Feb 11: For years, Valentine’s Day has been considered as overly commercial, overly sentimental, or out of step with modern relationships. Yet the data suggests something quite different. In 2026, Valentine’s Day in India appears to be regaining relevance, broadening its meaning, and strengthening its role as a consumption moment, according to a new consumer study by Hansa Research Group.
Largely young, working-age consumers, drive the survey with over 64% of respondents falling in the 26–35 age group, underscoring that Valentine’s Day engagement in India is now shaped primarily by financially independent adults rather than students or teenagers.
Far from fading, the occasion continues to resonate with a majority of consumers. Nearly 59% say Valentine’s Day is ‘very relevant’ to them today, while another 18% describe it as ‘somewhat relevant’, taking overall relevance to more than 76%. Only 6% say it is not relevant at all, suggesting that the festival’s emotional currency remains intact even as its expression evolves.
This evolution is reflected in rising interest levels. Close to 62% of respondents say their interest in Valentine’s Day has increased compared to three to five years ago, while 26% say it has remained unchanged. Just 8% report a decline, pointing to adaptation rather than fatigue.
Romantic love still sits at the heart of the day, with 56% associating Valentine’s Day primarily with romance. However, this is no longer the whole story. About 46% now see it as a celebration of all relationships, and 40% link it to self-love and self-care, signalling a shift away from narrow, couple-centric definitions. At the same time, consumers are pragmatic. Over a quarter (27%) openly acknowledge Valentine’s Day as a brand-driven commercial occasion, while 16% describe it as a social media moment, underscoring its layered cultural role.
That logicality extends to their spending behaviour. Valentine’s Day continues to act as a strong trigger for consumption. Around 71% of consumers say they plan to spend this year, with another 18% saying they may spend, bringing potential participation close to nine in ten consumers. Only 11% say they will not spend at all.
Budgets suggest a balance between indulgence and restraint. Nearly one-third (33%) expect to spend between ₹1,000 and ₹3,000, while 18% plan to spend ₹3,000–₹5,000. At the higher end, 15% anticipate spending more than ₹5,000, pointing to steady premiumisation among a meaningful segment. Where the money goes also reveals changing priorities. Flowers (54%), dining out and cafés (53%), and chocolates and confectionery (52%) remain staples, but fashion and accessories (43%), experiences such as movies or travel (39%), and beauty and grooming (37%), now closely follow them. Notably, 25% are open to digital gifts or subscriptions, reflecting the growing pull of instant, app-led convenience.
Brands, unsurprisingly, are hard to miss during this period. Nearly 57% of respondents say they have noticed many Valentine’s Day campaigns, while another 28% have noticed a few. This visibility is not merely cosmetic. More than half, (54%) say these campaigns strongly influence their purchase decisions, and 31% say they influence them sometimes, reinforcing Valentine’s Day’s commercial influence.
Praveen Nijhara, CEO of Hansa Research Group adds, “Valentine’s Day has become a moment where brands are no longer just selling emotions but selling urgency, ease, and cultural relevance. Our data shows that over 70% of consumers plan to spend this Valentine’s Day, and more than 85% say brand campaigns influence their purchase decisions at least sometimes. What is driving this behaviour is FOMO-led communication, hyper-convenient options like instant delivery and app-based offers, and the use of current dating language and trends that feel relatable rather than rehearsed. The brands winning today are those that remove friction, show up in the consumer’s moment of indecision, and reflect how relationships actually function in modern life.”
Consumers are also becoming sharper critics of how brands show up. Nearly 58% feel Valentine’s Day campaigns today are more inclusive, and 22% say they are more digital-first. However, there is little patience for tired tropes. Excessive gifting pressure (41%), over-romanticised clichés (38%), and gender stereotypes (36%) are widely seen as outdated.
Looking ahead, consumers are not asking brands to step back, but to step smarter. About 58% believe brands should continue investing heavily in Valentine’s Day, while 27% want brands to keep investing but with a new approach. That approach, according to consumers, should prioritise inclusive and diverse narratives (50%), experience-led celebrations (23%), and subtle, authentic storytelling (18%) over hard selling.
The survey also highlights the mainstreaming of new-age relationship trends in India’s dating landscape. Awareness of modern dating terms such as situationships, breadcrumbing, and sunset clause relationships is now widespread, with 46% of respondents familiar with the term ‘situationship’ and nearly one in three aware of concepts like soft and hard launches in dating. Notably, these trends are not just theoretical: 45% of respondents say their own dating experience aligns with non-traditional formats such as situationships or time-bound ‘sunset clause’ relationships. The idea of a pre-defined end in relationships resonates strongly, with 69% finding the ‘sunset clause’ concept relatable, signalling a shift towards greater emotional clarity, flexibility, and realism in how modern relationships are now differently defined.
In the end, Valentine’s Day in India today occupies an uneasy but productive middle ground. Just over half (52%) describe it as an emotion-led celebration, 25% see it as a social media moment, and 12% call it a brand-driven commercial event. It is precisely this tension between feelings and marketing that now defines the day—and explains why, for brands and consumers alike, Valentine’s Day still matters.