Valentine’s Day 2025: How Brands Can Win Over Every Kind of Shopper

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:  

 

The Singles Who Treat Themselves  

We’re in the era of self-love, and singles are owning it. Over 30% of single consumers plan to buy themselves a gift this year. They’re not waiting for someone else to do it—they’re indulging in spa days, skincare splurges, luxury tech, and experiences that make them feel good.  

How to Win:  

  • Package self-care products in “treat yourself” bundles—candles, skincare, cozy robes, you name it.  
  • Use empowering messaging like, “You deserve this” or “Valentine’s Day is for YOU.”  
  • Run ads that show people celebrating solo, not just couples—it’s a vibe.  

 

The Galentine’s Day Crew  

Galentine’s Day started as a quirky TV moment, but now it’s a legit thing. Women everywhere are gathering their besties for brunches, wine nights, and shared experiences. It’s all about connection and fun—and yes, it has to be Instagram-worthy.  

How to Win:  

  • Promote group-friendly products and experiences like wine-tasting kits or DIY spa nights.  
  • Create limited-edition “bestie” bundles—think 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 like engraved jewelry, photo books, or custom artwork.  
  • Promote “experience gifts” like virtual cooking classes or curated date-night boxes.  

 

Here’s the Real Secret: Personalization  

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 tailoring your offers and messaging to match your audience’s vibe.  

  • For singles: Show them luxury, self-love, and indulgence.  
  • For Galentine’s shoppers: Highlight shared experiences and fun group gifts.  
  • For couples: Lean into emotional storytelling and gifts that say, “I know you better than anyone else.”  

If you’ve got the data, use it. Segment your audience by their behaviors, interests, and past purchases. The more specific you get, the more you’ll connect.  

 

Valentine’s Day isn’t just about selling products. It’s about creating moments that matter. Whether it’s someone treating themselves, celebrating with friends, or surprising their partner, your brand has a chance to be part of those stories.  

So, lean in. Celebrate love in all its forms. And make this Valentine’s Day campaign your best yet. 

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