Valentine’s Day is shaping up differently across Russia this year, with more than half of the population choosing not to celebrate. This shift was shared with socialbites.ca through insights gathered from the distribution network Lots of Salmon and the data source Control Index, highlighting a notable swing in public sentiment and spending plans as February 14 approaches.
Among those surveyed, 63 percent said they would skip Valentine’s Day altogether, while 37 percent indicated they would celebrate. Of the celebrants, a substantial portion, 44 percent, plan to spend the evening at home, seeking intimate moments and quiet time together. In contrast, 35 percent intend to dine out at a restaurant, and 12 percent envisage a stay at a country hotel or spa to mark the occasion with a change of scene.
The most common behavior among couples celebrating at home centers on simple, shared experiences. A majority said they would order rolls or pizza for delivery, turning the evening into a casual, cozy celebration rather than an extravagant affair. A surprising 57 percent reported plans to engage in intimate moments, a statistic that underscores the personal nature of many couples’ Valentine’s Day choices. About 30 percent prefer to prepare a romantic dinner themselves, while 23 percent plan to watch beloved movies or television shows as part of the celebration.
When it comes to budgeting, the trend is conservative. Nearly three-quarters, or 73 percent, expect to spend no more than 5,000 rubles on the holiday, not counting gifts, and only a small 2 percent anticipate spending more than 15,000 rubles. This pattern reflects a broader preference for meaningful, low-key celebrations over lavish expenditures, aligning with a practical approach to holiday spending for many households.
Gifting remains a common element for those in relationships, with 70 percent saying they would give a token to their partner. Flowers continue to be a mainstay, with 84 percent planning to purchase them, followed by 66 percent who intend to buy skincare or cosmetic store certificates, and 46 percent who will choose candy. The distribution of gifts highlights a blend of traditional romantic gestures and more practical or gesture-based options that suit varying budgets and tastes.
Among single Russians, the mood shifts again. Only 35 percent plan to celebrate February 14, while 65 percent choose to stay in their own space, often indulging in favorite films or series from the comfort of their home. In this group, rolling orders of pizza or sushi remain a popular option, with 56 percent favoring delivery, and 34 percent opting to dine out at a restaurant rather than celebrating with a partner. The data suggest a broader cultural shift where entertainment and personal time take precedence over conventional romantic outings for many single individuals.
Interestingly, a sizable portion of single respondents—about 67 percent—report gifting themselves something, with money emerging as the most popular self-gift. This tendency points to a theme of self-reward and personal appreciation that resonates beyond traditional relationship milestones. The overall picture shows Valentine’s Day as a diverse experience in Russia, where couples, singles, and those who celebrate in unique ways each interpret the day through their own lens.
There are already discussions about travel for romance within Russia, with five destinations identified as appealing for couples seeking a getaway that blends scenery, culture, and intimate moments. These destinations reflect a broader interest in romantic escapes that go beyond ordinary routines, offering different atmospheres and experiences for those who choose to celebrate in travel mode rather than staying strictly at home or in local venues.