From Roses To Burgers: Wolt Data Reveals How Malta Is Redefining Love This Valentine’s Day
As Valentine’s Day approaches, new data from Wolt shows that love in 2026 is expressed less through grand public gestures and more through thoughtful, everyday acts of care delivered quickly, reliably and straight to someone’s door.
Across more than 30 Wolt markets, customers are increasingly choosing to celebrate privately at home, sending small but meaningful surprises to partners, friends, family members and even pets. Convenience has become part of the gesture itself, transforming good intentions into tangible moments of connection.
Launched in February 2025, Wolt Gifting has turned everyday deliveries into thoughtful surprises. Customers can add a personal digital card to their order, while recipients can follow the delivery and read the note without needing a Wolt account, making the experience seamless for both sender and receiver.
In 2025 alone, Wolt recorded:
-707,000 gifting orders across markets
-€22.5 million in total gifting value
-Top gifting categories: flowers, sweets, bakery items, burgers and pizza
The data reveals a clear shift: modern love is expressed through small, frequent and practical gestures, not just milestone occasions.
The Universal Gift Basket
Across markets, gifting habits are remarkably similar:
-Flowers and plants account for approximately 25% of all gifts
-Sweets and desserts follow closely
- Comfort food (especially burgers and pizza) ranks third
Desserts are gifted far more frequently than they appear in regular orders, with ice cream emerging as a standout favourite. Meanwhile, burgers and pizza have become emotional gestures in their own right; a simple way of saying, “I know what you love.”
Beyond romance, many gifts take the form of practical care packages such as ready meals, fruit, vegetables, dairy and everyday staples. These gestures signal reassurance and presence—a modern expression of “I’ve got you.”
Digital gifting has also evolved beyond traditional flowers and chocolate. In 2025, customers sent premium items including multiple iPhones and luxury jewellery, with one standout order reaching €6,500, which highlights just how seamlessly major gestures now move through digital platforms.
Love, Delivered to Pets
Wolt’s data reveals that affection increasingly extends to pet family members.
Globally:
-61% of pet orders are for cats, and 39% for dogs, while dog owners spend roughly one-third more per order
-Treats outsell toys by 11 to 1, confirming food as the primary pet love language
-Almost one in five pet orders peaks between 17:00 and 18:00, which seems to coincide with the after-work reunion moment
-Greece leads globally in number of pet orders, while Israel leads in average spend
Behind these figures are standout moments, including a single pet order worth €1,182 and another containing 89 items in one purchase.
How Malta Expresses Love
In Malta, love is expressed through warmth, comfort and shared indulgence—gestures that turn everyday moments into something memorable.
In 2025, Wolt recorded 7,500 gifting orders locally, with a total value of €223,000 and an average basket of €30, reflecting a strong inclination towards thoughtful gifts.
Malta’s top gifting categories reveal how affection is expressed locally:
-Flowers, particularly roses and mixed bouquets
-Chocolate and cakes, reinforcing desserts as a modern love language
-Burgers, turning comfort food into a caring gesture
-Bakery items and biscuits, often intended for sharing
-Candles and margaritas, blending comfort with celebration
Pet love is also significant in Malta, with total pet spend reaching €2.5 million across 96,000 purchases in 2025.
The data suggests that in Malta, love does not arrive only with roses and chocolates. It often comes in the form of something warm after a long day, a favourite meal sent unexpectedly, or a treat chosen with care; something practical, personal and thoughtful.
As more people choose to celebrate Valentine’s Day at home, Wolt continues to connect customers to food, flowers, gifts, beauty and pet products, helping transform everyday gestures into shared moments, even from a distance.
About WoltWolt is a technology company that makes it easy to discover and get the best of your city delivered. Founded in Helsinki, Wolt operates in more than 30 countries, connecting customers with restaurants, retailers and local businesses through a seamless and reliable delivery experience. In Malta, Wolt partners with hundreds of venues and retailers, supporting local growth while bringing convenience to customers nationwide.
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