Beyond Chocolates and Cards: How Retailers Can Win Valentine’s Day 2026

Christmas may firmly be in the rearview mirror of many shoppers but there’s another major shopping milestone just around the corner. Valentine’s Day is fast approaching, when rose-adorned storefronts become commonplace and retailers prepare for customers looking for all things love.  

But looking beyond bouquets of flowers and boxes of chocolates, what are consumers looking for this Valentine’s Day? And why is this year’s event likely to be a major moment in the online retail calendar? Join us as we show you how to win Valentine’s Day 2026. 

How do Customers Shop for Valentine’s Day?

Valentine’s Day is often the first major shopping day of the year, reigniting the hibernating retail industry after the peak of the festive season. In 2025, lovebirds in the UK spent £962m on Valentine’s gifts, with the average person spending £102.40 on a significant other.

This spending is set to increase in 2026, following on from a +4% growth in Valentine’s Day related clicks in February 2025 compared to the previous year.

95% of these searches were generic related queries with shoppers searching for gift ideas and inspiration. These searches typically include details about the recipient with popular searches including Valentine’s Day gifts for… 

• Boys/him/men

• Girls/her/women

• Boyfriend/Girlfriend/Partner 

• Kids 

What Gifts are Shoppers Searching For?

In the past, Valentine’s Day gifts consisted of stuffed toys, flowers and chocolates – all usually covered in the reddest love hearts available. In 2026, these presents have become much more personal, with couples looking beyond symbolic gifts to articulate their affection. 

While Valentine’s Day staples such as flower delivery services, chocolates and greeting cards continue to grow in demand each year once we hit February, the number of shoppers searching across other categories also rises. Demand has already begun to ramp up across the retail space for women’s clothing, jewellery, and underwear as Valentine’s Day ramps up.

Why is Valentine’s Day 2026 Vital for Retailers

After a muted period for retail in 2025, clouded by rising inflation and the ongoing cost of living crisis, retailers will be hoping to start 2026 with a big win as an uncertain financial future lies ahead.  

For retailers within popular gifting categories, the period around Valentine’s Day presents the opportunity to leave 2025 behind them and pick up their performance. There are a few ways that retailers can put seasonal content front-and-centre this February: 

• Ensure your products are ready: Make sure your online storefronts are stocked with your most relevant products. And, if you think something’s going to be the go-to gift this Valentine’s Day, place it front-and-centre to capture the attention of shoppers with romance on their mind.  

• What’s your love language? Understand what Valentine’s Day means to your audience. Older shoppers may be looking for expensive gifts and classic presents whereas Gen Z are more likely to be drawn to personal, sentimental messaging.  

• Keep customers coming back: If your business thrives during this period, loyalty schemes and remarketing are a great way of turning that one-time bouquet of flowers into a repeat buyer.  

Valentine’s Activities Beyond Gifts for Partners

For a vast majority of retailers, Valentine’s Day is not a point of interest on their sales calendar – it’s unlikely that printer ink, light bulbs or car insurance policies are the perfect way to say I love you. However, brands of all retail sectors should look to take advantage of the changing customer behaviours around Valentine’s Day. 

Treat Yourself

In the spirit of the popular Chinese shopping holiday, Singles’ Day, more and more people are using Valentine’s Day as a reason to partake in a bit of self-gifting. This trend means that a wider range of retailers may see a boost in a variety of categories including electronics, wellness, health & beauty, and footwear.  

Treat Someone Else

Valentine’s Day is no longer just for people to celebrate their partners, with gifting expanding to all those who matter most.  

• Friends, co-workers, or classmates are more frequently receiving Valentine’s gifts as part of Galentine’s and Palentine’s day, celebrated on the 13th of February. 

• Family members beyond romantic partners are also in receipt of gifts on Valentine’s Day, with parents especially looking to involve younger children in their celebrations. 

• Pets and furry friends are also increasingly included in Valentine’s Day, with heart-shaped squeaky toys and romantic dinners in the form of treats becoming increasingly popular. 

The range of people involved in gift-giving this Valentine’s Day is broader than ever which means the range of presents people are looking for is also vast. While your partner may not like a brand-new drill for Valentine’s Day, it might be the present your parents have been waiting for.  

How to Win This Valentine’s Day?

So, you know how important Valentine’s Day is for retailers, and with the 14th of February just around the corner, it’s time to start thinking about digital strategies to help you hit your Q1 goals in 2026. 

Drive awareness before shoppers plan on purchasing

Many shoppers are undecided about the perfect gift for their partner as we approach February, meaning that you can position your product as the perfect gift long before Valentine’s Day, providing a moment of inspiration for stumped spouses and boosting conversions.  

Offers and delivery for last-minute shoppers

Valentine’s Day-related searches peak in the days leading up to the holiday itself, meaning many shoppers leave it late to pick up presents. Offering speedy delivery and last-minute deals may entice customers to purchase when time isn’t on their side. 

Focus budgets on high conversion products

When it comes to Valentine’s Day, there may be certain products in your catalogue which are guaranteed to be a hit with shoppers – your competitors also know this. This means that CPCs can shoot up for key terms as other brands increase their bidding, meaning you need to be smart with how you spend your budget. 

A huge part of this is saving money on paid advertising wherever you can, and the simplest way you can do this is by partnering with a Comparison Shopping Service. By working with a CSS such as Productcaster, you can save as much as 20% on your CPC costs, meaning you can reinvest that money into increasing your visibility compared to competitors.  

Interested in finding out more? Speak to one of our experts and discover what Productcaster can do for you today.  

Source: Google and NIQ data