{"id":10493,"date":"2026-02-04T01:01:59","date_gmt":"2026-02-04T06:01:59","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2026\/02\/04\/consumers-love-valentines-day-what-marketers-need-to-know\/"},"modified":"2026-02-02T12:03:29","modified_gmt":"2026-02-02T17:03:29","slug":"consumers-love-valentines-day-what-marketers-need-to-know","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/consumers-love-valentines-day-what-marketers-need-to-know\/10493\/","title":{"rendered":"Consumers Love Valentine’s Day: What Marketers Need to Know"},"content":{"rendered":"\n

By Allie Naughton, Client Strategy Manager, Listrak<\/em><\/p>\n\n\n\n\n\n

Valentine\u2019s Day is not just for cards and candy anymore.<\/p>\n\n\n\n\n\n\n\n

Last year, the headlines<\/a> touted record-high Valentine\u2019s Day consumer spending at $27.5 billion. What\u2019s more, research<\/a> has found that Valentine’s Day is especially important to Gen Z consumers, with the average Gen Z shopper anticipated to spend the highest amounts on the holiday.<\/p>\n\n\n\n\n\n\n\n

With traditional gifting changing (sorry big box jewelry companies!), all retailers should be focused on what in their assortment would make a thoughtful gift or products that lean into this time of year meant for connection.<\/p>\n\n\n\n\n

Valentine’s Day is not just for couples anymore<\/strong><\/h2>\n

On Valentine\u2019s Day, consumers want to show their appreciation for not only loved ones, but family, friends, co-workers, and more.\u00a0 Beyond jewelry and flowers, consumers are seeking experiences, self-gifting, and personalized products for everyone they love. With \u201cParks and Rec\u201d popularizing Galentine\u2019s Day in 2010, there has also been a rise in spending time (and money!) with your friends, the day before Valentine\u2019s Day.<\/p>\n\n\n\n\n\n

According to the National Retail Federation<\/a>, one-third (32%) of consumers aimed to purchase gifts for friends last Valentine\u2019s Day \u2013\u00a0 the highest number in the survey\u2019s history. Another 19% expected to purchase gifts for co-workers \u2013 another record high. Plus, 32% also planned to purchase gifts for their pets.<\/p>\n\n\n\n\n\n\n\n

For brands, as AI automation predominates, human connection has become the true differentiator. Consumers want brands to focus on personal, high-value touchpoints \u2013 and Valentine’s Day is a perfect opportunity to make those connections happen.<\/p>\n\n\n\n\n\n\n\n

Valentine’s Day drives real engagement and revenue, and offers retailers an ideal moment to inspire, delight, and connect with customers.<\/p>\n\n\n\n\n

How to crush (on) Valentine’s Day strategy<\/strong><\/h2>\n

Valentine\u2019s Day falls on a Saturday this year, bringing more demand to market, as consumers have more time to spend on experiences & thoughtful planning.<\/p>\n\n\n\n\n\n

With e-commerce serving as the most popular shopping destination on Valentine’s Day, here are key strategies for retail marketers to make the most of this increasingly popular holiday:<\/p>\n\n\n\n\n