National Pies is encouraging Australians this Valentine’s Day to rethink the roses and share something “more satisfying instead: warm, hearty pies”.

Valentine’s Day continued to be a key moment for connection last year, with 3.8 million Australians buying a gift for a loved one, according to Roy Morgan. While flowers remained a classic choice, food, chocolate and shared experiences were among the most popular Valentine’s Day gifts.

Tapping into this, National Pies is inviting Australians to swap traditional flowers for a “comforting, crowd-pleasing alternative” with its ‘Give Pies, Not Petals’ Valentine’s Day night-in experience. National Pies is offering five curated at-home packs, featuring pies and Valentine’s goodies. Tickets dropped on the Tasmanian Bakeries website yesterday (9 February), and were available for free, on a first-in, first-served basis.

Tasmanian Bakeries CEO Geraldine Tebbutt says the night in experiences reflect changing attitudes to Valentine’s Day, where romance doesn’t have to mean crowded restaurants or complicated menus.

“In recent years, Australians have spent hundreds of millions on Valentine’s gifts, but food and shared experiences are now rivalling flowers and chocolates,” she says.

“Outside of these key holiday moments, weekend treat culture has also shifted. Staying in has replaced going out, with takeaway and home delivery now peaking from Friday to Sunday.

“People are looking for affordable alternatives to restaurants that still feel special and require less effort than cooking from scratch. Convenience options such as chilled National Pies and pastries that can be heated at home are becoming increasingly popular, showing that quality time and good food really are the way to the heart.

“And the best part? Because National Pies are chilled, not frozen. You can have them ready in no time – heated in under 15 minutes or crisped in the air fryer in just 12. It’s the perfect excuse to cancel Valentine’s plans and enjoy a crispy pie instead. The good kind of flaky.”

Alongside pies from National Pies, the ‘Give Pies, Not Petals’ experience includes wine glasses, porcelain dinner plates, a tablecloth, matching plush bathrobes, a scented candle and a Côte Noire perfumed rose, all delivered to the door.