ASDA Has Just Launched 96p ‘Diamond’ Engagement Rings In Time For Valentine’s Day

If your bank balance is currently screaming 'romance, but make it affordable', ASDA might have just dropped you a Valentine’s 2026 lifeline...

The supermarket giant has officially launched 96p ‘diamond’ engagement rings – yes, you read that right – giving budget-conscious romantics the chance to propose for less than the price of a loose cucumber.

In a time where the UK economy still feels like it’s stuck in a situationship with stability, ASDA’s latest move feels equal parts hilarious, genius, and painfully relatable. With the cost of living continuing to loom large over everything from weekly food shops to rent payments, big romantic gestures can sometimes feel… financially irresponsible. Enter: the 96p engagement ring, designed to say 'I love you' without also saying 'I’ve just rinsed my overdraft'.

According to ASDA, the ring features a sparkling 'gemstone' that, if you catch it in the right light (and maybe squint a little), could almost pass for something from a jeweller’s window. It even comes in a red velvet presentation box, which somehow feels wildly luxurious considering the jewellery itself costs less than £1. The ring was even photographed arriving at ASDA’s Pudsey store in a blacked-out vehicle with security, because if you’re going to launch a 96p ring, you might as well give it celebrity treatment.

Jade Cooper, ASDA’s Valentines Buyer, summed it up perfectly: “Look, we know a 96p ring isn't going to end up in a museum, but who expects to find this kind of carat in a supermarket. We see it as a placeholder, a promise, or a very shiny way to say you don't need to put a price on love and it’s risk free. Afterall, it's the thought – and the 4p change - that counts, not the price you pay." In 2026, that message hits. Hard.

Budget romance is having a moment

While most people probably aren’t planning to get down on one knee with a supermarket ring (we hope), the launch taps into something bigger: the growing trend of budget-friendly romance. Gone are the days when love automatically meant expensive dinners, luxury gifts, and Insta-perfect proposals. More and more people are embracing thoughtful, funny, and meaningful gestures that don’t leave them financially fragile for the rest of the month.

Whether it’s cooking a homemade meal instead of booking a pricey restaurant, planning a low-cost day out, or choosing gifts that are personal rather than expensive, saving money doesn’t have to mean being less romantic. If anything, creativity tends to shine brighter when budgets are tighter.

Check out our 'Eight Great Ideas For Cheap (Or Free) First Dates' blog for some great date night inspo!

Would you actually propose with a 96p ring?

Let’s be real: this ring is more novelty than heirloom. But as a playful Valentine’s joke? A cheeky 'placeholder' before upgrading later? Or even as part of a fun proposal story you’ll laugh about in years to come? It kind of slaps. It also sparks a bigger conversation about how much pressure we put on spending when it comes to relationships.

Social media is already having a field day with it, and honestly, that’s half the point. The ring is funny, self-aware, and perfectly pitched for a generation that’s tired of being told romance has to be expensive to be valid.

Catch them while you can

If you’re tempted to grab one (even just for the plot), the rings are available in 570 ASDA stores across the UK, with around 22,000 in circulation until Valentine’s Day. In true limited-edition fashion, once they’re gone, they’re gone – so if you fancy owning the cheapest “engagement ring” in the country, you might want to move quickly.

At TOTUM, we’re all about finding ways to enjoy life, love, and little moments without rinsing your bank account. Whether this ring ends up being your funniest Valentine’s purchase ever or just a reminder that romance doesn’t have to cost a fortune, ASDA’s 96p ‘diamond’ proves one thing: sometimes, saving money is the real love story.

And don't forget! TOTUM+ members can earn back by using their TOTUM Cashback card every time you shop at ASDA - so, really it'll cost you even less than 96p...