8 Valentine’s Day trends every brand should know in 2025

Valentine’s Day has transformed into a celebration that goes well beyond the romantic dinners and heart-shaped chocolates. Singles are now enthusiastically partaking in the celebration, TikTok trends are influencing shopping behaviors, and unique experiences are gaining the spotlight. No matter your industry or brand’s USP, if you want to jump on the tentpole moment, consumer insights will be the secret to your success. 

Here are 10 Valentine’s Day insights every brand should know before you put your heart into it - it’s just a little something to sweeten the deal, seal it with a kiss, and get crazy in love with your campaigns… Okay, we’ll stop now. 

1. Singles are celebrating in their own way
2. Valentine’s shoppers start their planning early 
3. TikTok is the ultimate Valentine’s Day inspiration hub
4. Men choose traditional gifts, while women stick to practical presents
5. Dinner and entertainment still reign supreme
6. Shoppers flock to social for Valentines’s inspo 
7. Authentic Valentines’s campaigns win hearts 
8. Lifestyle habits impact different dating “icks” 

Let’s dive in. 

Singles are celebrating in their own way

Valentine’s Day is no longer a holiday just for couples. It’s now a celebration for everyone—friends, family, and singles alike. Approximately 40% of singles are redefining the day, embracing it as an opportunity to enjoy unique experiences, bond with loved ones, or even treat themselves. From cooking classes to concerts and casual group dinners, the focus has shifted to making meaningful memories over exchanging traditional gifts.

This inclusivity presents an exciting opportunity for brands to stand out. Campaigns that go beyond typical “date night” themes can resonate with a broader audience. Think promotions like “Galentine’s Day” celebrations, “Friends First” offers, or “Self-Care Sunday” bundles. By embracing the diverse ways people now celebrate Valentine’s Day, brands can connect with audiences looking for more than romance.

Valentine’s shoppers start their planning early 

Preparation for Valentine’s Day starts sooner than you might think. A quarter of TikTok users start planning their celebrations at least a month ahead. This means that brands waiting until February to roll out their campaigns are already way behind.

The takeaway: Initiate early-bird specials, gift guides, or countdowns beginning in January. This approach helps capture early planners and keeps your brand at the forefront of their minds.

TikTok is the ultimate Valentine’s Day inspiration hub

TikTok has become the primary source for Valentine’s Day inspiration. Users on the platform are 16% more likely to celebrate the day compared to the average single American. Searches for “Valentine’s gift for BF” and “Valentine’s nails” see a significant increase, with content tagged for the occasion experiencing 7.5 times more engagement as the holiday approaches.

What does this mean for your brand? Engage with TikTok challenges, partner with influencers, or create short, captivating videos showcasing gift ideas. Focus on content that is quick, shareable, and engaging.

Men choose traditional gifts, while women stick to practical presents

Men tend to spend more, splashing out $256 on average, which is double the amount women typically spend at $128. Traditional gifts like flowers and food are popular among men, with flowers being their top choice - 46% say this. Women, however, prefer giving thoughtful and practical gifts such as clothing (16% say this) and vouchers (8% say this).

Brands should consider these spending habits when planning their promotions. Men might be drawn to luxury gift bundles, while women will appreciate curated, thoughtful options for their special someone.

Dinner and entertainment still reign supreme

What constitutes the ideal Valentine’s Day activity? A classic dinner remains a favorite according to our consumer research, but movies and concerts are also high on the list. Many people find casual settings just as appealing as an elaborate night out.

Food and hospitality trends can hop on this trend by combining dinner reservations with entertainment options. Form partnerships with local restaurants or cinemas to create packages that simplify planning and offer memorable experiences.

Shoppers flock to social for Valentines’s inspo

Approximately 35% of users turn to social media for gift ideas, and 21% search for deals. Platforms like TikTok, Instagram, and Pinterest are crucial in guiding Valentine’s Day decisions.

Brands should leverage these platforms by posting visually attractive content such as gift guides or romantic recipes, and by making it easy for users to shop directly from their posts.

Authentic Valentines’s campaigns win hearts 

Today’s audiences are drawn to campaigns that feel genuine. Forget overly polished ads—what resonates more is authenticity. From cozy nights in with takeout to humorous “dating icks,” Valentine’s campaigns that embrace imperfections feel more relatable.

Create content that celebrates all forms of love—messy, funny, and sometimes awkward. Authenticity is your gateway to forming stronger emotional connections.

Lifestyle habits impact different dating “icks”

On the topic of icks… Lifestyle quirks are influencing how people approach dating. For instance, public transport users are 17% more likely to be deterred by slow replies, while those who consume alcohol are 20% more concerned about their date’s fashion choices.

These insights offer brands a creative advantage. Fashion retailers could emphasize the importance of “first-date outfits”, and a dating app might get clever with an anti-ghosting campaign, or an ad in which their devices guarantee quick replies.

Final reflections: Making Valentine’s Day special

Valentine’s Day offers brands endless opportunities to connect with their audience. Whether it’s singles celebrating friendships, couples enjoying chill nights in, or TikTok users chasing the latest trend, there’s plenty of room to get creative.

The key? Start early, be genuine, and focus on the experiences and values that matter most to your audience. This isn’t merely another sales season—it’s your chance to leave a lasting impact.