By: Lonwabo Mtyeku | Photo Credit: FNB
Seen Here: Akshay Bhayroo – FNB Credit Card Data Science Head
Johannesburg – First National Bank (FNB) expects a notable uplift in customer spending around Valentine’s Day in 2026, driven by the fact that the holiday falls on a Saturday, offering consumers a full weekend to celebrate. The timing is anticipated to boost expenditure across dining, travel, accommodation, gifting and other experience-focused categories, with both in-store and digital channels set to benefit.
According to FNB Head of Retail Spend Akshay Bhayroo, historical spending patterns show that South Africans continue to prioritise Valentine’s Day, even in a constrained economic environment. “Last year we saw 7.6% more customers transacting on Valentine’s Day. In-store spend reached R209 million, a 16% year-on-year increase, while online spend totalled R84 million, up 1.5%. Notably, the strongest growth occurred in the days leading up to Valentine’s Day, pointing to a rise in last-minute purchasing behaviour,” he says.
Data from the 2025 Valentine’s week underscores the scale of consumer activity. Overall credit card spending during the period reached R1.76 billion, with online spend rising 6% year-on-year. Men accounted for 57% of spending customers, while women made up 43%. Activity was concentrated in major metropolitan hubs such as Sandton, Pretoria and Cape Town, reflecting sustained demand for premium and experience-driven offerings. Customers aged between 30 and 49 emerged as the most active spenders.
On Valentine’s Day itself, spending momentum accelerated further. Overall credit card purchases increased by 11.4% compared with the previous year, with the highest growth recorded among customers aged 20 to 29, whose spend surged by 32% year-on-year. Several categories posted double-digit growth, including accommodation (up 14%), chocolates (18.3%), flowers (28.4%), gifts (31.1%) and restaurant spend, which climbed by a robust 25.8%.
Bhayroo notes that the data reflects a broader shift in how consumers choose to celebrate the occasion. “Valentine’s Day is increasingly about shared experiences rather than just physical gifts. When the day falls over a weekend, customers have greater flexibility to plan trips, book experiences and spend across multiple categories. Based on last year’s trends and the favourable timing in 2026, we expect continued momentum as consumers plan getaways, activities and memorable moments together.”
As spending activity ramps up ahead of the Valentine’s weekend, FNB has urged customers to remain vigilant when transacting, particularly online. The bank encourages the use of secure digital payment tools such as its virtual card, which includes a dynamic Card Verification Value (CVV) that changes hourly to reduce the risk of fraud.
“With increased online activity comes increased risk,” Bhayroo cautions. “Using secure payment solutions and safeguarding personal banking information are essential to ensuring that customers can enjoy the Valentine’s weekend with peace of mind.”
With a full weekend to celebrate and a growing preference for experience-led spending, FNB believes Valentine’s Day 2026 is set to deliver one of the strongest festive-style spending spurts of the year.
