New Survey Finds 76% Would Rather Be Single on Valentine’s Day Than in a Bad Relationship, While Chocolate Decisively Beats Flowers 66% to 34%

PARSIPPANY, N.J., Feb. 4, 2026 — Romantic dinners and bouquets of roses are taking a back seat as Valentine’s Day experiences a self-gifting transformation. According to a new Ferrero Self-entine’s Day Survey, 36% of North Americans intend to buy chocolate for themselves this Valentine’s Day, a figure surpassed only by the 56% who purchase it for a romantic partner.

The poll of 1,000 North Americans indicates a core change in the holiday’s meaning: when presented with the option, 36% would prefer to be their own Valentine. Regardless of whether they are in a relationship, 61% consider chocolate their preferred Valentine’s Day indulgence.

The research also revealed the nuanced feelings North Americans have toward the holiday, from chocolate’s clear victory over flowers to admissions about emotional eating and self-treating. Other key findings include:

Self-entine’s Day Self-Gifting Movement

• 73% would rather purchase what they desire themselves than hope someone else buys it for them
• 64% think Valentine’s Day festivities should include friends, not just couples
• 30% have taken part in a Galentine’s Day event
• 24% will give chocolate to friends this year, with average spending of $12.60

Chocolate Crushes the Competition

• 66% favor chocolate over flowers (which only garner 34%)
• 60% declare chocolate the ultimate Valentine’s Day present
• 82% concur that chocolate can serve as the focal point of a wonderful Valentine’s Day
• 56% would select a box of high-quality chocolate rather than a love letter or greeting card

Valentine’s Confessions

• 63% acknowledge they believe Valentine’s Day is overhyped—though they still enjoy the chocolate
• 25% have consumed chocolate in frustration following a disappointing Valentine’s Day
• 21% have bought themselves a Valentine’s gift and acted as if it came from another person
• 60% have purchased Valentine’s candy on February 15th to take advantage of lower prices
• Even while labeling it “overrated,” North Americans expect to spend an average of $143.60 on the holiday this year

Gifting By Relationship Stage

• 88% feel a personalized gift is superior to a costly one
• Chocolate was deemed most suitable for new relationships, reaching 64% approval for early-stage couples, whereas dinners and shared activities become more favored as relationships develop

“The era of Self-entine’s Day has arrived, reshaping our perceptions of Valentine’s Day,” stated Chad Stubbs, Chief Marketing Officer of Ferrero North America. “It’s not exclusive to couples anymore—it’s for everyone who wishes to celebrate, be that through self-care, delighting a friend, or pampering a partner. Chocolate is the universal gift that goes beyond relationship labels and wholeheartedly champions treating yourself.”

Ferrero’s Valentine’s Day assortment is currently available across the country, featuring items like Keebler® Ready Crust® Mini Graham Cracker Pie Crust, Mini Nutella® Jar 1.05oz, Mother’s® Puppy Love Cookies, CRUNCH® Heart Box, Butterfinger® Heart Box, Fannie May® 5oz Assorted Heart Box, Kinder® Chocolate Bears, Kinder Joy® Treat + Limited Edition Valentine’s Day Themed Toy, Kinder Bueno® Heart, Ferrero Rocher® Heart Gift Box, and others.

Survey Methodology:
These results come from a study commissioned by Ferrero and executed by Golin in collaboration with Dynata (an independent research firm previously known as Research Now/SSI). It surveyed 1,000 individuals in the United States and Canada between January 13 and 27, 2026. The margin of error is +/- 3% at a 95% confidence level.

About Ferrero  
The Ferrero story started in 1946 in Alba, a small town in Italy’s Piedmont region. Presently, it ranks among the globe’s biggest sweet-packaged food corporations, marketing over 35 renowned brands in more than 170 nations. The Ferrero Group spreads happiness worldwide with beloved products such as Nutella®, Kinder®, Tic Tac®, and Ferrero Rocher®. More than 47,000 dedicated employees aim to help people commemorate life’s important occasions. Now in its third generation, the Ferrero Group’s family-oriented ethos is built on a focus on quality and excellence, respect for tradition, and a pledge to support the environment and local communities.

Since entering the North American market in 1969, Ferrero has expanded to employ over 5,400 people across 15 manufacturing plants and warehouses, plus eight offices throughout the United States, Canada, and the Caribbean. Its footprint and brand portfolio have grown through the acquisition of iconic names like Butterfinger®, CRUNCH®, Keebler®, Famous Amos®, Mother’s Cookies®, and other notable cookie and chocolate brands. Follow @FerreroNACorp on X and Instagram.

CONTACT: Christina Panta,

 

SOURCE Ferrero North America