Holiday Trends
Valentine’s Day spending surges in a short, powerful window, Moneris data shows
March 02, 2026
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Valentine’s Day once again proved to be a short but high‑impact spending period for Canadian businesses. New data from Moneris shows that consumer activity intensified sharply in the week leading up to February 14 as shoppers made concentrated, last‑minute purchases.
Spending accelerates sharply in the final week
In the final week before Valentine’s Day, total Canadian spending rose 48 per cent week over week. This growth was supported by a 27 per cent increase in transaction volume and a 16 per cent rise in the average transaction size. The combination suggests that Canadians were not only shopping more frequently as the holiday approached but were also making more purposeful and higher‑value purchases.
Quebec led the country with a 63 per cent increase, followed by Ontario at 52 per cent and Atlantic Canada at 51 per cent. Strength across large and smaller markets indicates widespread participation as Canadians finalized plans related to dining, gifting and at‑home celebrations.
Rather than spreading Valentine’s purchases over several weeks, Canadians appear to be acting later, making decisions after social plans are confirmed, reservations are made and gifting needs become clear.
Florists see dramatic late rush
Flower purchases remained closely tied to the calendar. Spending at florists surged 457 per cent nationally week over week. The lift was even more pronounced in some regions, including Atlantic Canada at 861 per cent, Quebec at 711 per cent and British Columbia at 492 per cent.
Restaurants and grocery stores gain as Canadians blend experiences
Restaurants also saw strong results. National spending rose 44 per cent week over week, with Ontario up 48 per cent, Atlantic Canada up 51 per cent and Quebec up 47 per cent. Dining remained a central part of the celebration through traditional dinners, group gatherings, and shared experiences.
At the same time, grocery spending climbed 37 per cent, suggesting Canadians continued to embrace at‑home celebrations. The balanced mix of dining out and staying in highlights a more multifaceted approach to the holiday, as couples and families opted to extend Valentine’s Day beyond a single meal or outing.
Regional highlights show targeted category strength
While the holiday remains important for Canadian merchants, year‑over‑year spending was more moderate in 2026 compared with 2025. National Valentine’s Day spending came in slightly lower than last year. However, several provinces delivered strong results across key categories, showing how regional behaviour continues to shape the holiday’s economic impact.
Jewellery stores were a standout. Atlantic Canada saw a 52 per cent year‑over‑year increase, followed by Manitoba at 33 per cent and Ontario at 31 per cent. These results point to ongoing demand for meaningful, higher‑value gifts. Even as national totals eased, many consumers were still willing to invest in symbolic items that carry emotional weight.
The strongest regions for overall holiday performance were Atlantic Canada, Ontario and Alberta. Their gains show how regional preferences can create pockets of significant opportunity for businesses. For merchants, especially those in jewellery and gifting categories, these insights can help inform local marketing, inventory planning and promotional strategies for future Valentine’s periods.
What businesses can learn from this year’s trends
The 2026 findings offer several takeaways for businesses that want to capture more Valentine’s Day demand in the years ahead.
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Prepare for a compressed shopping window:With most spending occurring in the final week, businesses can benefit from front‑loading marketing and ensuring inventory, staffing and operations are ready for a rapid spike. Targeted promotions, extended hours and clear communication in the final stretch can help convert last‑minute shoppers.
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Offer flexible celebration options: Canadians continue to blend dining out with at‑home experiences. Restaurants can offer prix fixe menus for dine‑in and takeout, while retailers can promote bundles that pair treats, flowers or home items to support at‑home moments.
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Highlight meaningful and higher‑value gifts: Jewellery store gains show that symbolic gifts remain appealing. Businesses in other categories can borrow from this trend by spotlighting items that are personalized, sentimental or locally made.
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Tailor promotions to regional behaviour: Spending strength varied by province. Businesses that pay attention to local patterns can better align offers with community preferences, whether that means focusing on gifting, dining or home‑based celebrations.
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Lean into the urgency of the holiday: The data shows buying decisions happen quickly and close to the date. Businesses can capture these shoppers by using same‑day delivery, quick‑turnaround services, gift‑wrapping and clear messaging about last‑chance offers.
Valentine’s Day continues to be small in duration but large in impact
The 2026 Moneris data confirms that Valentine’s Day spending remains highly concentrated, with most activity occurring in a short, intense window. Consumers are increasingly making late purchasing decisions, but they are doing so across a wider mix of categories, from restaurants to grocery to specialty gifting.
For Canadian businesses, the short timeline may present operational challenges, but it also creates a defined period of strong opportunity. Understanding these patterns can help merchants prepare for the next occasion when Canadians once again turn their attention to celebrating the people they care about.
Turn insights into action with Moneris Data Services. Visit Moneris Data Services today to explore solutions that help you make smarter, data-driven decisions for your business.
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