Ferrero Finds Self-Gifting Takes Over Valentine's Day: More Than 1 in 3 North Americans Buy Chocolate for Themselves, Second Only to Their Partners

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 /PRNewswire/ -- Move over, romantic dinners and dozen roses—Valentine's Day is going through a self-gifting revolution. A new Ferrero Self-entine's Day Survey reveals that more than one in three North Americans (36%) plan to gift chocolate to themselves this Valentine's Day—second only to the 56% who gift to romantic partners.

The survey of 1,000 North Americans shows the holiday is undergoing a fundamental shift: when forced to choose, one third (36%) said they'd rather be their own Valentine than be someone else's. In fact, 61% turn to chocolate as their go-to Valentine's treat regardless of relationship status.

The survey also uncovered North Americans' complex relationship with Valentine's Day—from chocolate decisively crushing flowers to confessions about rage-eating and self-gifting. Other key findings include:

Self-entine's Day Self-Gifting Movement

• 73% prefer to buy themselves what they want rather than wait for someone else to get it
• 64% believe Valentine's Day should be celebrated with friends, not just romantic partners
• 30% have already participated in a Galentine's Day celebration
• 24% plan to gift chocolate to friends this year, spending an average of $12.60

Chocolate Crushes the Competition

• 66% choose chocolate over flowers (flowers trail at just 34%)
• 60% say chocolate is simply the best Valentine's Day gift
• 82% agree chocolate can be the centerpiece of a great Valentine's Day
• 56% choose a box of premium chocolate over a love letter or card

Valentine's Confessions

• 63% admit they think Valentine's Day is overrated—but they still love the chocolate
• 25% have rage-eaten chocolate after a bad Valentine's Day
• 21% have given themselves a Valentine's Day gift and pretended it was from someone else
• 60% have bought Valentine's candy on February 15th for the discount
• Despite calling it "overrated," North Americans plan to spend an average of $143.60 on Valentine's Day this year

Gifting By Relationship Stage

• 88% say gifts with a personal touch are better than expensive ones
• Chocolate ranked most appropriate for early relationships, peaking at 64% for new relationships, while dinner and experiences gain importance as relationships mature

"Self-entine's Day is here, and it's changing how we think about Valentine's Day," said Chad Stubbs, Chief Marketing Officer, Ferrero North America. "It's no longer just for couples—it's for anyone who wants to celebrate, whether that means treating yourself, surprising a friend, or spoiling your partner. Chocolate is the one gift that transcends relationship status and embraces self-gifting without apology."

Ferrero's Valentine's Day collection is available nationwide now, including 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 more.

Survey Methodology:
Findings are from a study conducted on behalf of Ferrero, by Golin in partnership with Dynata (independent research firm formerly Research Now/SSI), among 1,000 respondents based in the United States and Canada from January 13-27, 2026. The margin of error (at the 95% confidence level) is +/- 3%.

About Ferrero  
Ferrero began in the small town of Alba in Piedmont, Italy, in 1946. Today, it is one of the world's largest sweet-packaged food companies, with over 35 iconic brands sold in more than 170 countries. The Ferrero Group brings joy to people around the world with much-loved treats and snacks including Nutella®, Kinder®, Tic Tac®, and Ferrero Rocher®. More than 47,000 employees are passionate about helping people celebrate life's special moments. The Ferrero Group's family culture, now in its third generation, is based on dedication to quality and excellence, heritage and commitment to the planet and communities in which we operate.

Ferrero entered the North American market in 1969 and has grown to more than 5,400 employees in 15 plants and warehouses, and eight offices in North America across the United States, Canada, and the Caribbean. It has expanded its presence and portfolio with the addition of iconic brands such as Butterfinger®, CRUNCH®, Keebler®, Famous Amos®, Mother's Cookies®, and other distinctive cookie and chocolate brands. Follow @FerreroNACorp on X and Instagram. www.ferreronorthamerica.com.

CONTACT: Christina Panta, [email protected]

SOURCE Ferrero North America