Valentine’s Day on Both Sides of the Gulf of Finland: Some Prefer a Cozy Night In, Others Get Crafty and Spoil Their Pets
Valentine’s Day is no longer a holiday meant only for couples – it has become a broader celebration of friendship. Data from Prisma and Wolt show that 14 February is marked somewhat differently on the two sides of the Gulf of Finland. While Finns are increasingly investing in creativity and even pampering their pets, people in Estonia more often spend Valentine’s Day at home with good food and small gifts.
On Valentine’s Day, people are ready to remember their loved ones, and saving money is not the top priority. S Group statistics show that in Finland, sales of chocolate and sweets increase by nearly 50% ahead of Valentine’s Day compared to the previous week, and the share of impulse purchases rises noticeably.
People in Estonia are also willing to spend more for the occasion. According to Prisma Estonia’s Director for Category Management and Purchasing, Kaimo Niitaru, last year the volume of confectionery sales in Prisma Estonia stores during Valentine’s Day week grew by 36%, while the increase in value was even higher – nearly 60%. “During this period, people are prepared to spend a little more on those they care about, and younger people typically also buy small gifts for their friends,” Niitaru notes.
Although retail begins preparing for Valentine’s Day already at the end of January, shoppers tend to wait until the last moment. “About half of purchases are made two to three days before Valentine’s Day, but a very large share – especially flowers, sweets and drinks – is bought on 14 February itself. That day is usually among the highest sales days of the entire month,” Niitaru explains, describing Estonians’ shopping habits.
Finns Believe in Crafting
In Finland, many people get inspired to do crafts ahead of Valentine’s Day. “This is reflected in the growing demand for craft supplies – their sales volumes ahead of Valentine’s Day have increased by more than 50% compared to 2019,” says Niitaru. “In addition, our northern neighbours are increasingly spoiling their pets. Sales of cat and dog toys have risen compared to last year, indicating that Valentine’s Day also includes furry family members.”
In Estonia, Valentine’s Day is more often celebrated with a romantic dinner and sweets or gifts. “For example, candle sales in Estonia increase by 30% around Valentine’s Day, and cosmetics are purchased 15–20% more,” says a Prisma representative.
Estonians Tend to Celebrate at Home
While chocolates and cookies remain classic ways of expressing love, treating oneself to berries has also become increasingly popular. “In Estonia, sales of strawberries and berries increase five- to sixfold. In Finland, fresh strawberries packed in a heart-shaped box are becoming more popular every year,” says Kaimo Niitaru.
Prisma has also added new seasonal products to its assortment for Valentine’s Day. In Finland, this year’s newcomers include pink Domino biscuits and Geisha Mousse Delight chocolate candies. In Estonia, the selection now includes a Lindt Lindor heart-shaped chocolate box, Tutti Frutti Remix Love, and Haribo Love Hearts gummies.
According to Mantas Lomsargis, Head of Wolt Baltics, Valentine’s Day in Estonia is characterised more by celebrating at home, and on 14 February the most-ordered items from grocery stores and restaurants are chocolate, burger combos, sushi, ice cream, as well as cakes and pastries.
“In Finland, the most popular items are actually more everyday goods and food orders, which suggests that Valentine’s Day shopping blends more into regular ordering habits there,” Lomsargis adds. Last year on 14 February, the most frequently ordered items were various drinks and sweets: soft drinks, candies, energy drinks and chocolate.
Flowers Are Still One of the Most Loved Ways to Make Someone Happy
And, of course, you can’t escape flowers on a day like this. “Wolt data show that on Valentine’s Day, flower orders in Estonia increase by around 320% compared to an average day,” notes Lomsargis. On 14 February last year, flowers were in fact the most popular category on the Wolt platform. In Estonia, the most ordered are mixed bouquets of different styles and roses, and popular cut flowers also include tulips.
Prisma data show that potted plants are also chosen by quite a few celebrants, but tulips and roses are especially popular on Valentine’s Day. “In recent years, flower sales during the week leading up to Valentine’s Day have increased roughly fivefold,” says Kaimo Niitaru.
