BY: TANA MALINGA
Valentine’s Day 2026 is set to deliver stronger spending growth, with FNB anticipating increased customer activity as the occasion falls on a Saturday this year.
The weekend timing gives consumers more flexibility to celebrate, creating extended opportunities to spend across dining, travel, accommodation, gifting and experience-based activities.
According to FNB, when Valentine’s Day aligns with a weekend, customers are more likely to plan ahead, book outings and spread their spending across multiple categories, benefiting both in-store and online retailers.
2025 RESULTS SIGNAL STRONG APPETITE TO CELEBRATE
Looking back at 2025, spending trends already showed that South Africans prioritise Valentine’s Day.
FNB recorded a 7.6% increase in the number of customers transacting on the day compared to the previous year. In-store spending reached R209 million, marking a strong 16% year-on-year increase. Online spending totalled R84 million, reflecting a 1.5% increase.
Interestingly, even stronger growth was seen in the week leading up to Valentine’s Day, suggesting a rise in last-minute shopping behaviour.
During the full Valentine’s week in 2025, overall credit card spend reached R1.76 billion, with online transactions increasing by 6% year-on-year. Men accounted for 57% of spending customers, while women made up 43%.
Spending was concentrated in major metropolitan areas, particularly Sandton, Pretoria and Cape Town, highlighting continued demand for premium experiences and lifestyle offerings. Customers aged between 30 and 49 were the most active spenders overall.
YOUNGER CUSTOMERS LEAD ON-THE-DAY GROWTH
On Valentine’s Day itself, credit card purchases increased by 11.4% compared to the previous year. The strongest growth came from customers aged 20 to 29, whose spending rose by an impressive 32% year-on-year.
Category performance on the day showed clear momentum:
Accommodation spend increased by 14%
Chocolates rose by 18.3%
Flowers surged by 28.4%
Gifts climbed by 31.1%
Restaurant spending grew by 25.8%
These figures reflect a shift in how South Africans celebrate, placing greater emphasis on shared experiences, dining out and meaningful gestures.
WEEKEND TIMING EXPECTED TO BOOST 2026 MOMENTUM
FNB Head of Retail Spend, Akshay Bhayroo, says the weekend placement of Valentine’s Day in 2026 is likely to amplify these trends.
“Valentine’s Day is increasingly about how people choose to spend time together rather than just what they buy. When the day falls over a weekend, customers have more flexibility to plan trips, book experiences and spend across multiple categories,” he explains.
Based on last year’s performance and the added benefit of a full weekend in 2026, FNB expects further growth across key spending categories as consumers plan getaways, activities and special celebrations.
PRIORITISING SAFE SPENDING
As spending activity increases, FNB is reminding customers to remain vigilant and protect their personal banking information. The bank encourages the use of secure digital payment solutions such as the Virtual Card.
One of the key security features of the FNB Virtual Card is its dynamic Card Verification Value (CVV), which changes every hour. This added layer of protection helps reduce the risk of fraud, particularly when shopping online.
With strong historical growth and favourable timing in 2026, Valentine’s Day is shaping up to be more than just a one-day event, it is becoming a full weekend celebration, driven by experiences, connection and smart spending.
