5th largest consumer spending event of the year //
Valentine’s Day, also called Saint Valentine’s Day, began as a Western Christian feast day honoring an early Christian martyr named Saint Valentine. It became associated with romantic love in the 14th and 15th centuries when courtly love flourished, and in association with the “lovebirds” of early spring. In 18th-century England, couples began marking the occasion by presenting flowers, confections, and valentines, or greeting cards, that expressed their love. It occurs annually on February 14th.
Valentine’s Day comes in at #5 on the National Retail Foundation’s (NRF’s) list of top consumer spending events. The NRF partners with Prosper Insights & Analytics to conduct annual surveys gauging consumers’ spending intentions and celebration plans around major holidays and collective milestones. The following information is from their Valentine’s Day survey in 2020.
Of note is the sharp increase in planned spending for 2019 which we expect to see again in 2021 as consumers strive to stay connected with loved ones during this time of isolation brought about by the global pandemic.
The top categories of spending for Valentine’s Day tend to hold pretty steady, however in 2021 it’s most likely that “an evening out” will turn into “an evening in with take out” for many.
1. Candy 2. Greeting Cards 3.Flowers 4. An Evening Out 5. Jewelry 6. Clothing 7. Gift Cards
The biggest share of Valentine’s spending still goes to spouses and significant others but their share has dropped over the past decade. While the share spent on most other recipients has gone up, with the amount spent on co-workers and pets roughly doubling during the same time period.
“The phrase ‘Galentine’s Day’ originated in a 2010 episode of the television show ‘Parks and Rec’ as a way to celebrate female friendships. Since then, the pseudo-holiday has taken on a life of its own, appearing in everything from book titles to gift guides and even earning its own hashtag. All of this begs the question: Is Galentine’s Day really a thing? The data might back this one up. Since 2010, expected spending on Valentine’s Day gifts for friends has nearly tripled, from $737 million to $2.1 billion. Even among those who don’t celebrate the holiday, one in 10 say they are planning get-togethers with other single friends or family members.” – quoted directly from the National Retail Federation’s site.
According to this report from Criteo, the vast majority of Valentine’s Day related purchases are last minute with sales beginning to surge about a week prior. This accounts both for gifts and “treat yourself” self care items.
Retailers roll out plenty of deals for Valentine’s Day in the weeks leading up to Feb. 14. Beyond the traditional gifts for spouses and significant others, savvy brands promote gifts for pets, coworkers, friends, family, and for those celebrating self-love or “me time.” From self-care products and boxes by beauty brands to boxes of cupcakes for the office, it’s all about sharing the love.
To help you pull together your promotional content and marketing materials quickly we’ve curated some resources to inspire your planning.
Valentine’s Day Hashtags
Help your content get discovered on social media with relevant hashtags. Popular hashtags include: #ValentinesDay #GalentinesDay #BeMyValentine #BeMine #Love #Valentine #HugAndKisses
Valentine’s Day Pictures
There are a number of wonderful websites that offer free photos for both commercial and noncommercial use, one of our favorites is Unsplash. Below is a small selection of the images we have curated for Valentine’s Day.
Valentine’s Day Sayings
Celebrate romance and friendship with Valentine’s Day quotes and sayings.
“Love doesn’t make the world go round. Love is what makes the ride worthwhile.” – Franklin P. Jones, Engineer
“Grow old with me! The best is yet to be.” – Robert Browning, Poet
“Without Valentine’s Day, February would be…well, January.” – Jim Gaffigan, Comedian
“The best and most beautiful things in the world cannot be seen or even touched. They must be felt with the heart.” – Helen Keller, Author
“All you need is love. But a little chocolate now and then doesn’t hurt.” – Charles M. Schulz, Cartoonist
“A friend is one that knows you as you are, understands where you have been, accepts what you have become, and still, gently allows you to grow.” – Wiliam Shakespeare, Poet
“Loving is not just looking at each other, it’s looking in the same direction.” – Antoine de Saint-Exupéry, Poet
“Being deeply loved by someone gives you strength, while loving someone deeply gives you courage.” – Lao Tzu, Philosopher
“The heart has its reasons, which reason knows not.” – Blaise Pascal, Mathematician
“There is nothing better than a friend unless it is a friend with chocolate.” – Linda Grayson, Author