Valentine’s Day shopping in Greece sees apparel and footwear dominate sales

Greek consumers spent up to 74% on apparel and footwear during the period between February 12 and February 14, 2025, as Valentine’s Day shopping reached its peak, according to recent market research. The data reveals significant consumer spending patterns during the annual celebration of romance and commitment, with multiple retail categories experiencing notable increases in sales activity.

A study conducted by Klarna firm analyzed Valentine’s Day spending trends and identified the top retail categories that benefited from the occasion. Jewelry, particularly rings, captured 68% of consumer spending in its category, securing second place overall behind apparel and footwear. Spa services and airpods followed with 16% and 13% respectively, according to the research findings.

Valentine’s Day Consumer Behavior Drives Last-Minute Shopping

The increased retail activity observed during the Valentine’s Day period is closely linked to consumer behavior patterns, the study noted. Shoppers tend to postpone gift selection until the final days before the celebration, creating a concentrated surge in purchasing activity. This last-minute shopping trend has become a defining characteristic of Valentine’s Day retail sales across multiple product categories.

The research data indicates that timing plays a crucial role in sales performance during this period. The jewelry and accessories category recorded a doubling of sales on Valentine’s Day 2025 compared to February 13, demonstrating the dramatic impact of procrastination-driven purchasing decisions.

Personal Care and Beauty Products See Significant Growth

Personal care and beauty products emerged as another strong performer during the Valentine’s Day shopping period. According to the research, this category experienced a 29% increase in sales on Valentine’s Day compared to the previous day. The growth reflects consumer interest in gifting self-care and grooming items as expressions of affection and appreciation.

Additionally, the prominence of technology items such as airpods in the Valentine’s Day spending mix highlights evolving gift-giving preferences. Modern consumers increasingly view electronics and lifestyle tech products as appropriate romantic gifts, expanding beyond traditional categories like flowers and chocolates.

Retail Implications of Valentine’s Day Spending Patterns

The substantial spending on apparel and footwear during Valentine’s Day suggests that Greek consumers view clothing as a meaningful gift option for romantic partners. This preference may reflect both practical considerations and the personal nature of fashion choices in expressing affection. However, the diversity of categories experiencing increased sales demonstrates that Valentine’s Day has evolved into a broader retail event beyond conventional romantic gifts.

Meanwhile, the jewelry sector’s strong performance, particularly in rings, aligns with traditional associations between Valentine’s Day and relationship milestones. The 68% figure for jewelry spending underscores the enduring appeal of precious items as symbols of commitment and love during this annual celebration.

In contrast to year-round shopping patterns, the concentrated nature of Valentine’s Day purchasing creates specific challenges and opportunities for retailers. Businesses must prepare inventory and marketing strategies to accommodate the surge in demand during the narrow window leading up to February 14.

Retailers and payment service providers will likely continue monitoring Valentine’s Day spending trends in 2026 to refine their strategies. The patterns observed in the 2025 data may inform inventory planning and promotional timing for future celebrations, though consumer preferences and economic conditions could shift these dynamics.