UK shoppers are turning to supermarket dine-in deals for Valentine’s Day as the sector experiences a surge in demand for more affordable indulgence, reveals new Google Search data.

Google UK Retail & CPG MD Sophie Neary said Search Trends reveal a strong shift towards what she described as “contained indulgence” in 2026.

“We’re seeing a massive 600% surge in searches for ‘Asda dine in for 2’, while M&S and Tesco are hitting Breakout status,  that’s a 5,000% jump, as shoppers trade the pricey restaurant table for a premium night on the sofa,” she said.

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The tech giant said searches for supermarket meal deals have become a staple of the Valentine’s calendar in recent years, as retailers battle it out on price, quality and added extras.

The data shows this year appears no different, with shoppers actively comparing options before committing, however it also suggests romance is taking a more unconventional turn in the gifting aisle.

According to Neary, searches for “Gothic” and “Horror” Valentine’s cards have skyrocketed by 4,050%, while plush toy brand Jellycat has achieved what she described as “world domination status” in seasonal gifting.

“We’re moving from generic romance to ‘I know you well’ gifting, where a plushy croissant or a funny card beats a dozen supermarket roses any day,” she said.

Search interest also points to consumers exploring alternatives to traditional date nights, including themed evenings and even fast-food-inspired celebrations.

“In a world of constant comparison, shoppers are using Search as their ultimate matchmaker to find the highly specific and the deeply personal,” Neary added.