From flowers to travel and jewelry, how expensive is love in Albania?

Spending on gifts, organizing dinners or travel, and powerful marketing have turned this day into a huge opportunity for businesses, while consumers often feel forced to spend more than they want to celebrate this special day...

Valentine's Day, celebrated worldwide, has taken on an increasingly commercial dimension in Albania. Prices for gifts, restaurants and party planning have increased significantly, reflecting a new consumer culture that links love with spending.

Roses are no longer enough; consumers are demanding personalized experiences and expensive gifts. This has created a huge opportunity for marketers, but it has also impacted how the holiday is perceived.

Valentine's Day spending is on the rise, with a heavy focus on categories like perfume, jewelry, and romantic getaways, turning the day into a massive commercial holiday.

While this holiday is a great opportunity for businesses, it also highlights consumer culture, which can have social and economic impacts.

One of the elements that not only personifies the holiday but also constitutes the largest group expense is flowers. It is almost an annual occurrence for flowers to increase in price weeks or days before Valentine's Day. Last year, the price of flowers sold in some flower shops increased by almost 50 percent on the eve of Valentine's Day.

According to communications on the ground, preparations have begun since Monday for flower arrangements and shop set-up. The average price is 3,000 lek/bouquet. The most expensive gift in recent years is reportedly a bunch of red roses priced at 1,000 euros.

Meanwhile, another sector that has received attention on this day, that of perfumes, results in higher sales than clothing. The perfumery at the COIN center claims that last week there was an increase in demand for mainly women's perfumes, but also gifts for men, an increase which they highlight as higher than last year.

While contacted by Monitor, sales representatives of the jewelry store "GrandJewelry" in Tirana indicate that many promotions and price discounts were made on the occasion of the holiday of love and this year purchases have been somewhat better than previous years, however, according to them, expensive gifts have started to be less attractive and are more directed towards personalized products.

Another category remains dinners. Prices for a special dinner for two people can range from 40 to 100 euros, depending on the typology of the restaurant and the offering of a special menu. For restaurants with a well-known reputation, the price can reach up to 150 euros per couple. In cities such as Tirana, Durrës and Vlorë, where tourism and festivities are more present, the offer of restaurants and hotels offering special packages is higher.

Another factor is the increased use of travel and vacation services for couples who want to celebrate this special day abroad or in popular domestic destinations. The cost of a weekend trip for two people in Albania can range from 150 to 500 euros, depending on the destination and service provider.

To celebrate Valentine's Day, Albanian travel agencies have offered various packages for romantic destinations in Europe. One of the offers where the most requests have been concentrated includes a 3-day trip to Venice and Milan, departing on February 15, 2025 and returning on February 17, 2025, at a price of 129 euros per person.

Another offer includes a 5-day trip that includes Verona, Milan and Venice, departing on February 13, 2025 and returning on February 17, 2025, at a price of 233 euros per person. Also, a 2-day trip to Venice and Verona, departing on February 14, 2025, is offered at a price of 179 euros per person, which includes flight and accommodation.

Marketing plays an important role in increasing spending and promoting the holiday. Marketing campaigns in Albania, which include television commercials, social media posts, and special offers in stores, have a direct impact on increasing demand for Valentine's Day-related products and services.

Many Albanian and international brands have invested in expensive advertising during the Valentine's period, using well-known influencers and personalized campaigns to attract consumers. This has turned a once simple holiday into a massive event, turning the Albanian market into a huge opportunity for businesses.

For several years, other beauty and spa centers have been offering packages for couples, or even personalized packages for men. Demand for such packages has been increasing for years, dispelling the myth of ordinary gifts for men. Packages start at 5,000 lek per person or 8,000 lek per couple. The managers of these centers claim that this is not the only gift they give to each other.

Valentine's Day gifts continue to be exchanged this year, such as a nose or lip procedure. In some clinics in the capital, there have been promotional packages such as 150 euros/lip filler that have attracted attention for being considered a gift of love. Or offers for laser services, which are apparently appreciated aesthetically in couples. As well as requests for hair transplants for men.

Choices change when couples are married or have been living together for years. According to research, one interesting offer was highly selected for this Valentine's Day: professional home cleaning services.

Apparently, women would appreciate this more than a bouquet of roses. Some agencies in the market suggest that they are giving away vouchers worth 5,000 lek for professional house cleaning./monitor