Consumers shift to home-cooked meals and dine-in deals this Valentine’s Day

• New data from Ocado Retail shows two thirds of consumers (65%) plan to cook dinner at home, and over half (54%) are making breakfast or brunch in a bid to avoid busy restaurants and cut costs
• Valentine’s deliveries have increased by almost a quarter (23%) year-on-year, with sales on Ocado Retail’s Everything Valentine’s aisle up 32% year-on-year
• Consumers balance indulgence and value, with two thirds planning at least one premium treat, and three fifths cooking an elaborate meal, while almost two thirds carefully plan spending to make the day special yet affordable

Valentine’s Day 2026 is shaping up to be a distinctly home‑centred occasion, as new supermarket data shows friends and couples who are celebrating are increasingly planning breakfast, brunch, and dinner at home. 

New research by Ocado* shows that of those planning to celebrate Valentine’s Day, almost two thirds (65%) intend to cook dinner at home, while just over half (54%) plan to make breakfast or brunch with it falling on a weekend this year. Almost half (49%) say they are opting for a dine-in deal or ready meal, reflecting a growing preference for celebrating in rather than eating out. More than half (54%) say they are doing so to avoid busy cafés and restaurants, and the same proportion cite saving money as a key motivation.

Ocado’s delivery and basket data mirrors these intentions with strong growth around Valentine’s Day as an occasion: deliveries planned for 13th and 14th February are up nearly a quarter (23%) year-on-year and over a third (36%) year-on-two-year. The most popular delivery date is Friday 13th February, with late-morning slots in highest demand across Valentine’s weekend (13th–15th February), suggesting customers are planning ahead to spread their celebrations across the full day.

Popular items in baskets for delivery between 13th and 15th February include M&S British daffodils, salmon fillets, sourdough bread, and fruits. Brunch-focused baskets are driven by avocados, blueberries, Scottish oak-smoked salmon slices, strawberries and crumpets, pointing to weekend staples across the day. 

Sales on Ocado’s Everything Valentine’s aisle are up nearly a third (32%)** on last year, with particularly strong growth in cards (+69%), chocolate (+56%), breakfast items (+34%), gifts (+27%) and M&S products (+28%), showing how customers are combining traditional Valentine’s treats with meal planning for at-home celebrations.

Searches for traditional Valentine’s gifts are also up. Roses have increased 126% year-on-year, with strong increases also seen for flowers (+73%), chocolate boxes (+41%), Valentine’s chocolate (+37%). Sales of premium and gifting products are also seeing significant growth, including Hawksmoor 35-day aged British sirloin (+174% YoY), Hotel Chocolat Valentine’s Sleekster (+615% Yo2Y) and Daylesford Organic Sparkling Love by Leoube Rose (+17% YoY).

Dan Elton, Chief Customer Officer at Ocado Retail says, “Many of our customers are choosing to stay in this Valentine’s Day, opting for convenience by making the most of our extensive restaurant-at-home range. Our data shows that as well as the classic Valentine’s Day dinner, many are also planning a special brunch since the day falls on a weekend this year. These shifts reflect the growing appetite for flexible and convenient options that allow customers to create special moments at home.”

ENDS

Notes to editors:

*  Research among a nationally representative survey of 938 UK adults who plan to celebrate Valentine’s Day this year, conducted by Clarity in February 2026. 

** Year on year increase in searches and sales across Ocado.com website, February 2025 vs February 2026