One in five Canadian consumers (20%) say they’ve reduced or stopped buying holiday gifts – including Valentine’s Day gifts – over the past 12 months to save money, according to a new survey from ecommerce marketing company Omnisend.
Yet despite pulling back on gifting, many shoppers report spending more online overall, said the company.
“What’s changing isn’t the desire to celebrate – it’s how shoppers justify the purchase,” said Marty Bauer, ecommerce expert at Omnisend. “Consumers are still spending online, but higher delivery fees and everyday inflation are forcing trade-offs. Brands that win Valentine’s Day in 2026 will be the ones that make gifting feel easy: clear shipping cutoffs, bundles under $50, and personalized reminders timed to delivery windows.”
While 20% of consumers say they’ve cut back on online holiday gifting, many shoppers report their overall online spending is still increasing, said Omnisend.
Consumers spending more online
In fact, Omnisend said almost half of consumers surveyed are spending more online per month than a year ago, with:
- 12% spending $100–$199 more per month
- 19% spending $50–$99 more per month
- 3% spending $500 or more per month
“This trend highlights an important nuance for retailers: shoppers may be spending more overall, but that doesn’t mean they’re buying more items – making value, personalization, and timing even more critical for Valentine’s Day campaigns,” said Bauer.
Omnisend said retailers can capture Valentine’s demand by leaning into bundles under $50, guaranteed delivery messaging, and early reminders through email and SMS that help shoppers avoid rush shipping fees.
Convenience, value and personalization are key
Brands should also highlight free shipping thresholds and promote “ready-to-gift” products that reduce decision fatigue.
“As shoppers become more selective, brands that offer convenience, value, and personalization will be best positioned to capture demand,” added Bauer.
He said inflation and household economics are changing consumer behaviour.
“Persistent inflation continues to cut into household budgets, causing consumers to reevaluate their gifting philosophies. In some cases, shoppers may reduce the amount they spend per gift, while others may forgo gifts for casual acquaintances,” said Bauer.
“At the same time, shoppers are consolidating their purchases from retailers, meaning they are spending more per order but shopping from fewer stores. This helps them save on shipping costs while increasing the average order value.
“Finally, let’s not forget that, with inflation, things simply cost more. While overall spending may increase, it doesn’t necessarily mean consumers are spending recklessly.”
Experiential gifts are a trend today
Bauer said a recent trend is consumers forgoing “unnecessary” gifts in favour of more experiential ones, such as a nice dinner or micro-indulgences like treating oneself to gourmet coffee.
“For holidays like Valentine’s Day, shoppers may pass on the stuffed teddy bear and expensive chocolates and shift their purchases to a nicer date-night experience,” he said.
“Rising delivery fees came up as a pressure point. How much does shipping now influence whether a Valentine’s purchase actually happens — and where are brands getting it wrong?
“This really depends on the items being purchased, but in a silo, I don’t think it’s a major factor in consumers spending less. However, price fatigue has reached consumers, and seeing high shipping costs can cause shoppers to reconsider their intended purchase. With tight budgets, if the perceived value of the product doesn’t outweigh the total cost, some shoppers may decide the juice isn’t worth the squeeze.
“Brands are in a difficult spot because some need to pass on shipping costs in order to remain profitable, but price increases eventually wear on consumers. Where brands often go wrong is not focusing on customer retention. While it costs a lot to acquire customers, too many brands ignore them after a purchase, forcing them to deploy the same tactics to reacquire them. This constant chasing of the tail keeps brands going around and around the customer acquisition wheel.”
Reinforcing value a missed opportunity
Value is important. When consumers feel a gift is thoughtful, matches the perceived value, and will last, shoppers have an easier time justifying the money spent.
“For brands, this means reinforcing value-adds and using social proof in their messaging,” said Bauer.
“Value-adds include shipping and return policies, product quality and attributes, and customer service guarantees. Social proof can be used by showcasing top-rated and back-in-stock products and gifts, customer favorites, and testimonials. These items can overcome obstacles to conversion for shoppers and make them feel confident making a purchase.
“Reinforcing value is the primary missed opportunity. As I just mentioned, showcasing value goes a long way. Along this same line, as prices increase, showing comparisons to other “traditional” products can help convince shoppers that purchasing from you is the right move.
“For instance, let’s say you sell a $30 sweater that would look great on your significant other. Instead of only promoting the sweater, compare it to what else $30 might buy you. What would provide better value: a trendy new sweater they could wear out again and again, or a stereotypical heart-shaped box of chocolates and an overpriced greeting card? One has thought behind it. The other hasn’t evolved since your high-school days.”
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