Valentine's Day and Carnival Bring Hesse's Retailers a €100 Million Boost—Despite Spending Cuts

Love and costumes fuel a €100M sales surge—but tighter budgets reshape how Hesse celebrates. From chocolates to Carnival face paint, retailers adapt fast.

, and Administrator

2026 February 13 . 11:14 AM

1 min read

The image shows the inside of a shopping mall decorated for Valentine's Day with pink and white... — The image shows the inside of a shopping mall decorated for Valentine's Day with pink and white balloons. There are escalators, railings, boards with text, lights, and other objects. At the top of the image, there is a glass roof, adding to the festive atmosphere.

Retail expects 100 million euros in sales through holidays - Valentine's Day and Carnival Bring Hesse's Retailers a €100 Million Boost—Despite Spending Cuts

Valentine's Day and Carnival cruises are set to bring Hesse's retailers around €100 million in sales this year. The figures come from the Hesse Retail Association, which represents 7,200 businesses with roughly 200,000 employees. However, spending is expected to fall by eight percent compared to 2023 as shoppers remain cautious with their money.

The celebrations are no longer just for couples. More people now mark Valentine's Day with friends and family, broadening the range of gifts and purchases.

Flowers, chocolates, jewellery, cosmetics, and decorative items remain the most popular Valentine's Day buys. Meanwhile, Carnival boosts sales of costumes, craft supplies, face paint, and sweets across the region.

The Hesse Retail Association has noted a shift in how people celebrate. While romantic gestures still dominate, gifts exchanged between friends and relatives are becoming more common. This change reflects wider trends in consumer behaviour, though exact spending comparisons over the past five years are not available.

Despite the expected drop in revenue, retailers remain optimistic about the seasonal boost. The association highlights that both occasions provide a crucial lift during the early months of the year, even as households tighten their budgets.

Hesse's shops will rely on Valentine's Day and Carnival cruises to generate much-needed sales. The projected €100 million turnover will help offset broader economic caution. Retailers continue to adapt, catering to both traditional and newer ways of celebrating.