New research indicates a significant shift in British Valentine's Day celebrations this year, with a growing number of couples opting to dine at home rather than face the steep prices of restaurant meals. The study highlights how cost-of-living pressures are reshaping traditions, turning the romantic occasion into what analysts describe as a 'contained indulgence'.
Marks & Spencer Claims Top Spot for Romantic Meals
According to the comprehensive analysis conducted by product intelligence company Vypr, Marks & Spencer has been named the most popular destination for both dinner ingredients and specially curated dine-in deals this Valentine's season. The retail giant narrowly edged out competitor Tesco to secure the prime position, suggesting that shoppers are not entirely abandoning premium retailers despite financial constraints.
Ben Davies, founder of Vypr, explained the consumer behaviour pattern to Retail Gazette: 'In the context of cost-of-living pressures, this suggests shoppers are not abandoning premium retailers altogether, but instead trading up selectively for a single, special occasion. Valentine’s Day appears to be treated as a contained indulgence, where shoppers are willing to spend a little more on fewer items rather than commit to the much higher cost of eating out.'
Four Distinct Menu Options for 2026
The research findings coincide with M&S revealing the latest iteration of its popular dine-in deal for 2026, priced at the equivalent of £12.50 per person. For the first time, the Valentine's offering has been incorporated into the retailer's premium Collection range, featuring four distinct menu options that each include three courses paired with a bottle of Crémant or a non-alcoholic sparkling wine alternative.
The study from Vypr further revealed that only 65% of consumers plan to celebrate on February 14th this year, with the majority of those who do participate choosing to eat at home rather than dine out. Davies added: 'With January being the longest wait till pay day after Christmas, consumers are feeling the pinch with thoughtful gestures rather than large gifts.'
Detailed Menu Breakdown
The four carefully crafted menu options demonstrate M&S's commitment to catering for diverse dietary preferences and requirements:
- The Classic Menu features king prawn and lobster thermidor gratins as a starter, followed by fillet steak beef Wellington with spring greens, petit pois and cavolo Nero sides. The meal concludes with pistachio and chocolate spheres, accompanied by Crémant de Bordeaux.
- The Gluten-Free Option includes pork and ham hock terrine to begin, British rump steaks with peppercorn sauce as the main course, extra crispy triple cooked chips, and a chocolate, orange and nut brownie dessert, paired with M&S Classics Malbec.
- The Vegan Selection offers handmade dim sum flowers with ponzu dip starters, caramelised onion, butternut and potato rosti stacks with chimichurri drizzle mains, rosemary and sea salt hasselback potatoes, and chocolate and caramel millionaire's tortes, complemented by M&S Classics Pinot Grigio.
- The Pescatarian Alternative presents nocellara focaccia and melting camembert as an opening course, Caledonian Gold™ salmon and prawn en croûtes as the centrepiece, asparagus and tenderstem broccoli sides, and Sicilian lemon possets for dessert, served with M&S Classics Marlborough Sauvignon Blanc.
Consumer Pragmatism During Economic Squeeze
The research underscores how British consumers are adopting increasingly pragmatic approaches to special occasions during the ongoing cost-of-living crisis. Rather than completely forgoing celebrations, shoppers are strategically allocating their budgets toward premium home dining experiences that offer better value than restaurant alternatives.
'Overall, the research shows that while Valentine’s shoppers remain pragmatic, the success of Marks & Spencer highlights how premium grocers can still win during a cost-of-living squeeze,' concluded the Vypr report. This trend suggests that retailers who successfully balance quality with perceived value can thrive even during periods of economic pressure, as consumers continue to seek meaningful ways to celebrate important occasions without breaking their budgets.
