This year, although Valentine’s Day is still recognised as an important day to celebrate loved ones, new research by marketplace notonthehighstreet shows that the day is now about celebrating all loved ones, including yourself.

February 8th is when most gifts will be bought and this year, gifting your friends is the priority over your partner. Friends tops the list of those who will be receiving gifts (52%) followed by partners (44%) and child(ren) (10%).

The theme of celebrating all loved ones continues further as almost two fifths (38%) of those in relationships are choosing not to spend this Valentine’s Day with their partners, with 27% opting to spend it with friends or having a night in alone.

25 – 34-year-olds are the most generous as almost half (44%) will be buying a gift for their partner this Valentine’s Day.

Holly Harper is Head of Inspiration at notonthehighstreet she told us…..

“In the run up to Valentine’s Day, our research shows that we are making the most of any opportunity to celebrate the extraordinary people in our lives.

With half of 35-44-year-olds placing importance on Valentine’s to celebrate loved ones and almost a fifth (18%) of 25-34-year-olds wanting to celebrate their friends, our 5,000-handpicked creative British Partners have the perfect gifts to make them feel special.

Our data shows that in 2020, 8th February was the day when most gifts were purchased, with food & drink being exceptionally popular gift choices, with a 67% increase vs 2020. Some really awesome unique products include, Heart Crumpet Baking Kit and Personalised Cookie Pie.

To make your loved ones feel special, make sure you get your orders in by 9th February to receive in time for Valentine’s Day.”

Working with its own British small business Partners, notonthehighstreet is helping the nation find the perfect gifts this Valentine’s Day, whoever you choose to buy for, even yourself.

Jess at anydaymade who sort the gift so you can focus on the joy of giving, told us…….

“We have kickstarted the year with a fresh take on ‘date-night’ as we want our products to be versatile, for any occasion. From a pre- dinner date tipple or just some drinks with the girls, our limited-edition gift box is our most popular product as the perfect starter-kit for yourself and loved ones.”


Kristian at Steepletone who have a range of unique electronic gifts, said…….

“We are a family run business celebrating our 50th anniversary this year and excited to feature one of our most popular products, the Text bulbs – ultra-cool style and beautiful light to any home. In 2021 alone, we sold to 80k bulbs, and we now have over close 40 different designs. This year, we expect Valentine’s Day to be the biggest yet.”


There’s still time to get you, or you loved something special this Valentine’s. Check out what notonthhighstreet have on offer HERE.

And you can check out our Valentine ideas below……