yodel’s findings also show a shifting landscape in the UK’s gifting habits this year, with the number of people looking to buy beauty and self-care items up 7 percent on last year. More people are also gifting electronics, subscription services, plus vintage and new clothing compared to last year whilst traditional Valentine’s Day favourites like food and drink are down 5 percent.

Mike Hancox, CEO at Yodel, said: “Flowers continue to dominate gifting at Valentine’s Day but we’re also beginning to see interesting shifts in consumer spending as beauty and self-care products gain popularity, reflecting a broader trend towards personal wellness.

Whilst the high street remains a core part of consumer culture and how we connect with brands, this latest data shows that at key retail moments throughout the year, we’re continuing to see consumers diversifying where and how they shop. This includes a growing number of people shopping through online marketplaces, especially in the second-hand market. As consumers continue to face cost and environmental pressures, preloved shopping is moving beyond the day-to-day to include key gifting moments throughout the year.”

Image courtesy of Pexels. Photo credit: Ylanite Koppens.