While the general price increase in Sweden has been 22 percent over the past five years, the price of Valentine's Day favorites has increased even more. The price of chocolate has increased by over 70 percent. Jewelry has risen by over 60 percent during the same period, while the price of flowers has risen by 45 percent.
"These are much larger price increases than in society in general," says Magnus Hjelmér.
The bubble remains
Those who want a cheaper Valentine's gift can, for example, buy theater tickets, the price of which has only increased by 11 percent in the last five years, or sparkling wine, which is just below the general price trend.
Considering that it is precisely these classic goods that have risen in price, it is about trying to do other things.
Magnus Hjelmér also highlights that there is some social pressure to give gifts or experiences during Valentine's Day.
If you want to get away cheaply, maybe it's important to adjust your expectations beforehand.
At the same time, he believes that if you have managed to maintain your monthly savings for a long time and have a good buffer for unexpected expenses, you can take the opportunity to treat yourself on Valentine's Day.
It's a sign that your budget can actually handle a little consumption.
Reduces consumption
Swedes are expected to reduce their Valentine's Day consumption this year compared to last year, according to a forecast from Swedish Commerce. A total of 960 million kronor is expected to be spent on Valentine's Day, which is a step back from the peak of 1.35 billion last year.
"Many still want to celebrate Valentine's Day, but do it a little simpler and with fewer gifts," says Swedish trade analyst Brill Ivarsson in a press release.
Price increase from December 2020 to December 2025:
Chocolate: 73.65 percent
Jewelry: 62.01 percent
Weekend hotel rooms: 52.05 percent
Flowers/plants: 45.04 percent
Museums: 38.64 percent
Admission ticket, entertainment: 27.35 percent
Dinner: 22.01 percent
Sparkling wine: 20.52 percent
Cinema ticket: 19.58 percent
White wines: 15.83 percent
Makeup: 14.84 percent
Red wines: 12.42 percent
Theater ticket: 11.27 percent
Home furnishings: 9.82 percent
Watches/clocks: 5.74 percent
Source: Statistics Sweden
