Modern Love: Valentine's eCommerce Trends

February 9, 2024

While traditionally marked by exchanging cards, flowers, and gifts, the digital age has transformed Valentine's Day into a significant event for eCommerce. Online retailers capitalize on the occasion by offering special promotions, curated gift ideas, and personalized experiences, tapping into the emotional aspect of the holiday to drive sales and engage with customers in meaningful ways. 

Explore the exciting trends surrounding Valentine's Day and discover how consumer behavior shapes the digital landscape during this romantic season. Join us on a journey through the latest trends and insights that are reshaping the way we celebrate love in the digital age.

Multifaceted approach to celebration

The latest findings from the annual survey conducted by NRF paint a vivid picture of consumer behavior surrounding Valentine's Day. With a projected expenditure of $25.8 billion earmarked for this romantic occasion, individuals are gearing up to celebrate love in various ways. Impressively, the data reveals a notable uptick in spending dedicated to significant others or spouses, reaching an all-time high of $14.2 billion, averaging approximately $101.84 per person. 

This year, over half of consumers (53%) are gearing up to celebrate Valentine’s Day, mirroring the figures from the previous year. The collective spending for this romantic occasion is projected to reach a staggering $25.8 billion, matching last year's expenditure and marking the third-highest spending recorded in the survey's history. Interestingly, the age group of 25-34 appears to be the most enthusiastic about Valentine's Day, with a striking 62% planning to partake in the celebrations, surpassing all other age brackets, although the age group of 35-44 are those who will allocate a larger budget for the occasion.

However, amidst the focus on romantic partners, consumers are also demonstrating their affection for other cherished connections.With a return to in-person interactions for work, education, and social activities, there's a noticeable uptick in consumers eager to express gratitude towards a wider circle of individuals, including friends, co-workers, classmates, and teachers. This resurgence of personal connections is accompanied by a heartwarming trend: a record-breaking 32% of individuals intend to extend their affection beyond human relationships, opting to shower their beloved pets with Valentine's Day gifts this year. This multifaceted approach to Valentine's Day spending highlights the depth of sentiment and the desire to express love and appreciation across different relationships. 

Moreover, even individuals not actively participating in Valentine's Day festivities find ways to acknowledge the occasion, with around one-third of them incorporating small gestures to commemorate the spirit of love and togetherness.  A significant portion of young adults, comprising over half (53%) of 18 to 34-year-olds and 42% of 25 to 34-year-olds, still find a way to commemorate the occasion. For many, this involves indulging in self-care and treating themselves to something special. Others opt for a more social approach, organizing gatherings or evenings out with fellow single friends or family members. 

Gift Trends

During Valentine's Day, the best-selling gift categories typically include classics such as flowers, chocolates, jewelry, and fashion. However, in recent years, there has been a growing trend towards the "experiences" category. Instead of giving material objects, more people are opting to give special and memorable moments, such as romantic dinners, weekend getaways, cooking classes together, or spa experiences. 

The convenience and accessibility of e-commerce platforms have fueled a notable surge in online shopping, especially during events like Valentine's Day. This trend is particularly pronounced in the Grocery and Beauty categories, where consumers seek memorable gifts through digital channels. For brands, it's crucial to monitor products in the digital aisle, ensuring stock availability and optimizing ad visibility during peak weeks and promotional periods. By capitalizing on this trend and offering curated ads aligned with the romantic theme, brands can maximize their online presence and drive significant growth in Valentine's Day sales.


From the surge in spending on romantic partners to the increasing trend of celebrating with cherished connections beyond human relationships, Valentine's Day represents a multifaceted celebration of love and appreciation in the digital age. For brands operating in the Grocery and Beauty categories, harnessing the power of retail media and digital shelf intelligence is essential to ensuring visibility and success in online channels during this critical season. At Shalion, we specialize in Digital Shelf and Retail Media Intelligence, providing innovative solutions to optimize your online presence and drive sales growth. We invite you to reserve a demo with our experts today. Let's work together to make this Valentine's Day season a success for your brand!

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