Popularity vs. Profitability
A critical finding in the research is the disconnect between gift volume and economic value. While 57% of consumers buy candy, it accounts for a fraction of the total spend compared to 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
Candy is the most universal gift, purchased by over half of all shoppers.
Economic Note
"Inflationary pressure on cocoa has led to 'shrinkflation' in chocolate gifts, yet consumer demand remains inelastic for this holiday staple."
Who Gets the Love?
The recipient list is expanding. While partners are the primary focus, the "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 legitimate Valentine's recipients. 32% of all consumers plan to buy a gift for their pet.
Friends & Co-workers
🥂Spending on friends (Galentine's) and co-workers reflects a shift towards platonic appreciation.
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