As Valentine’s Day approaches, retailers have a last-minute opportunity to capture consumer interest, with Google Search trends revealing how shoppers are planning for the occasion. From the growing popularity of self-care and non-romantic celebrations to increased demand for AI-powered gift recommendations, brands are being encouraged to tailor their campaigns to align with shifting consumer behaviour.
Sophie Neary, Managing Director of Retail and Consumer Goods at Google, shared insights into how brands can capitalise on this evolving landscape:
“Single and ready to mingle? Or loved up and looking to ditch the predictable roses and chocolates this Valentine’s Day?
“As brands gear up for a fabulous February 14th, Google Search trends reveal that, more than ever, consumers are looking for love, self-love, friendship, and what’s ‘hot’ and ‘not’ this year!
“Last year, Valentine’s Day spending in the UK soared to £2,058 million—a whopping 50% increase from the year before. Over the past 24 hours [as of Mon 10 Feb], the UK became the #2 country searching around Valentine’s Day worldwide, after Nepal—suggesting there is still opportunity for retailers to capture customers still seeking to celebrate this moment.”
Shifting Attitudes: Beyond Traditional Romance
While Valentine’s Day has long been associated with romantic relationships, search trends indicate that consumers are expanding their focus:
- Online dating remains a priority, with searches for “exclusive dating app” up 350%, while “neurodivergent dating app” has increased 250% in the past week.
- Singles are exploring offline connections, as “how to meet someone without online dating?” emerges as a top-trending search.
- Friendship-based celebrations are on the rise, with “Galentine’s Day” searches up 23%, while “what is a bruv date?” is gaining interest, indicating a cultural shift towards celebrating all forms of relationships.
- Self-care is becoming a Valentine’s Day trend, with searches up 70% year-over-year, showing that many consumers are prioritising personal wellbeing alongside traditional gifting.
Retail Insights: AI-Driven Gifting, Meal Deals, and YouTube Influence
With more than half of Valentine’s Day searches occurring in the final two weeks, retailers still have time to target last-minute shoppers:
- AI is playing a growing role in gift shopping, with 45% of consumers interested in using AI to find the perfect present.
- Men’s gifting is a key focus, as “Valentine’s gifts for men” searches have risen 29%, indicating strong demand.
- Food and drink remain central to celebrations, with “Valentine’s meal deals” up 68% year-over-year and “pancake for 2” recipes trending on YouTube.
- YouTube continues to shape shopping behaviour, with a 32% YoY increase in views for ‘gift’ content and 80 million views on unboxing videos in February 2024.
Fashion and Beauty: Dressing for the Occasion
Personal style remains a key consideration for consumers preparing for Valentine’s Day:
- “Casual first date outfit” was one of last week’s top trending queries, showing demand for effortless yet stylish looks.
- Searches for “Valentine’s outfit” have increased 37%, reinforcing consumer interest in styling for the occasion.
- Beauty trends are also growing, with “Valentine’s nails” seeing a 23% year-over-year increase, highlighting interest in themed personal grooming.
Final Surge: Retailers Encouraged to Capture Last-Minute Demand
Sophie Neary encourages brands to act quickly and leverage these trends:
“Experiential marketers have long known that connecting directly with consumers helps to build brand awareness and loyalty. Well, now is the time to lean in. Singles burnt-out from swiping continue to rise—making ‘how to meet someone without online dating?’ a top trending question.
“It’s not all about diamonds and dancing. ‘Galentine’s Day’ searches are up +23% and the growing curiosity around ‘what is a bruv date?’ proves that romance isn’t the only kind of love worth celebrating.
“From outfits to grocery to gifting, you may not know where to start to help capture the demand. We know that 45% of people would be interested in using AI to find the perfect gift, but don’t forget that Google’s AI can also help you to discover the clicks most likely to convert.
“We also know that consumers across the UK turn to Google for inspiration every day. Whether it’s Search, where Trends data helps you meet the customer where they are, Lens, which processes an immense 20 billion visual searches a month, or YouTube, which has seen a 32% year-on-year increase in views for ‘gift’ content.
“So, with more than half of Valentine’s Day searches happening in the final two weeks, use these insights to ready yourself for the final surge. Tailor your marketing campaigns, capture those hearts, and boost those sales this Valentine’s Day!”
With the UK currently ranking second globally for Valentine’s Day-related searches, retailers who act fast to align their messaging with these trends could see a significant uplift in engagement and sales.
