- In 2025, 3.8 million Australians bought a Valentine's Day gift, with spending topping $500 million for the first time, showing just how lovestruck Aussies really are.
- Food and experiences ranked among the most popular Valentine's Day, reinforcing the shift towards shared moments over traditional gifting.[1]
- Weekend treat culture is now about staying in, rather than going out, with take-away and home delivery growing in popularity Friday–Sunday.
- Easy, ready to eat supermarket meals are surging, and convenience is a key driver of purchase. [2]
This Valentine's Day, National Pies is encouraging Australians to rethink the roses and share something more satisfying instead: warm, hearty pies.
Valentine's Day continued to be a key moment for connection last year, with 3.8 million Australians buying a gift for a loved one, according to Roy Morgan. While flowers remained a classic choice, food, chocolate and shared experiences were among the most popular Valentine's Day gifts, highlighting a growing preference for celebrating through comfort, connection and time together.
Tapping into this, National Pies is inviting Aussies to swap traditional flowers for a comforting, crowd-pleasing alternative for its 'Give Pies, Not Petals' Valentine's Day night-in experience. National Pies will be offering five curated at-home packs, featuring delicious pies and Valentine's goodies. Tickets will drop on the Tasmanian Bakeries website on Monday 9 February, and will be available for free, on a first-in, first-served basis.
Tasmanian Bakeries CEO Geraldine Tebbutt said the night in experiences reflect changing attitudes to Valentine's Day, where romance doesn't have to mean crowded restaurants or complicated menus.
"In recent years, Australians have spent hundreds of millions on Valentine's gifts, but food and shared experiences are now rivalling flowers and chocolates," Geraldine said.
"Outside of these key holiday moments, weekend treat culture has also shifted. Staying in has replaced going out, with takeaway and home delivery now peaking from Friday to Sunday.
"People are looking for affordable alternatives to restaurants that still feel special and require less effort than cooking from scratch. Convenience options such as chilled National Pies and pastries that can be heated at home are becoming increasingly popular, showing that quality time and good food really are the way to the heart.
"And the best part? Because National Pies are chilled, not frozen, you can have them ready in no time — heated in under 15 minutes or crisped in the air fryer in just 12. It's the perfect excuse to cancel Valentine's plans and enjoy a crispy pie instead. The good kind of flaky."
Alongside delicious National Pies, the 'Give Pies, Not Petals' experience includes wine glasses, porcelain dinner plates, a tablecloth, matching plush bathrobes, a romantic scented candle and a Côte Noire perfumed rose, all delivered to the door. Tickets will drop on Monday 9th of February at 12:30pm AEDT, on the Tasmanian Bakeries website: https://tasmanianbakeries.com.au/valentines-day-night-in/.
With just five tickets available for the ultimate, free Valentine's night in, they're expected to be snapped up in seconds.
National Pies products are available nationally at Woolworths, selected Coles stores and independent retailers including IGA and FoodWorks. They're delivered fresh and found in the fridge aisle. National Pies are also served hot at select Bunnings Café & Cart locations.
