Valentine’s Day Shopper Trends

Charlie Menchaca
Managing Editor
Charlie Menchaca profile picture

Store-bought candy remains a popular gift over cards and flowers for Valentine's Day, according to Boston-based Breaktime Media.

Breaktime surveyed shoppers on their product choices and plans for the Feb. 14 holiday. Confections account for 25% of gift selections, followed by a catch-all "Other" category at 24%, cards/stationary at 16% and flowers at 7%.

Compared to Breaktime's Valentine’s Day survey last year, grocery stores have become a less popular destination for Valentine's Day shopping. In 2023, 32% of survey respondents selected supermarkets as their top pick. This year, it came in at 18%. The top choice for 2024 is Walmart at 22%.

Breaktime Media Valentines Day 2024 1

Similar to last year, just over half of all survey respondents (52%) plan to spend less than $40 on Valentine's Day-related items. In 2023, a total of 57 indicated they would spend less than $40 on the holiday.

Breaktime Media Valentines Day 2024 2

As brands prepare for Valentine's Day, they can consider the following tips to engage and educate shoppers while driving sales:

  • Help shoppers plan the perfect date on Feb. 14 using a personality quiz to suggest ideas that incorporate your brand’s products.
  • Assist shoppers with the perfect gift for their Valentine by featuring your brand’s products in a Valentine's Day-themed listicle.
  • Inspire purchase through fun and romantic Valentine's Day recipes showcasing your brand’s products.
  • Encourage shoppers to share how they’re incorporating your brand into their Valentine's Day plans with a social giveaway.