Looking at the data behind Valentine’s Day purchases

New research from The Harris Poll, commissioned by DoorDash, reveals that nearly two in five Canadians say that Valentine’s Day should be about recognizing anyone who shows up for them – not just romantic partners. The findings also point to growing fatigue with traditional Valentine’s expectations, as half of Canadians agree the day now feels more performative and pressured than meaningful.

This research sets the stage for a broader, more inclusive way of celebrating. First-party delivery data from Valentine’s Day 2025 on DoorDash confirms that this shift is showing up in real behaviour, as Canadians increasingly use the holiday to recognize friends, family, coworkers, and themselves.

Reimagining flower delivery
While flowers have long been associated with romantic love, Canadians are increasingly using them as a broader expression of appreciation. Nearly 30% of Canadians now view sending flowers as a way to say thank you or show appreciation, according to Harris Poll research.

That shift is reflected in who Canadians are recognizing on Valentine’s Day. Over the past two years, 35% say they’ve acknowledged family members, followed by 24% who recognized friends and 19% who celebrated themselves.

© DoorDash Canada

Delivery data from DoorDash mirrors this broader definition of Valentine’s Day. On Valentine’s Day 2025, 65% of DoorDash flower bouquet orders in Canada were delivered to a non-default address, indicating that most bouquets were sent to others directly.

Branching out bouquet choices
Bouquet trends across major Canadian cities show how Valentine’s Day is balancing tradition with more personal expression.

During Valentine’s Week (February 10 – 14, 2025), classic assorted bouquets and rose bouquets remained the most commonly ordered options on DoorDash nationwide. At the same time, Canadians gravitated toward blooms that feel more expressive and personal, with regional preferences reflecting local tastes for their third choice.

Last minute love on demand
While half of Canadians say Valentine’s Day can feel pressured or performative, many are turning to the convenience of delivery to make thoughtful gestures without the stress.

That behaviour aligns with Harris Poll findings showing that Canadians aged 25 to 44 – those most likely balancing work, family, and social commitments – are also the most likely to feel pressure around Valentine’s Day, making convenience-driven gifting a natural response. On the flip side, younger adults are embracing spontaneity, with 41% of Canadians aged 18–24 planning to recognize friends during Valentine’s Day.

On Valentine’s Day 2025, the peak time for placing DoorDash flower orders across Canada was right around 10:50am, underscoring just how last-minute the day has become. The peak ordering time varied by city (measured in five minute intervals), with Winnipeg and Toronto peaking earlier in the day, and Vancouver and Montreal seeing peak ordering later in the afternoon.

Planning ahead remained the exception, not the norm. Only 11% of Canadians scheduled their flower orders in advance, while 89% placed their orders on Valentine’s Day itself, highlighting how delivery has become a go-to solution for meaningful, same-day gestures.

From everyday bouquets to grand gestures
While most Canadians kept Valentine’s Day simple, DoorDash data shows how some consumers chose to go all out by pairing flowers with treats and everyday essentials.

The average cost of a flower bouquet delivery on DoorDash in Canada last Valentine’s Day – including taxes, fees, and tips – was less than $70, making flowers a widely used way to show appreciation. At the same time, a handful of consumers opted for larger, more elaborate gestures – the largest in each city to be precise.

Valentine’s Day gestures are becoming more flexible, ranging from simple, thoughtful bouquets to more personalized, multi-item celebrations.

Source: DoorDash Canada