What sells the most during Valentine's Day?
Valentine’s Day spending is reaching record-breaking levels in 2025, with total sales expected to hit $27.5 billion, according to the National Retail Federation (NRF). This is up from $25.8 billion in 2024 and even surpasses the previous high of $27.4 billion in 2020.
With consumers planning to spend an average of $188.81, businesses have a major opportunity to capture sales across various categories.
According to Statista, the most popular gift choices this year include:
NRF highlights a major shift in gifting trends: Consumers are not just buying for romantic partners anymore.
In fact, 32% plan to purchase gifts for friends, up from 28% in 2024—the highest in survey history. Likewise, 19% are buying for coworkers, up from 16% last year. Even pets are getting pampered, with 32% of shoppers purchasing gifts for their furry friends.
To capitalize on this trend, businesses should diversify their Valentine’s Day marketing and focus on a broader audience.
With 38% of consumers shopping online, 34% choosing department stores, and 29% heading to discount retailers, businesses should focus on both e-commerce and in-store promotions to maximize sales.
As Valentine’s Day spending reaches an all-time high, retailers need to embrace a broader gifting culture that includes friends, family, coworkers, and even pets.
Valentine’s Day campaign ideas & best practices for e-commerce
Valentine's Day is a major sales opportunity, and brands across various industries are rolling out creative marketing strategies to capture customer interest.
Here, I highlight real-life Valentine’s Day campaigns from different brands and how you can apply these strategies to your own store.
1. Countdown timers & urgency triggers
Example: Pandora
Pandora uses a floating countdown banner to create urgency for last-minute Valentine’s Day shopping. The timer emphasizes a shipping deadline, which encourages immediate purchases. They also offer free standard shipping, making the deal more attractive.
Example: Aurate
Aurate’s “Queen of Hearts Sale” keeps it simple but adds urgency with a bold countdown timer at the top of their homepage.
How You Can Use This:
If you sell popular products for Valentine's gifts, try adding a floating bar or popup with a countdown timer on your site. You can use Popupsmart to create this effect and nudge customers toward checkout before time runs out.
2. Curated valentine’s collections
Example: Fresh Sends
Example: Kinn
Fresh Sends launched an exclusive Valentine’s Day 2025 Collection, making it easy for customers to shop themed products. Kinn also dedicated an entire collection to Valentine’s Day.
Key Takeaways:
✔️ Create a dedicated Valentine's Day collection page.
✔️ Feature best-selling and themed products prominently.
✔️ Use banners and menus to guide shoppers quickly.
3. Personalized gift quizzes
Example: Italic
Italic took a super smart approach this Valentine’s season. Instead of just offering discounts, they made shopping easier by guiding visitors through a multi-step popup survey to find the perfect gift. Here’s how it works:
- A full-screen popup appears when you visit, and then a multi-step popup asks: “Who are you shopping for?” with options like "For Him," "For Her," or "For a Friend."
- Based on your choice, you go through a series of fun, short questions—like their style preference or how they spend their weekends.
- Once you’ve completed the popup survey, Italic gives you a curated gift recommendation AND an exclusive discount (e.g., a free Noir Candle with a purchase of $100+).
How You Can Use This:
If you want to try something similar, use a multi-step popup with progressive questions. You can build this in Popupsmart by creating a funnel that leads customers to tailored recommendations and a discount code to seal the deal.
4. Sitewide discounts & promotions
Kitsch promoted a sitewide 25% off Valentine’s Day sale, By auto-applying discounts at checkout, Kitsch eliminates friction in the shopping process.
Example: Kitsch
Example: Papier
Papier offered up to 30% off photo books and 15% off stationery and used floating bars that create urgency.
Key Takeaways:
✔️ Offer a limited-time percentage discount sitewide.
✔️ Auto-apply discounts to simplify checkout.
5. Valentine’s day free gift offers
Example: Super Smalls
Super Smalls launched a “Spend $75+ & Get a Free Gift” campaign with a fun Valentine’s Day Sparkle Collection. This strategy increases average order value (AOV) by encouraging customers to add more to their carts.
6. Bundle discounts & volume savings
Example: Lokai
Lokai launched a Buy More, Save More promotion:
- Buy 2, get 25% off
- Buy 3, get 30% off
- Buy 4+, get 40% off
This encourages customers to purchase multiple products, increasing cart value.
7. Shipping & delivery promos
Example: Lush
Lush highlighted expedited shipping options for Valentine's Day orders. Lush placed a shipping deadline in a floating bar.
Key Takeaways:
✔️ Clearly communicate shipping deadlines in a sticky bar.
✔️ Offer free or discounted express shipping for last-minute buyers.
✔️ Use emojis and engaging copy to enhance urgency.
8. Email list building with giveaways
Example: Kimai
Kimaï went with a classic but effective Valentine’s giveaway campaign. They offer a €2500 prize, and all customers need to do is enter their email. This does two things:
- Builds their email list: More sign-ups mean more future sales opportunities.
- Creates excitement and engagement: Who wouldn’t want to win a luxury prize on Valentine’s Day?
Even better, they added a fun opt-out button: “I don’t like gifts.” That’s a psychological trick—most people wouldn’t want to click that, so they’re more likely to enter.
How You Can Use This:
If you want to grow your email list, a giveaway popup could work wonders. You can use Popupsmart’s gamified popups to create a fun spin-the-wheel or scratch-to-win experience where customers enter for a chance to win a discount, freebie, or grand prize.
9. Valentine’s for pets
Example: Bocce’s
Bocce’s has tailored its Valentine’s Day campaign for pet owners, launching seasonal pet treats under the theme "B" Our Valentine".The rise in pet gifting (32% of consumers buy for pets) creates a new sales opportunity. Their elegant, pet-friendly visuals (pink backdrop, heart shapes) reinforce the theme.Expanding seasonal marketing beyond traditional romantic gifts (pets, friends, family) can capture new audiences.
10. Gift guide + themed product bundles
Example: Tweezerman
Tweezerman has designed a dedicated Valentine's Day Gift Guide featuring curated beauty and grooming tools.It also segments products into categories like:
- Grooming Gifts for Him
- Gifts Under $30
- Disney Princess Collaboration
Beauty & grooming brands benefit from themed bundling by providing gift inspiration. A gift guide page that segments products into price brackets and personalized categories can help decision-making.
11. Flash sale strategy
Example: Fellow
Fellow is going all in on urgency. Instead of just having a regular Valentine’s promo, they’ve made it a “This Weekend Only” sale, which immediately triggers a “buy now or miss out” reaction.They’ve also stacked urgency by adding a floating bar at the top of the page that reminds visitors about the discount. This keeps the Valentine’s sale visible at all times, no matter where you are on the site.
30 Valentine’s Day slogans
Valentine’s Day messages bring your Valentine’s Day marketing to life by using playful or heartfelt language that resonates instantly. Here are 30 ideas to capture the holiday spirit without going overboard on clichés.
- “Love Is in the Air—Share It with [Brand Name]”
- “Sweets, Treats, and Everything Neat!”
- “A Little Romance Goes a Long Way”
- “Spread the Love, One Gift at a Time”
- “Cherish Every Moment This Valentine’s Day”
- “Show Them You Care, Show Them [Your Product]”
- “Love, Laugh, and Save Big!”
- “Make Hearts Flutter with Our Exclusive Deals”
- “Where Every Day Feels Like Valentine’s Day”
- “Celebrate Love in Style”
- “Spoil Your Special Someone—It’s So Worth It”
- “Love Blooms Here, and So Do Discounts”
- “Sweeten Up Your Valentine’s Day”
- “Cupid Called: He Wants You to Treat Yourself”
- “Making Love Sparkle, One Purchase at a Time”
- “Open Your Heart to Endless Possibilities”
- “Gifts That Say ‘I Love You’—Without Saying a Word”
- “Sealed with a Kiss (and a Great Deal!)”
- “Be the Reason Someone Smiles This Valentine’s Day”
- “Love, Happiness, and Exclusive Promotions Await!”
- “From Our Heart to Yours—Only the Best”
- “Wrap Your Valentine in Something Special”
- “Fall Head Over Heels for Our Sale”
- “Put a Little Love in Your Cart”
- “Be Mine? Absolutely—with These Offers!”
- “Your Perfect Match—Quality and Romance”
- “Indulge in a Little Extra Love This Season”
- “Crafting Valentine’s Day Magic Just for You”
- “Roses Are Red, Violets Are Blue—Our Deals Are Sweet, and So Are You”
- “Make This Valentine’s Day Unforgettable”
In my opinion, each slogan should be tailored to reflect your brand voice and product offerings.By weaving these creative ideas and slogans into your promotions, you’ll connect with customers more personally.
all, Valentine’s Day is about celebrating love, and a thoughtful, engaging campaign can help ensure your brand holds a special place in people’s hearts well beyond February 14.
How to create a Valentine’s Day marketing campaign?
Now, we’ll look at transforming those insights into a targeted, emotionally resonant campaign. Having worked as a marketing specialist, I’ve seen firsthand how thoughtful planning can set the stage for a truly memorable Valentine’s Day promotion.
1. Defining clear goals
A successful Valentine’s Day campaign hinges on knowing precisely what you want to achieve. Are you hoping to boost sales by a certain percentage or simply enhance brand awareness? Pinpointing one or two main objectives will help you stay focused.I’ve found that some businesses try to increase revenue, expand their customer base, and build brand loyalty all at once. This unfocused approach can undermine results. If your main priority is revenue, for example, you might craft limited-edition products and short-term deals. If your priority is brand building, you might lean on storytelling and social media collaborations that humanize your brand. By sticking to a single core objective, you’ll avoid spreading your efforts too thin.
2. Knowing your audience segments
Valentine’s Day shoppers come in many forms. Some plan early, while others wait until the last minute. Some only purchase for a partner, whereas others buy gifts for pets or friends. In my experience, customizing your messaging for each segment significantly boosts engagement.Those seeking traditional romantic gifts, such as jewelry or flowers, respond well to nostalgic language and sentimental themes. Shoppers honoring friends usually prefer lighter, more playful promotions—think witty taglines and whimsical designs. Meanwhile, self-care enthusiasts often look for pampering kits or relaxing experiences. If your campaign speaks to all these shoppers individually, you’ll stand out in a crowded market.
3. Building emotional connections
Valentine’s Day is driven by sentiment. Many customers want more than a discount; they want to feel something. Rather than sticking to generic “Buy Now” ads, consider weaving in real stories or genuine expressions of gratitude.Short testimonials can breathe life into your campaign. If you can share a customer’s heartfelt experience—maybe someone who used your product to create a unique Valentine’s surprise—your brand becomes more relatable. Shoppers who identify with those stories often become loyal fans. In my opinion, emotion is the secret ingredient that separates an unforgettable campaign from a forgettable one.
4. Crafting memorable offers
Valentine’s Day promotions often revolve around exclusivity and urgency. For instance, I’ve seen stores launch a “One-Week Sweetheart Sale” with products available only for a limited time. This approach makes the holiday feel truly special, rather than just another excuse to offer random discounts.Some businesses prefer sitewide promotions, like 20% off all items, while others create themed bundles (chocolate, a candle, and a greeting card). Limited-edition packaging—perhaps in pink or red with heart-shaped motifs—can also encourage customers to act fast, since they see it as a fleeting opportunity. If you genuinely tie these deals to Valentine’s Day sentiment (love, friendship, appreciation), they tend to resonate more deeply.
5. Streamlining the customer experience
A great offer won’t matter if your website, shipping, or checkout processes are confusing. In my experience, an easy path to purchase can drastically increase conversions. Display any shipping deadlines prominently so that late buyers know exactly how long they have before Valentine’s Day. If you have a physical location, mention whether there’s an in-store pickup option for those running out of time.Optimizing for mobile shoppers is equally important. Many people make purchases from their phones during breaks or on commutes. If they land on your site and struggle to find the Valentine’s Day section or the promo code box, they may give up entirely. A smooth, intuitive interface keeps them engaged and more likely to complete their purchase.
6. Maintaining goodwill after the sale
Valentine’s Day might last only one day, but the positive feelings it generates can extend well beyond February 14. Once the holiday passes, sending a genuine thank-you note—perhaps via email—reminds new and returning customers that you appreciate their business. Even a short “Hope your Valentine’s Day was lovely—thanks for celebrating with us!” message can deepen the connection you’ve built.From my perspective, this type of follow-up also opens doors for future engagement. Some brands include a small discount or a sneak peek at next month’s promotions, gently encouraging people to stay in touch. Those additional gestures can turn one-time Valentine’s Day shoppers into loyal fans who look forward to hearing from you again.
Conclusion
Valentine’s Day is more than just another holiday; it’s a golden opportunity to engage with your audience on an emotional level and boost sales with strategic marketing efforts. By implementing creative campaigns like countdown timers, curated gift collections, personalized gift quizzes, and limited-time discounts, your brand can stand out in a crowded marketplace. Expanding beyond traditional romantic gifting and catering to friends, family, coworkers, and even pets can unlock new revenue streams and foster customer loyalty. The key to a successful Valentine’s Day marketing campaign lies in understanding your audience, leveraging emotion-driven messaging, and ensuring a seamless shopping experience. By offering irresistible deals, streamlining the path to purchase, and maintaining post-sale engagement, you can turn seasonal shoppers into long-term brand advocates. With thoughtful planning, compelling storytelling, and strategic promotions, your business can capture hearts and conversions alike, making Valentine’s Day 2025 a resounding success.
FAQs: Valentine’s Day marketing for e-commerce
1. When should I start my Valentine’s Day marketing campaign?
Ideally, start promoting your Valentine’s Day offers at least four weeks in advance. Early shoppers begin purchasing in mid-January, while last-minute buyers dominate the final week before February 14.
2. What are the best-selling products for Valentine’s Day?
Popular Valentine’s gifts include jewelry, flowers, chocolates, gift cards, personalized items, clothing, fragrances, and experiential gifts like spa treatments or romantic getaways.
3. How can I create urgency in my Valentine’s Day campaign?
Use countdown timers, limited-time discounts, free shipping deadlines, and exclusive gift bundles to encourage immediate action.
4. What types of discounts work best for Valentine’s promotions?
Percentage-based discounts (e.g., 20% off sitewide), buy-one-get-one (BOGO) deals, free gifts with purchase, and bundle savings tend to perform well.
