Popularity vs. Profitability
A critical finding in the research is the disconnect between gift volume and economic value. While 57% when consumers purchase candy, it only makes up a small portion of their total spending compared to Jewelry, which drives $6.4B in revenue despite lower purchase frequency.
Category Breakdown
The Revenue King
Jewelry remains the highest spending category.
The Volume King
Over half of all shoppers purchase candy, making it the most popular gift choice.
Economic Note
The rise in cocoa prices has caused "shrinkflation" in chocolate gifts, but demand from consumers for this holiday essential remains unchanged.
Who Gets the Love?
The list of recipients is growing. Although partners are the main focus, the "Pet Economy" and "Galentine's" celebrations have turned friends and fur-babies into significant spending categories.
Share of Wallet Breakdown
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The "Fur-Baby" Economy
🐾32% of consumers are planning to buy their pets a Valentine's gift, making pets official recipients of love on this special day.
Friends & Co-workers
🥂Purchasing gifts for friends (Galentine's) and colleagues shows a move towards expressing platonic gratitude.
of consumers buy for friends/non-romantic peers.
Search Trends & Timeline
Digital behavior reveals the anxiety behind the holiday. From the "Procrastination Curve" spike in February to specific keyword trends like "Situationships" and "DIY", search data tells the real story.
The "Panic Buy" Curve (Search Volume)
Trending Search Terms
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Demographics & Behavior
The 35-44 year old demographic drives the economy, likely due to balancing gifts for spouses, children, and pets. There is also a significant spending gap between men and women.
Average Spending by Age
Men
Avg Spend
$235Women
Avg Spend
$119