Valentine's Day 2025 has sparked new trends, revolutionizing the way people express affection and choose gifts each year. Recent data shows consumer preferences are dramatically shifting, with less emphasis on traditional romantic gifts like lingerie and more focus on thoughtful, practical, and customized offerings.
According to eCommerce provider Visualsoft, Valentine's Day shopping this year has seen its largest transformation yet, particularly evident through falling sales of traditional gifts. The lingerie market, once thought to be the cornerstone of Valentine’s gift-giving, has suffered a staggering 40% drop in revenue compared to the previous year. This decline includes not only overall revenue but also individual spending on lingerie, which has decreased by 12% on average. Similarly, the beauty and cosmetics sector has also felt the pinch, with revenue falling 21%, indicating consumers are moving away from gifts focused on self-care and appearance.
On the flip side, the trends indicate virulent growth in DIY and practical gift categories, showcasing how shoppers are gravitating toward items with lasting value. DIY projects surged, boasting a 329% increase in average order value (AOV) accompanied by a 58% rise in revenue—where consumers are opting for hands-on, heartfelt gifts rather than impulsive purchases. Meanwhile, furniture and home goods saw revenue jump by 23%, highlighting consumers’ preference for gifts meant to serve over quick romantic gestures.
Food and catering-related gifts also made significant gains this year, with total revenue increasing by 27%. Shoppers choose to focus on creating memorable experiences, such as homemade meals shared with loved ones, rather than splurging on costly dining experiences. Arts and crafts, showcasing personal artistry and creativity, led to a 36% AOV increase, reflecting consumers’ desire for unique, personalized gifts even though total revenue eventually dipped by 14%.
One noteworthy trend is the noticeable change in purchasing patterns, which indicates consumers are becoming more thoughtful about their selections, with impulse buying on the decline. The typical mobile sales share, often hovering above 57% for online transactions, is significantly lower this Valentine’s season across most categories, indicating consumers are not purchasing gifts on the spur of the moment. Exceptions do exist, particularly for jewelry, which surprisingly has seen 70% of its transactions completed via mobile devices, proving its place still remains solidly traditional.
Interestingly, peak revenue generation for the arts and crafts segment occurred later than for other sectors, hinting at rising popularity for last-minute customization and DIY engagements. Search trends reveal this shift too: instead of standard Valentine’s terms like ‘love’ and ‘romance’, shoppers are now searching for Disney-themed products, charms, and other niche interests.
Chris Fletcher, CEO of Visualsoft, explains the trends seen this year: “This year’s Valentine’s shopping reflects a growing consumer preference for meaningful, practical gifting. The significant rise in DIY, home furnishings, and personalized presents highlights how people prioritize thoughtfulness and shared experiences.” Fletcher emphasizes retailers need to pivot strategies, emphasizing customizable and experience-driven products to align with changing consumer expectations.
The transformation of Valentine's gifting is marked by more than just consumer behavior shifts—unique global traditions also play a role. From Japan's Giri-choco and Honmei-choco to France’s iconic love locks, different cultures celebrate love uniquely, offering alternative perspectives on romance. For example, Japan’s tradition doesn't confine itself to romance; women present obligation chocolates to friends alongside true feeling chocolates for partners, showing the depth of connection through thoughtful presentations.
Similarly, the French love lock custom symbolizes eternal love, turning bridges across Parisian landscapes bright with padlocks, each representing unbreakable bonds. Such customs inspire countless romantic getaways and have reinforced the idea of maintaining love's beauty through aesthetic experiences.
Taiwan’s sky lantern tradition, with couples releasing lanterns inscribed with love messages, has ignited the launch of luminous beauty products, capturing radiant aesthetics, perfect for enhancing one's glow. Italy contributes its iconic Baci Perugina chocolates wrapped with love notes, encouraging bold dating expressions, whereas South Africa’s charming practice of pinning crushes' names to sleeves showcases modern vulnerability influencing both fashion trends and relationship dynamics.
Beauty and lifestyle trends have blossomed from these unique customs, prompting global influences like subtle, glowing makeup inspired by Japan, romantic hairstyles reflecting Parisian elegance, and luminous skincare drawing from Taiwan’s lantern festival.
Experts like Dr. Emily Chen highlight the importance of self-care woven through love traditions, promoting nurturing relationships and personal well-being. Dr. Chen notes: “These love-centric customs reinforce the significance of self-care and genuine connection, enhancing wellness journeys.”
Even as Valentine's Day recedes, love-inspired customs encourage widespread celebrations beyond February 14th, serving as reminders to embrace thoughtful gestures, meaningful expressions, and self-care rituals throughout the year. How will you adapt these influences to your beauty and lifestyle routines? By allowing these traditions to inspire daily loving practices, one can keep the vibrant spirit of Valentine's alive all year round.