Visa and Valentine's Day: Insights into Consumer Spending Trends for 2025

Visa (NYSE: V), a global leader in digital payments, has unveiled fresh insights into Filipino consumer behavior during February 2024.

According to Visa Consulting & Analytics, more active cards were used this year, reflecting a shift in how Filipinos are celebrating Valentine’s Day.

The data reveals a rise in overall transactions for February 2024 compared to the previous year, driven by an increase in active card usage. However, despite the uptick in transactions, the average spending per transaction slightly declined, suggesting that consumers are becoming more cautious amid inflation and rising commodity prices.

Valentine's Day 2024: Transaction Peaks Shift to Weekends

Unlike 2023, where peak spending occurred on Valentine’s Day itself, the peak in 2024 shifted to the weekends before and after the holiday, signaling changing consumer preferences. The report also highlights notable shifts in spending categories. While food-related purchases decreased, travel spending saw a slight increase, and local transport services experienced a significant uptick. Interestingly, consumers spent more on gifts such as books, shoes, sporting goods, and jewelry, while spending on flowers decreased slightly, indicating a preference for more lasting gifts. Health and beauty spa expenditures remained steady.

Budget-Conscious Filipinos: Spending Smarter for Valentine's Day 2024

Visa's Green Shoots Radar Survey reveals that many Filipinos are adopting a more budget-conscious approach this year. Rather than splurging on luxury items, consumers are prioritizing experiences that create lasting memories. Across the Asia-Pacific region, more consumers are cutting back on non-essential spending in favor of memorable moments with loved ones.

A Shift Toward Sentimentality: The Rise of Personalized and Meaningful Gifts

With less focus on extravagant purchases, personalized and heartfelt gifts are gaining popularity. Custom gifts, handmade creations, and intimate dinners are becoming the preferred choices this Valentine's season, reflecting deeper emotional connections. According to the survey, arts and crafts purchases have increased, with more Filipinos shopping in this category than last year. Whether it’s a hand-painted card or a DIY gift, these creative offerings showcase the effort put into expressing love authentically.

Maximizing Budgets with Rewards and Discounts

How are Filipinos managing to celebrate while staying within budget? By taking advantage of rewards and discounts. Visa’s survey indicates that many consumers are using credit card promotions, such as cashback, loyalty points, and exclusive discounts, to make their Valentine’s experience memorable without financial strain.

Jeffrey Navarro, Country Manager of Visa Philippines, shared, "With Visa, couples can unlock added value with every purchase—whether it’s thoughtful gifts or special meals—making it easier to celebrate love while staying within budget. It’s all about offering more ways to make the most of your budget and focus on creating memorable moments with those you love."

This 2024 Valentine’s Day, Visa data underscores a clear trend: Filipino consumers are embracing smarter, more meaningful spending—prioritizing quality over quantity in their celebrations of love.