Valentine's Day 2027 - voucher codes and deals

About Valentine's Day

Valentine’s Day falls on 14 February and is a substantial shopping event in the UK. Retailers in flowers, chocolate, jewellery, fashion and experiences run dedicated campaigns, and there is plenty of scope to find a good gift at a sensible price.

Background and British history

Valentine’s Day traces back to the feast day of Saint Valentine, but the modern British celebration owes most to the eighteenth and nineteenth centuries, when the exchange of handwritten cards became widespread. Britain was one of the first countries to industrialise the card - mass-produced Valentine’s cards were being sold in England by the 1840s - and the commercial side has grown steadily ever since.

Today Valentine’s Day is one of the most important selling days of the year for flowers, chocolate and jewellery in the UK. More and more people also buy experiences such as dinners and spa visits, and online retailers have made it easy to find campaigns and voucher codes in the weeks before 14 February. The day has broadened too - it is no longer purely romantic, and many people mark it with friends or family.

How Valentine’s shopping works in the UK

The campaigns start in earnest at the beginning of February and peak in the week before the day. Flower retailers and delivery services are the most competitive, and prices rise as the day approaches - ordering early is usually cheaper as well as safer.

Restaurants and experience providers release Valentine’s packages in January, and the best-known venues book out weeks ahead. Jewellery retailers run their campaigns closer to the day, and online retailers extend delivery cut-offs to catch late buyers.

Product categories and typical discounts

Flowers and plants are the biggest Valentine’s category, with prices climbing sharply in the final days - the discounts sit in early February. Chocolate and confectionery runs gift-set promotions through the first fortnight of the month, and the leftovers are cleared sharply on 15 February.

Jewellery and accessories carry campaigns of 20-40 per cent on selected lines. Experiences such as dinners, spa days and short breaks are sold as packages, often with early-booking pricing. Fashion and lingerie retailers run themed campaigns through the first two weeks of February.

Common pitfalls

Flower prices rise steeply in the final days before 14 February, and same-day delivery slots sell out. Restaurant Valentine’s menus are often fixed-price and more expensive than the normal à la carte menu, so check what is included before booking. Watch delivery cut-offs on gifts too: an order placed on 12 February may not arrive in time unless you pay for next-day delivery.

Valentine’s Day tips

• Order flowers in early February rather than the final week, when prices climb.
• Book restaurants and experiences in January, when the best venues still have availability.
• Check the delivery cut-off before ordering a gift online, and factor in the cost of express delivery.