The US’s National Retail Federation expects Americans to spend a record amount of 29 billion USD on Valentine's Day gifts this year. The surge is largely driven by sharp price increases in Valentine’s Day staples, especially flowers, an indispensable gift for the occasion.

About 90% of Valentine's Day flowers sold in the US move from Ecuador and Colombia to Miami International Airport. Tariffs ranging from 10% to 25% on flowers from these key suppliers have pushed up import costs and, in turn, retail prices. Beyond flowers, other Valentine’s Day favorites in the US have also seen notable price hikes, with chocolate prices rising by 12% and jewelry by 8%.

In Japan, soaring cocoa prices and higher transportation costs are also reshaping the Valentine’s gift market. Imitation chocolate products made without cocoa or with reduced cocoa content to lower costs, are emerging as a new consumer trend.

Fuji Oil has introduced Anoza M, with ingredients made from peas, carob, and chocolate-grade fats and oils, to produce imitation chocolates that are about 20% cheaper than chocolate made from cocoa. Ajikan (Hiroshima) successfully commercialized a product line made from burdock root.