Lorraine Williamson
Valentine’s Day, or Día de San Valentín, has become increasingly significant in Spain, both for couples and retailers. At the same time, San Solterín, a celebration for singles, is gaining popularity as an alternative to the traditional day.
While historically less prominent than in other countries, recent figures show that Spaniards spend an average of €95 per person on Valentine’s gifts, reflecting a growing consumer culture around February 14.
As in other European nations, Valentine’s Day spending in Spain has increased, reinforcing its commercial appeal. However, there is also a segment of the population that rejects the day, viewing it as a commercially driven tradition.
San Solterín is a celebration for singles
San Solterín, observed on February 13, is gaining traction as a fun and lighthearted alternative for singles. The day promotes self-love and friendship, with social gatherings, group outings, and singles events.
Railway company OUIGO has capitalised on the trend by organising a speed dating event aboard its high-speed trains for the fourth consecutive year. On February 13, well-known Spanish personalities will act as “Cupids,” helping single travellers meet potential partners. Participants from cities such as Madrid, Barcelona, Zaragoza, Valencia, Málaga, Córdoba, Seville, Valladolid, and Segovia can join this unique initiative.
Where do Spaniards spend their money?
Studies indicate that Spaniards prefer experiences over material gifts. Popular spending choices include:
- Romantic dinners: Many restaurants offer exclusive Valentine’s menus, often featuring gourmet dishes and a selection of fine wines or cava.
- Trips and weekend getaways: Cities like Seville, Barcelona, and San Sebastián rank among the top destinations for romantic escapes. Paradores (historic hotels) and countryside cottages with jacuzzis are in high demand.
- Wellness and relaxation: Spa packages and couples’ massages are popular, with resorts offering Valentine’s Day deals.
Traditional gifts also remain highly sought after. Florists experience increased demand, especially for red roses, which become about 20% more expensive around the special day. Luxury chocolates are a favourite, while jewellers report higher sales of heart-shaped pendants, engraved bracelets, and personalised jewellery.
Commercial trends and notable promotions
Retailers and brands are leveraging Valentine’s Day to boost sales through creative marketing campaigns. Some notable initiatives include:
- Mercadona’s ‘famous’ Valentine’s cake: The supermarket chain releases a heart-shaped hazelnut cake each year, which sells out quickly due to its affordability and popularity.
- El Corte Inglés and luxury cosmetics: The department store runs special promotions on perfumes and cosmetics, with Chanel No. 5 and Paco Rabanne’s 1 Million among the top-selling gifts.
- ONCE’s Valentine’s lottery: The Spanish lottery holds a special Valentine’s draw with a “love jackpot” as the grand prize.
- Fast-food chains join in: Burger King offers a “Lover’s Combo,” featuring a special menu for two, including a limited-edition “love milkshake.”
Regional traditions and alternative celebrations
While Valentine’s Day is widely celebrated, some Spanish regions maintain distinct romantic traditions:
- Catalonia: Sant Jordi (April 23) is considered the true day of love, when couples exchange a book and a rose. Inspired by the legend of Saint George, it is a day when men traditionally give roses to women, and women give books in return, fostering both romance and literacy.
- Valencia and Andalucia: Valentine’s Day is often merged with local festivals and cultural events, creating a unique blend of romance and tradition.
A growing commercial phenomenon
Valentine’s Day in Spain has evolved into a highly commercial event, with increased spending and innovative business promotions. Whether through luxury experiences, romantic getaways, or a simple Mercadona cake, Spaniards are increasingly embracing the day. At the same time, the rise of San Solterín highlights that love and companionship can be celebrated in different ways. Regardless of relationship status, February 13 and 14 serve as moments to appreciate and connect with others.
Do we need a special day to celebrate love and friendship?
As spending continues to rise around Valentine’s Day and San Solterín, some question whether a designated day is necessary to express love and appreciation. Shouldn’t love for partners, friends, and even oneself be acknowledged every day, rather than through commercially driven celebrations? While these occasions offer an opportunity to reconnect and share meaningful moments, many believe that appreciation and connection should not be limited to specific dates on the calendar. The growing commercialisation of these events raises the question: Is love something to be scheduled, or should it be part of everyday life?