Let’s be real — Valentine’s Day isn’t just about roses and candle-lit dinners anymore. It’s evolved into a celebration of all kinds of love: self-love, friendship and, of course, romance. If you’re a brand looking to make a splash this Valentine’s season, you’ve got to meet shoppers where they are — with offerings that actually match what they’re looking for.
Here’s how to think about it:
Treating Themselves
This is the era of self-love, and singles are owning it big time. More than 30% of single consumers will get a gift for themselves this year. And they are not waiting for someone to get them: spa days, skincare splurges, luxurious tech and every experience that makes them feel good earns a tick.
How to win:
- Package self-care products in “treat yourself“ bundles: candles, skincare, cozy robes–you name it.
- Empowering messaging, such as, “You deserve this“ or “Valentine‘s Day is for YOU.”
- Run ads showing people celebrating solo–not just couples–it‘s a vibe.
Galentine’s Day crew
What started as just a bit of a weird TV moment has turned into an actual thing: Galentine’s Day. Women all over the world are getting together with their best friends for brunches and wine nights and shared experiences. Of course, it‘s about connection and having fun, but also, well, ‘gram-worthy.
How to win:
- Promote group-friendly products and experiences, like wine-tasting kits or DIY spa nights.
- Create limited-edition “bestie“ bundles, like matching jewelry or personalized gifts.
- Run a #GalentinesGoals campaign where customers share their celebrations and tag your brand.
Couples wanting to go beyond the basics
Sure, flowers and chocolates are still a thing, but couples are leveling up. They’re looking for gifts that feel personal or experiential — weekend getaways, custom keepsakes or date-night kits.
How to win:
- Build campaigns that tell a story about love — real, messy, human love.
- Push personalized products, such as engraved jewelry, photo books or custom artwork.
- Promote “experience gifts” like virtual cooking classes or curated date-night boxes.
- Want to stand out? Get personal. And no, I don’t just mean slapping someone‘s name on a coffee mug. I’m talking about matching your offers and messaging to your audience‘s vibe.
Singles get luxury, indulge in self-love
Galentine shoppers see visuals that present shared experiences, fun as a group of gifts. Emotional storytelling should be key in ads to couples, touting the theme of gifts saying, “I know you better than anybody else.” If the data‘s available, use it: Segment your audience into behaviors, interests, and past purchases. The deeper the segment, the deeper the connection.
Valentine‘s Day isn‘t about the product; it‘s about the moment that matters. Whether someone is self-gifting, having a friends-over-Valentine’s-Day kind of celebration or just giving their partner the surprise of the year, your brand has the opportunity to be part of that story.
So lean in and celebrate love in all its forms. Make this your best Valentine‘s Day campaign yet.
Source: smartbrief.com
