Popularity vs. Profitability
A critical finding in the research is the disconnect between gift volume and economic value. While 57% While a portion of overall spending goes towards candy, it only makes up a small percentage of consumers' purchases. 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
More than half of all shoppers buy candy as it is the most universally appreciated gift.
Economic Note
The rise in cocoa prices has caused "shrinkflation" in chocolate gifts, but consumer demand for this holiday favorite remains unaffected by inflationary pressures.
Who Gets the Love?
focus is also on including other stakeholders. "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
🐾Pets are now considered valid recipients for Valentine's Day gifts, as 32% of consumers intend to purchase a present for their furry friends.
Friends & Co-workers
🥂Treating friends (Galentine's) and co-workers to gifts demonstrates a growing trend of showing 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