Emalia from Paper Dolls shares what she’ll be doing on Valentine’s Day

Australian lovebirds are set to spend $20m less this Valentine’s Day compared to last year, as the cost-of-living crisis bites hard.

Australian lovebirds are set to spend $20m less this Valentine’s Day compared to last year, as the cost-of-living crisis bites hard.

Research from the Australian Retailers Association and Roy Morgan has found Aussies are expected to spend $465m on their lovers today, 4.1 per cent less than in 2023.

Millennials and Gen Z, aged 18 to 34, are the generation who spend the most on ­Valentine’s Day, with plans to fork out $145m collectively. However, that is almost half of the $215m they spent last year.

Older Millennials (those bordering on Gen X) closely follow this group in the spending stakes, but the 35 to 49-year-olds are spending broadly the same as they did last year at $140m.

“With 700,000 less Australians planning to buy a gift for a loved one this Valentine’s Day, it’s clear just how much of an impact the rising cost of living is having on households,” Australian Retailers Association (ARA) chief executive Paul Zahra said.

Emalia, star of Binge series Paper Dolls, in Centennial Park, will spend time with herself on Valentine’s Day. Picture: Justin Lloyd

“The 18 to 34-year-old demographic will spend significantly less on Valentine’s Day this year, driving much of the decline. They’re typically the age group most ­affected by ­interest rates and the cost-of-living pressures.”

The survey found the most popular Valentine’s Day gifts were flowers (mentioned by 48 per cent of respondents), chocolates (33 per cent) and dinner or a trip away (11 per cent). Intimate gifts were also popular, with 5 per cent of gift purchasers selecting lingerie, and 4 per cent saying they would buy adult toys.

“With the financial pressure that Australians are under, flowers remain the go-to gift,” Mr Zahra said. “They’re a sentimental token of love and affection that can be tailored to any budget.”

Dating expert and podcast host Nicole Colantoni.

Sydney relationship coach Nicole Colantoni stressed that thoughtful gifts were always the best option.

“Valentine’s Day is completely unique to the person or to the couple,” Ms Colantoni said. “These statistics tell us that cost is the biggest factor ­playing into people’s plans this year, but it doesn’t have to be. There are lots of ways you can show affection that are low-cost – or better yet, free.

“Write a beautiful card. It’ll last forever … Or do an act of service like running a bath, cooking a dinner, or doing that one chore your partner has had on their list forever.

“Spend quality time.

“Couples do feel a lot of pressure to participate … Some don’t want to celebrate, others really enjoy using it to show love for a partner or crush.

“Both are fine and don’t have to require spending a cent.”

Emalia’s big on self-love

Paper Dolls actor Emalia is big on self-love, and not the kind that’s marketed by Instagram influencers.

The breakout star of the new Australian drama series, who’s “happily single”, had actually forgotten about Valentine’s Day, adding that the hyper-romanticisation of love can sometimes make people forget that no one person, even “the one’’, can fulfil all our needs.

“It sounds kind of bad but I forgot Valentine’s Day was a thing,” she said.

Emalia, star of Australian series Paper Dolls, in Centennial Park, Sydney. Picture: Justin Lloyd/The Daily Telegraph.

“We need our mates just as much. I try to take care of myself as much as I can because people come and go from your life, but you are constant,” the actor continued. “You can’t outsource self-love to another person … It’s easy to be like ‘I love myself’ – but do you really? Are you okay to sit by yourself and do nothing by yourself?

“And be with your thoughts? There’s definitely been times where I haven’t been. I’ve had to work really hard on being okay with that.”

Emalia is an actor and singer based in Sydney. Picture: Justin Lloyd/The Daily Telegraph.

The 26-year-old stars as Izzy in the gritty series that exposes the underbelly of the pop world. Also starring Miah Madden, Courtney Monsma, Naomi Sequeira and Courtney Clarke, the series tell the story of a fictional ‘90s reality TV girl band.

“We were so close as a cast and had so much fun shooting it, but it’s been fun seeing how people are reacting to and enjoying it,” Emalia said of the new show.

Emalia as Izzy in the Paramont+ series Paper Dolls.

The project blurred the lines of life and art for her, as an independent R&B and pop singer: “Right now, I’m very focused on my career, on myself, and on loving the people around me.” “It sounds cliche, but I’m a big family girl. I really love my family and friends and try to make sure I always make the time for them.”

And with all due respect to Saint Valentine, there’s a bigger love fest going on in Australia right now — for incoming pop star Taylor Swift.

“I threw a Taylor Swift party at mine,” Emalia, who is a huge Swiftie, said. “I had a bunch of friends come over and make friendship bracelets for the show. I baked her famous chai spice cookies as a snack for us all. Taylor heavily inspired me to be a songwriter, so she holds a special place in my heart, and her live show is insane.”