Unwrapping the romance

After four decades in the chocolate business, Bruce and Joanne Nethercote have witnessed just about every romantic gesture imaginable as Valentine’s Day approaches.

"We’ve been preparing since November, and will have extra staff working in production, packing and our shopfront in the lead up to Valentine’s Day and on the day itself."

Some customers keep it simple. Others go all out.

“One year, a man came in and asked if we could hide an engagement ring inside a chocolate heart,” recalls Bruce, owner of luxury chocolatier Chocilo Melbourne.

The pressure was on!

“He put a hairnet on and came out the back to our chocolate making area. I think he wanted to make sure we didn’t drop the ring into the wrong place!”, chuckles Bruce.

“The staff get a laugh out of it,” he continues, “and it’s especially nice when the couple came back into the shop and give you great feedback.”

For Bruce and his wife Joanne, Valentines Day is one of the busiest days on their business calendar.

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“We’ve been preparing since November, and will have extra staff working in production, packing and our shopfront in the lead up to Valentine’s Day and on the day itself. 

“We expect to sell 600+kg of our specific Valentine’s Day stock, on top of our normal range of chocolates,” Bruce explains.

New data reveals ANZ customers spent more than $343 million on February 14 alone in 2025, a significant rise from $308 million in 2024.* 

Roses remained a popular option in the gift giving department, with florists experiencing the largest Valentine’s Day boost – a whopping 585 per cent increase in customer spending.  

Jewellery and chocolate were also popular options with jewellery and confectionery stores recording a 36 per cent and 14 per cent increase respectively. 

Bruce says chocolate remains an accessible gift for all ages.

“You can buy a 50-cent red heart, right up to a $150 gift hamper.”

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ANZ Acting Managing Director Retail Products, Kate Britton, said: “Food is certainly the way to many people’s heart with restaurants recording significant increases in spending over the past three Valentine’s Days. We expect to see this again this year, especially with February 14 falling on a Saturday – an encouraging sign for local businesses throughout the country.” 

Romantic love aside, businesses are also seeing a rise in consumers celebrating ‘Galentine’s Day’ on February 13^th. What started as a fictional holiday on the TV comedy Parks and Recreation has become a popular day to celebrate female friendships, platonic love and empowerment.

“It’s happening a lot more this year, and it’s great. You don’t have to have to be in a romantic partnership to make someone feel special,” Bruce says.

As for what Bruce will buy his wife Joanne…

“It certainly won’t be chocolate, that will get thrown at me!” he laughs.

*Figure based on ANZ customer credit and debit card spend on February 14 across all merchant categories. 

Alicia Muling is Senior Journalist at ANZ.