Facts and figures

Austrians are generous on Valentine’s Day

Those who do give gifts spend between $50 and $70. The Viennese are particularly generous, while those in Burgenland and Lower Austria are less so.(Bild: APA/dpa/Henning Kaiser)

Austrians don't hold back on Valentine's Day: they spend between €50 and €70 on their partners, whether it's for a romantic dinner or the classic gifts: flowers (52 percent), sweets (such as chocolate, 35 percent), and shared activities (21 percent).

"83 percent of men and 66 percent of women plan to give their partner a gift on Valentine's Day this year," says Rainer Trefelik, chairman of the trade association, summarizing the most important findings of a survey conducted by KMU Forschung Austria on behalf of the WKÖ Federal Trade Division.

Those who give gifts spend an average of 50 euros. The Viennese are particularly generous, spending around 80 euros. The expected total expenditure is 220 million euros.

Today, Valentine's Day is primarily considered an important sales driver.

Last-minute gift shopping
The vast majority—exactly 84 percent—buy gifts in brick-and-mortar stores (a third of them outside of shopping districts), while 23 percent use online shops. It is striking that many buy their gifts at the last minute—a few days before or on Valentine's Day itself.

About Valentine's Day

Valentine's Day, which is celebrated on February 14, dates back to Saint Valentine, a Roman bishop who was executed under Emperor Claudius. According to legend, he married couples in Christian ceremonies despite a ban – and gave them flowers from his garden after the wedding. The custom of Valentine's Day was brought to Austria by occupying soldiers. 

Zahlen und Infos

Fakten rund um den Valentinstag

• In 2022, Austrians spent an average of around 14 euros more on Valentine's Day gifts.
• Flowers remain the most popular gift, with roses, tulips, and orchids among the perennial favorites. More and more people are opting for sustainable arrangements with locally grown flowers. This year's favorites are pastel shades in nude, lilac, and light blue tones and the trendy color mocha mousse.
• According to the results of the Consumer Check, Vienna spends the most on Valentine's Day gifts, at €81. Lower Austria and Burgenland, on the other hand, bring up the rear (€64).

Those who give gifts spend between 50 and 70 euros. The Viennese are particularly generous, while those in Burgenland and Lower Austria are less so.(Bild: APA/dpa/Henning Kaiser)

Pastel shades in nude, lilac, and light blue tones and the trendy color mocha mousse are in vogue this year.(Bild: NADIIA MOISEYENKO, stock.adobe.com)

• The increase in the willingness to give gifts among men is particularly striking: while 77 percent of men gave a gift on Valentine's Day last year, this year the figure is 87 percent. Among women, however, there is a downward trend.

• Twenty-six percent of women would be at least slightly disappointed if they did not receive a gift on Valentine's Day.