Valentine’s Day is just around the corner, and UK retailers are gearing up to attract consumers eager to celebrate the occasion. Recent Google Search trends showcase shifting behaviors among shoppers as they prepare for February 14. From self-care to friendship-focused celebrations, the data signals brands to rethink their marketing strategies.
Sophie Neary, the Managing Director of Retail and Consumer Goods at Google, shed light on the latest findings: “Single and ready to mingle? Or loved up and looking to ditch the predictable roses and chocolates this Valentine’s Day?” She emphasizes the importance of adapting to consumers’ desires for love, self-love, and friendship this year.
According to Google, Valentine’s Day spending surged to £2,058 million last year, marking a remarkable 50% increase from 2024. Interestingly, recent search trends indicate the UK has become the second most active country for Valentine’s Day searches globally, right behind Nepal.
With the traditional perception of Valentine’s Day heavily focused on romance, this year shows signs of change. Consumers are increasingly searching for various forms of connection, from love for oneself to friendship celebrations. Online dating remains relevant, with searches for “exclusive dating app” soaring by 350% and “neurodivergent dating app” up by 250% over the past week.
Amongst the growing trends, friendships are taking center stage, as demonstrated by the rising interest in “Galentine’s Day,” with searches increasing by 23%. This celebration of female friendship, popularized by the TV series Parks & Recreation, encourages women to come together over meals or drinks, thereby shifting the focus from conventional romantic gestures.
Self-care has now also become part of the Valentine’s Day conversation. Searches related to self-care have risen dramatically, up 70% compared to the previous year, indicating consumers are prioritizing their wellbeing alongside gift-giving.
Retailers can benefit significantly from these insights, especially considering how more than half of all Valentine’s Day searches typically occur within the last two weeks leading up to the holiday. The data suggest retailers should focus on last-minute shopping trends to hook customers still scrambling for gifts.
AI technology is increasingly influencing shopping behavior as well. Notably, 45% of consumers express interest in using AI to find perfect gifts. This provides brands with unique opportunities to tailor their offerings and campaigns. Specifically, searches centered on “Valentine’s gifts for men” have risen 29%, demonstrating strong demand for thoughtful gifts this season.
Food’s role during Valentine’s Day celebrations continues as expected. The UK has seen searches for “Valentine’s meal deals” rise by 68% year-over-year, with many turning to YouTube for meal inspiration, illustrated by trending searches for “pancake for two” recipes.
Fashion also remains significant, especially for singles preparing for first dates. Recent data shows the “casual first date outfit” has become one of the top trending queries, and searches for “Valentine’s outfit” have climbed 37%. Sophie Neary notes, “It’s the perfect time for apparel brands to get creative with dressing for comfort.”
Neary urges retailers to act quickly: “Experiential marketers have long known... now is the time to lean in. Singles burnt out from swiping continue to rise, making ‘how to meet someone without online dating?’ a top trending question. With the growing curiosity around friendship celebrations, brands ought to capture this sentiment.”
With Valentine's Day rapidly approaching, UK retailers have ample opportunity to reposition their marketing efforts to align with these consumer-driven trends. If they can adapt their strategies, they could see considerable engagement and sales as shoppers redefine how they celebrate love.