Apparel and footwear, up to a whopping 74%, is what Greek consumers spent on between Feb. 12 and Feb. 14, 2025, the runup and actual day when the annual St. Valentine’s Day comes around – now a ubiquitous cultural and commercial celebration of romance, commitment and love in many regions of the world.

According to a study by the Klarna firm, on the occasion of the annual love-themed commemoration last year, jewelry (68%), mainly rings, came in second in terms of sub-categories of retail sales, followed by spa services (16%) and, interestingly enough, airpods (13%).

The increased activity just before and on Valentine’s Day is also related to consumer behavior, who tend to leave the selection of a gift until the last minute, the study noted.

According to the research, the jewelry and accessories category recorded a doubling of sales on Valentine’s Day in 2025 compared to the previous day, Feb. 13. Personal care and beauty products followed with a 29% increase in sales compared to a day earlier.