Valentine’s Day has evolved — here’s what small businesses can learn

Valentine’s Day has long been associated with cliché, token gifts: flowers, chocolates, and teddy bears. But recent ecommerce data suggests this is changing, particularly among the younger generation.

These days, shoppers are increasingly after personalised, experiential, or thoughtful hobby-related gifts for their loved ones, instead of the generic traditions. 

This may indicate a general shift in gifting culture, becoming more individual, thoughtful, and less formulaic. With Valentine’s Day behind us, ecommerce businesses can apply these lessons to future holidays.

The shift from traditional to personal

Younger consumers, particularly Gen Z, are moving away from gifts that feel like a social obligation. Instead of buying something “just because”, they want to gift items that genuinely reflect the recipient’s interests or reference shared experiences.

In the UK, Valentine’s Day spending still leans towards fashion accessories and fragrances, according to findings from a report on Valentine’s gifting. However, even within these categories, there is a growing desire for less generic gifts.

A larger trend of personalisation within marketing has been on the rise in recent years, driven by the consumer need for relevance and authenticity when interacting with brands. There’s an overwhelming level of saturation on the market, and consumers have increasingly seen it all before and know that their loved ones have, too.

Personalised options, therefore, stand out as more unique and special. Taking the UK’s current go-to Valentine’s gifts, for example, this might look like a custom fragrance or monogrammed bags and wallets. 

Cultural change and what it signals

Another documented change to Valentine’s Day is the diversification of types of love being celebrated. Platonic and self-love are increasingly part of Valentine’s Day alongside romantic love, reflected in the rise of ‘Palentine’s’ or ‘Galentine’s’, and self-gifting. 

These trends have three main tangible implications for SMEs.

First, seasonal collections may be less effective than adaptable options. Rather than promoting a narrow “Valentine’s range” of cheesy love-heart shaped gifts, businesses may benefit from promoting existing products that celebrate shared interests, quality time or personal growth.

Second, the rise of hobby-driven and experience-based gifting suggests that more niche, passion-led brands have an opportunity to lean into seasonal moments without changing their core identity. 

Lastly, couples are no longer the only market. Self-care and wellbeing products are increasingly part of Valentine’s Day shopping, so consider this when planning campaigns and collections.

What UK small businesses can take away

For SMEs, these takeaways will remain relevant year-round, as they reflect larger shifts in consumer behaviour and attitudes towards gift-giving. 

While some may still grab flowers and chocolates from the petrol station, it seems that generally, customers are increasingly drawn to gifts that feel considered and personal. 

This presents an exciting opportunity for smaller brands in particular. There’s less pressure to repackage everything in red and pink or to lean on romantic sentiments. Businesses that stay true to their identity throughout seasonal shifts are more likely to stand out.