South African consumers continued their tradition of gift-giving in February, with data from Standard Bank showing a notable increase in shopping activity over the Valentine’s weekend.

• A standout purchase was a R475’000 transaction at a jewellery store in Sandton, highlighting the significance some consumers place on extravagant gifts.
• Over the Valentine’s weekend, which spanned from Friday to Sunday, transaction volumes and values were 12% higher in 2025 than in 2024, and an impressive 25% higher than in 2023.
• However, the average transaction value for 2025 stood at R411, slightly lower than in previous years.
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With Valentine’s Day falling on a Friday this year, spending was notably higher than in previous years, with jewellery stores, luxury goods retailers, spas and salons, and restaurants benefiting the most from the surge in transactions. Tumelo Ramugondo, Head of Credit at Standard Bank, noted that the day of the week played a crucial role in influencing spending patterns, particularly for jewellery and other high-value gifts. He explained that transaction volumes were markedly higher compared to years when Valentine’s Day fell mid-week. Tumelo pointed out that while customers spent more overall, many opted for lower-ticket value items, though some transactions demonstrated a willingness to spend significantly on luxury gifts.

Among the key spending categories, restaurants, department stores, specialty goods and gift shops, spas and salons, florists, and jewellery stores saw the biggest increases. Spending at jewellery stores surged by 154% year-on-year, with an average transaction value of R2’000. Spas and salons also experienced a significant rise in business, with spending increasing by 48%, while restaurants recorded a 43% increase in transactions. Florists remained a popular choice, with customers spending an average of R700 on flowers to mark the occasion.

In terms of the most expensive purchases, the highest local transaction recorded was the R475’000 jewellery purchase in Sandton. Internationally, the most extravagant Valentine’s gift was a R5.5-million purchase at a jewellery store in Paris, demonstrating the lengths some consumers will go to in order to impress their loved ones.

Spending patterns also revealed distinct differences between male and female consumers. Men generally outspent women, with the two highest recorded transactions being made by male customers. On average, men spent R386 per transaction, while women spent R357. The most expensive gift purchased by a female customer was a R52’500 item from a luxury fashion house, further emphasizing the appeal of high-end brands during the Valentine’s season.

The data from Standard Bank underscores the continued popularity of Valentine’s Day as a major shopping event, with spending habits evolving based on the day of the week and broader economic factors. While many opted for modestly priced gifts, significant transactions like the jewellery purchase in Sandton highlight that for some, no price is too high when it comes to celebrating love and romance.

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