Romantic relationships are changing, which means so is gift-giving culture. Couples increasingly desire affordable, inclusive, and flexible gifting, while those in platonic or “self-love” relationships are also getting into the swing of Valentine’s Day.
So as to make the most of the upcoming season of romance, discover six key trends that will be worth investing in in 2025.
Table of Contents
An overview of Valentine’s spending
Valentine’s Day 2025: 6 trends businesses should take advantage of
Bottom line
An overview of Valentine’s spending
The season of love is on the horizon again, and businesses around the world are gearing up to cash in. Like previous years, Valentine’s Day spending is set to grow as the concept of love stretches beyond romantic partners.
Despite Valentine’s Day spending generating USD 25.8 billion in 2024, a slight drop from USD 25.9 billion in 2023, it’s still come a long way from USD 17.3 billion nearly a decade prior in 2014.
Although expenditures for significant others generated the most revenue in 2024, at USD 14.2 billion), other sectors, like spending on family (USD 4 billion) and friends (USD 2.1 billion), are also set to increase in 2025.
Valentine’s Day 2025: 6 trends businesses should take advantage of
1. Intimate fragrances
Fragrances have long been a way for people to express their identity, as well as a means to boost chances of romanticattraction. That’s why they’ve long remained popular gifts for Valentine’s Day. In recent years, consumers have moved beyond traditional fragrances and sought unique scents that reflect their mood, emotions, and personal “story,” making them more meaningful to the wearer.
What should businesses buy?
- Retailers should stock intimate skin scents and pheromone perfumes that enhance the user’s unique scent. For example, Altra’s (UK) Skin makes personalized fragrances that tap into the natural smell of the wearer’s skin, making for a more sensual scent.
- Business buyers should also consider unique and seductive scent profiles. Take the Korean brand BTSO, for example, whose Sex & Cognac perfume line offers intriguing notes of papyrus, leather, and oud.
- Retailers can also extend this trend to bath and body care products. Collections like Phulrs Missing Person already offer complementary items (like body creams and shower gels) that enhance the overall scent experience.
2. The gift of resilience
There will also be a growing demand for products that offer well-being to help reduce the stressors of daily life. Consumers increasingly look for products that promote mental and physical “support” or have mood-boosting qualities, especially around emotionally charged occasions like Valentine’s Day.
What should businesses buy?
For this trend, the focus is on gifts that help people care for themselves and manage stress. These include skincare products that address stress-related skin issues, wellness kits that encourage self-care (like bath oils, candles, and self-pleasure products), and everyday items that turn routine activities into calming, wellness experiences.
Products from brands like Aromatherapy Associates, Øthers, and Sprig are perfect examples of items designed to support relaxation, balance, and self-compassion.
3. Tokens of friendship
Gen Z is reshaping the meaning of love and relationships by embracing non-romantic connections, like friendships, redubbing the occasion as “Galentines” or “Palentines,” for example. For this generation, platonic relationships are often just as, if not more, important than romantic ones. Therefore, gifts that celebrate friendship and encourage spending time with friends will resonate with younger shoppers.
What should businesses buy?
Suggestions include slumber party kits with beauty products, universal gift sets that remind recipients they’re loved, and playful, nostalgic Valentine-themed items. Brands can tap into this trend by offering fun, kitsch packaging in festive colors, like heart- or flower-shaped products.
4. Sex support
2025 will also see a shift in consumer expectations as “skinic” customers (those focused on skincare and wellness) seek brands that address stigmas surrounding intimacy and promote realistic, inclusive narratives. Thanks to this change, the sexual wellness category has become more open, diverse, and relatable.
Consumers, especially those who feel pressured around Valentine’s Day, will appreciate gifts that tackle underserved or taboo topics, such as intimacy issues or performance pressure.
What should businesses buy?
This key trend suggests offering products that support sexual wellness, like gender-inclusive post-intercourse kits, conception-related items, UTI tests, and products addressing sexual dysfunction. Brands that help normalize conversations around safe sex (like those offering condoms and other sexual health products) are also likely to resonate with these consumers on Valentine’s Day.
5. Gifts from the earth
The “preservation mode” trend focuses on appreciating and caring for the planet and people. In this mindset (called ReGen and Preservationist), consumers will love products that reflect nature and use sustainable, eco-friendly materials. These consumers seek items that counter wasteful gifting practices, like greeting cards, fake flowers, and disposable packaging.
What should businesses buy?
Retailers should stock products made from reusable, regenerative, or zero-waste materials. These can include biodegradable bottles or upcycled containers. Additionally, brands that use their products to highlight environmental issues will resonate with this audience. Lastly, businesses can also offer packaging that mimics natural shapes (like stones or shells) so consumers can reuse them as keepsakes.
6. Extraterrestrial aesthetics
Even galactic and digital aesthetics are getting the Valentine’s treatment in 2025. This trend caters to consumers with a curiosity about life beyond Earth and is also influenced by the resurgence of Y2K fashion. These futuristic, otherworldly looks appeal especially to younger consumers who value online relationships and digital connections.
What should businesses buy?
Focus on stocking makeup products in futuristic shades like Glacial Blue Shimmer and Midnight Plum, featuring sustainable pigments. Businesses should also encourage freestyle, anti-perfectionist makeup application with products like glitter that consumers can apply by hand. Additionally, avant-garde, reusable stick-on nails will also be superb for those who love creating surrealist, futuristic nail designs at home.
Bottom line
Valentine’s Day 2025 will be all about offering gifts that go beyond romantic relationships. Self-gifting is also becoming a trend, as are gifts for friends and family as a celebration of love. Additionally, gifts that offer wellness support and self-care will continue to gain more traction. Even what people previously considered “taboo” (like sexual wellness) will join the ranks of top-rated gifts to sell this upcoming Valentine’s Day. Lastly, don’t forget to maintain a sustainability-focused narrative for those consumers looking to cut down on waste.
