The Business of Love Is Booming in the UAE

For many people, Valentine’s Day comes with mixed feelings. Some celebrate it, some ignore it, and others treat it like any other day. But when it comes to business, especially for local sellers in the UAE, the date still carries serious weight.

According to data from Flowwow, a UAE-based global gifting marketplace, Valentine’s Day continues to be one of the strongest revenue moments for small businesses. The growth isn’t just about couples anymore. It’s being driven by cross-border gifting, people buying for themselves, and a wider idea of who deserves a Valentine’s gift — friends, family, colleagues, and even one’s own self.

In 2025, Flowwow saw a clear spike in activity between February 12 and 15. During that period, online gifting doubled, with GMV growing by 114 percent and order volumes up by 111 percent. The biggest surge came, unsurprisingly, on February 14 itself, when last-minute buyers flooded platforms looking for same-day delivery.

For many florists and gift sellers, Valentine’s is no longer just a busy day. It’s a commercial peak. Some see three to five times their usual sales, helping push the UAE gifting market toward a projected value of US$6.38 billion by 2030.

The Real Cost of Romance

Valentine’s spending in the UAE also tells its own story. Last year, the average Valentine’s order reached AED 390 — about 1.5 times higher than a typical January purchase. This year, Flowwow expects that number to rise again by 10–15 percent, landing closer to AED 420–430.

Part of that increase comes from rising wholesale and logistics costs, but part of it is behavioural. Buyers are leaning toward more premium, personalised sets rather than simple bouquets.

The pricing pressure actually starts weeks before February 14. Red roses, which make up nearly 85 percent of Valentine’s floral orders, become more expensive as demand rises. Wholesale prices climb from around AED 2–3 per stem in December to AED 3.5–4.5 by mid-January. Sellers who secure inventory early avoid some of the volatility, while last-minute buyers often end up paying what the industry casually calls the “romance tax.”

What People Are Actually Buying

Flowers are still at the heart of Valentine’s Day in the UAE. Rose bouquets alone saw more than a 109 percent revenue jump during the holiday period. Mono bouquets remain popular, especially in red, pink, and white shades, often paired with eucalyptus or peony roses. On average, a Valentine’s rose bouquet costs around AED 360.

But the basket is getting broader.

People are no longer stopping at flowers. Flowwow data shows rapid growth in categories like curated food sets, confectionery, and edible bouquets. Delicious gift sets grew by over 600 percent, confectionery by nearly 200 percent, and edible bouquets by almost 150 percent. For SMEs, this shift matters because it opens the door to bakeries, chocolatiers, and niche artisans who wouldn’t traditionally benefit from Valentine’s traffic.

It reflects a simple change: gifting is becoming more about small, meaningful gestures than big symbolic ones.

Not Just for Couples Anymore

One of the more interesting trends is self-gifting. In 2025, about 15 percent of all Valentine’s purchases on Flowwow were people buying for themselves.

Instead of waiting for someone else, buyers chose things like artisan bouquets, chocolate-covered strawberries, bento cakes, and indoor plants as a form of self-care. It’s a quiet shift in behaviour — less about romance, more about personal wellbeing and small indulgences.

At the same time, people are also buying for friends, colleagues, and family members. Valentine’s in the UAE is slowly turning into a broader moment of connection rather than a couple-only occasion.

As Slava Bogdan, CEO and Co-Founder of Flowwow, puts it, consumers are rethinking the day. For local sellers, that means more opportunities to build loyalty through emotional relevance, not just seasonal discounts.

How Cross-Border Orders Help Local SMEs

With expats making up nearly 88 percent of the UAE population, cross-border gifting plays a big role. Between February 12 and 15, about a quarter of Flowwow’s local orders were placed from outside the UAE.

These international buyers also tend to spend more. Customers from Germany led with an average order of AED 484, followed by Russia at AED 436 and the US at AED 398 — all higher than the UAE average.

For small florists and artisans, these global orders aren’t just extra volume. They often turn first-time international buyers into repeat customers long after Valentine’s rush is over.

The Last-Minute Culture

Valentine’s in the UAE is also shaped by timing. Almost half of all orders were placed on February 14 itself, and about 30 percent came within the final 24 hours.

Mobile commerce and same-day delivery have made people comfortable waiting until the last moment. For sellers, that means preparing for sharp peaks without compromising quality. Personalisation still matters — handwritten notes, custom designs, and careful packaging are what separate local makers from mass retailers.

What 2026 Looks Like

Based on recent performance, Flowwow expects Valentine’s online sales in the UAE to grow another 35–40 percent in 2026. Average order values are projected to sit between AED 410 and 430, supported by premium products, cross-border demand, and the continued expansion of gifting beyond romance.

Ekaterina Gorbacheva, Director of Global Expansion at Flowwow, notes that customers are increasingly choosing local SMEs over large chains. People want a handcrafted bento cake from a neighbourhood baker in Jumeirah or a custom bouquet from a florist in Abu Dhabi, not something mass-produced.

In practical terms, Valentine’s Day is becoming less about one night of romance and more about everyday connection — and for UAE SMEs, that shift is quietly turning into one of the most reliable business moments of the year.