Perfume topped the ranking with almost one million more searches than any other Valentine’s Day gift. In 2024, Britons searched for perfume 2,725,542 times in the lead up to the holiday, significantly more than popular gifts like chocolate or flowers. Google searches for perfume are almost 13 times more popular than those for aftershave, which sit at just 210,118.
Chocolate takes the second spot among the UK’s most popular Valentine’s Day gifts. Approximately 1,800,175 searches were made for chocolate, over half a million more than flowers. Flowers accumulated 1,246,718 searches in the UK during the two weeks leading up to Valentine’s Day last year. For every 10 searches for flowers, there are around 14 for chocolate nationwide.
Wine is the only other gift idea on the ranking to gather over one million searches. Claiming fourth spot with 1,104,303 Google searches, wine ranks among the most popular choices for Valentine’s Day gifts in the UK.
Jewellery rounds out the UK’s top five most Googled Valentine’s Day gifts, with 844,194 searches. From necklaces to rings, bracelets and more, jewellery proves to be a popular choice among shoppers for their loved ones.
Underwear ranks sixth with 276,943 searches, followed by gift cards and gift sets, gathering 260,163 and 254,414 searches, respectively. Sweets are the second confectionary item to feature on the ranking, sitting in the seventh spot. Google searches for sweets around Valentine’s Day reached 222,645. However, chocolate is eight times more popular than sweets during Valentine’s Day, according to the search volume data.
Pyjamas are the tenth and final gift to feature among the UK’s most searched Valentine’s Day gifts, with 213,242 searches. Other popular gifts include lingerie, sex toys, and teddy bears, each totalling 180,064, 109,731, and 108,219 searches.
Between 4th and 17th February, there were 148,889 searches for “restaurants near me” as couples sought spots for a romantic dinner, while 46,718 searches were made for Valentine’s Day cards.
Mark Baldwin, director and founder of Baldwin Digital:
“Valentine’s Day is so often associated with chocolate and flowers, so it’s fascinating that perfume is searched for significantly more than both. It may be that perfume is viewed as a more luxurious, romantic purchase for your partner compared to other gifts.
