Donegal men spend less than almost everyone else on St Valentine's Day flowers!

Donegal has emerged as the second-lowest-spending county in Ireland when it comes to men buying Valentine’s Day flowers, according to new AIB data.

The banking figures show that more than €143 million was spent nationwide on February 14 last year, a 45 per cent increase on 2024 when the day fell midweek. In Donegal, men spent an average of €55 on flowers, the second lowest figure in the country and only ahead of Westmeath, on €54.

READ NEXT: Donegal students meet President Catherine Connolly in Derry

By comparison, Kerry topped the list with an average spend of €72, followed by Limerick at €68 and Sligo at €67. Across Ireland, more than €505,000 was spent by men in florists on February 13 alone, with the average bouquet costing €62.

The busiest shopping period nationally came between 4pm and 5pm on Valentine’s Day as people made last-minute purchases on their way home from work, and 62 per cent of flower purchases were made in-store rather than online.

Supermarkets also saw a noticeable shift in behaviour. While women accounted for 59 per cent of grocery transactions during February overall, men took over on the evening of Valentine’s Day, making just over half of purchases after 5pm with an average spend of €25. Fast food outlets recorded their strongest trading day of the month, with an average transaction of €17.

Jewellers benefited significantly from the occasion, with an average purchase of €142 and men were responsible for 63 per cent of spending. Most jewellery sales were made in person, reflecting a preference for choosing gifts directly in store. People aged between 25 and 44 accounted for more than half of jewellery purchases, while only nine per cent came from those aged 65 and over. Cinema trips also remained a popular date option, with women responsible for 57 per cent of Valentine’s Day spending at the movies.

AIB’s Head of Consumer, Adrian Moynihan, said: “Valentine’s Day spending patterns continue to evolve, reflecting not only our love of flowers, food, and supermarket bargains, but also the influence of societal – and sporting - events. With Ireland set to face Italy in the Six Nations on Valentine’s Day this year, we anticipate a lively atmosphere and a shift in spending trends, especially in Dublin. Understanding these spending habits is crucial, as it enables us to help businesses tailor their offerings and ensures we continue to meet the evolving needs of our customers.”