Love Language: UAE and Kuwait Lead The Way As Flower Sales Surge 550% This Valentine's Day

Valentine's Day in the MENA region, particularly within the UAE, Kuwait, and Saudi Arabia, has emerged as a significant occasion for expressing affection through gifts, as pointed out in a recent study by Flowwow and Admitad.

This analysis, focusing on the period from February 12-15, 2024, discloses a remarkable 550% surge in flower sales and a 37% increase in mobile shopping. The UAE, leading with an average order value (AOV) of $95, Kuwait at $126, and other noteworthy AOVs in Qatar, Egypt, and KSA, underscores the region's enthusiasm for celebrating love.

Flower Market Soars: Trends and Surprises in MENA

Valentine’s Day remains the biggest driver of flower sales, with purchases skyrocketing by 550% and revenue surging by 635% compared to an average month, according to Flowwow. Flowers dominate the gift market, accounting for 93% of total purchases, underscoring the enduring tradition of gift-giving in the UAE and the region's appreciation for timeless classics.

Throughout 2024, large bouquets in shades of red (35%), pink (30%), and white (17%), featuring classic and peony roses, remained top choices among UAE consumers. Luxurious bouquets containing 101 or 109 roses have emerged as bestsellers, especially for grand romantic gestures. The average flower bouquet order in the UAE stands at AED275 ($74.8).

“The UAE and MENA region have a deep-rooted culture of expressing love through meaningful gestures. At Flowwow, we take pride in supporting this tradition by delivering joy and strengthening connections across distances. This year, we anticipate a 15% increase in overall gifting sales for Valentine’s Day, with a notable 10% rise in the confectionery category. As long as love thrives, so will the gifting industry,” said Slava Bogdan, CEO of Flowwow.

Digital Love: Mobile Shopping on the Rise

Valentine’s Day is currently trending on Google in the UAE and MENA, with consumers preparing gifts for loved ones. This year, global Valentine’s Day spending is projected to hit $27.5 billion, according to the National Retail Federation.

Mobile shopping has played a significant role, with over 37% of purchases made via smartphones. In Saudi Arabia, mobile transactions exceeded half of all orders, while in the UAE, they accounted for 41%. Flowwow and Admitad experts predict a further 3% increase in mobile sales for Valentine’s Day gifts in 2025.

However, despite the digital surge, overall Valentine’s Day sales in MENA dipped by 5% in 2024 compared to the previous year.

“Consumers in the region have been less active in Valentine’s Day shopping compared to Ramadan. However, with the steady growth of e-commerce in MENA, we anticipate a 5% rise in total online orders by the end of 2025,” commented Anna Gidirim, CEO of Admitad.

More Gifts for Men and Gen Z Gamers Join In

Beyond flowers, popular Valentine’s gifts include teddy bears, chocolates, chocolate-covered strawberries, red heart-shaped balloons, and creative floral arrangements. Some UAE buyers opt for unique blooms like violet tulips, colorful roses, blue hydrangeas, orchids, and peony tulips.

Fashion (20%), home & garden (18.5%), and electronics (17.5%) were the top Valentine’s gift categories in MENA, followed by beauty (9%), car products (7%), and tools (6%). In the UAE, fashion led (25%), followed by electronics (18.5%) and home & garden (15.5%), with beauty products making up 12% of sales. These categories are expected to grow, with fashion and electronics projected to rise by 9% in 2025.

Saudi Arabia saw an unexpected trend—men received more gifts than ever, particularly sports gear, tools, and car accessories. Gifts for young mothers made up 9% of sales, while men were 1.5 times more likely to receive car accessories and electronics (20%).

Love in Every Language: How UAE Expresses Affection

The UAE’s multicultural identity is reflected in Valentine’s greetings, written in over 25 languages. English (74.3%) and Arabic (18.4%) dominate, followed by Russian (2.2%), French (1.9%), Spanish (1.2%), German (1%), Hindi (1%), and Filipino (1%).

Looking Ahead: The Future of Valentine’s Day Gifting

The MENA region will continue to see growth in online gifting, with mobile shopping, luxury gifts, and floral arrangements leading the way. As consumer preferences evolve, the demand for diverse gifts—from flowers to fashion and gaming items—is expected to rise in 2025. The UAE and Saudi Arabia remain at the forefront of this transformation, embodying the region’s rich tradition of love and generosity.