Valentine’s Day sales take place in different countries across the globe. About 59% of consumers celebrate Valentine’s Day globally. This celebration often comes with unusual shopping activities by consumers hoping to grace their loved ones with gifts.
Here’s an example of how much people all around the world are willing to spend this season. In 2025, Americans are expected to spend $27.5 billion on Valentine’s Day, according to the National Retail Federation (NRF). This is an increase from last year’s $25.8 billion and slightly above the previous record of $27.4 billion set in 2020. Last year, over $6.4 billion was spent on jewellery alone on February 14th.
Here in Nigeria, reports from SMB Intelligence indicate that 33% of Nigerians plan to spend between ₦51,000 and ₦100,000 on Valentine’s Day, with about a quarter intending to spend between ₦10,000 and ₦50,000; additionally, nearly 5% of respondents anticipate spending over ₦500,000, defying economic pressures.
Valentine’s Day has, over time, proven to be one of the best marketing opportunities for making sales. One of the best platforms for Valentine’s Day sales is social media; the best way to start is with content!
Yes, you need to have started creating Valentine’s Day-themed content that provides value to your customers, including gift guides, romantic dinner date ideas, or even DIY gift-wrapping ideas.
This article will provide actionable strategies and content ideas for your 2025 Valentine’s Day sales success. First, let’s see the most favoured industries for this season.
What Business Categories Are the Most Favoured During Valentine’s Day Celebration?
Valentine’s Day celebration is a season of love and giving! It comes with a lot of consumer needs for gifts and romantic adventures. The industry most favoured is jewellery and brands that sell romantic pieces.
Other categories that see a significant boost during Valentine’s Day include florists, restaurants, chocolate shops, shopping malls, retail stores selling personal care items, and card shops. This does not mean you should not position your brand for sales this season, even if you’re not in those categories. Every business owner should be prepared as people have unique needs.
Some consumers might prefer buying cars, pets, or educational courses for their friends, family, and loved ones. Hence, it’s always important to be well-positioned and even inspire these unconventional gift items through strategic content creation and positioning.
While the norm might be jewellery, shopping malls, and fancy romantic date nights at restaurants, you can sort your products and package them into beautiful, presentable love gift items, encouraging customers to go for out-of-box gifts as their loved ones deserve something unique!
Social Media Strategies for 2025 Valentine’s Day Sales
1. Understand Consumer Behavior
During the Valentine’s Day season, consumers use social media platforms to research gifts, seek inspiration, and engage with brands. They browse through posts from brands, influencers, and friends to discover new gift ideas, see product reviews, compare prices, and get inspiration on unique or personalised gifts, often using platforms like Instagram, Facebook, TikTok, and Pinterest to visually explore options and gather ideas before making a purchase.
Specifically, this is how consumers use social media for gift research and inspiration:
- Visual Inspiration: Many people seeking gifts for their loved ones scroll through aesthetically pleasing content on platforms like Instagram and Pinterest to see trending gift ideas, colour palettes, and presentation styles. You can create content on gift ideas using your products and offer ideas on fascinating and irresistible presentation styles.
- Product Discovery: They also follow brands and influencers to see new product launches, limited-edition items, and curated gift guides specifically for Valentine’s Day. Can’t afford an influencer? No worries! Sneak into the influencer’s comment sessions and drop some comments to catch the follower’s attention!
- Reviews and User Feedback: Valentine’s Day buyers mostly go through comments and reviews on product posts to gauge customer satisfaction and potential quality issues. This is the time to let your good work speak for you. Make sure your users’ feedback can be easily found on your page.
- Price Comparison: They check prices across different brands and retailers on social media to find the best deals and promotions. I’m sure you know what to do about this. Put out your best price and stay competitive.
- Personalised Gift Ideas: People are also influenced by how others are celebrating Valentine’s Day on social media. This can spark ideas for unique or personalised gifts based on their partner’s interests. It is also popular to see people use social media to share potential gift ideas with friends and get their feedback on their choices. The lesson: don’t slow down at any point, look out for last-minute or even late purchases.
- Social Proof: Buyers can also be influenced by the “likes” and “shares” on a product post, indicating popularity and potential appeal to their partner. Some also participate in brand contests, polls, and interactive features to gather more information about potential gifts. Make your content fun, sweet, likeable, and shareable!
2. Observe Platform Trends
When preparing for Valentine’s Day’s sale, it is important to briefly analyse current social media trends relevant to Valentine’s Day, including popular hashtags, trending challenges, and influencer marketing.
Using popular hashtags for Valentine’s Day sales can significantly increase the visibility of a business’s products and promotions on social media. This allows them to reach a wider audience of potential customers actively searching for Valentine’s Day gifts using those specific hashtags, ultimately driving more sales.
Here are examples of popular hashtags for Valentine’s Day sales in 2025 you can start with #love, #valentinesday, #couplegoals, and #romance. Examples of trends include price promotions, contests and interactive social media posts.
Partnering with influencers can amplify your Valentine’s Day campaign and increase brand visibility. You can invite them to take over your social media accounts for a day. They can share their Valentine’s Day experiences, promote your products, and engage with your audience. However, look out for influencers who have, over time, capitalised on substance rather than superficiality.
If you are on a budget and cannot afford influencer marketing, you can still benefit from influencers without paying hefty fees! Here’s how:
- Engage in Their Comments: Comment on influencers’ Valentine’s Day posts with valuable insights or witty replies to get noticed by their audience.
- Leverage User-Generated Content: Share content from micro-influencers or everyday customers. You can also offer a small discount in exchange for a shoutout.
- Gift Your Product: Send your product to smaller influencers (nano or micro) who might post about it in appreciation, even without a paid deal.
3. Know Your Target Audience
There will be high competition for consumer pockets, so to create a successful campaign for this holiday, you must first identify your primary target audiences and tailor your creative, messaging, and promotions accordingly. Generally, the target audience for Valentine’s Day includes people in many different relationships, including romantic couples, friends, family, and singles.
There’s also a category that can include relationship audiences, jewellery buyers, getaway audiences, dining-out audiences, and celebrators. Now, you can niche down to your specific targets and create content that resonates with them.
You can target newly engaged, newly married, grandparents, teenagers, or even pet owners and curate your product into gift packages that suit your target audience!
Platform-Specific Strategies for Valentine’s Day Sales
Here are various strategies you can use to win on various social media platforms this Valentine’s Day:
A. Instagram
Instagram is best for visual romance. The content ideas you can implement include high-quality product photos, romantic lifestyle imagery, user-generated content campaigns, Valentine’s Day Reels/Stories, and influencer collaborations. Remember to make strategic use of relevant hashtags and engaging captions and promote a last-minute sale. You can also create a landing page or microsite and run competitions.
B. Facebook
On Facebook, you can create behind-the-scenes glimpses, offer Valentine’s Day contests/giveaways, tell heartwarming stories, blog post shares, and inspire community group engagement.
Here are examples of behind-the-scenes glimpses some Instagram vendors are using that you can leverage for your Facebook content:
1. Product Creation Process: Show how your Valentine’s Day products are made, from design to packaging.
2. Team Preparations: Share fun clips of your team packing orders, decorating the store, or brainstorming campaign ideas.
4 . Personalized Orders: Showcase special/custom gift requests being fulfilled.
5. Customer Order Journey: Film the process of packing and shipping a customer’s order (with their consent).
6. Behind-the-Scenes of a Giveaway: Show how winners are selected and their reactions.
C. TikTok
TikTok is fun when content is short, sweet, & shareable! You can leverage engaging, visually appealing content that aligns with current trends. Be sure to utilize relevant hashtags like #ValentinesDay and participate in popular challenges.
You can also encourage your customers to send in user-generated content and highlight special Valentine’s Day deals or gift ideas within your videos to capture the attention of a large, potentially interested audience on the platform.
For example, they can share photos or videos of them purchasing or using your product as part of their Valentine’s Day shopping or celebration with a special hashtag for a chance to win a discount or giveaway. They can also record their unboxing experience when they receive their Valentine’s Day orders and share their first impressions on social media, tagging your brand.
What Should Be Your Content Pillars for Valentine’s Day
You should focus on creating content around gift guides, romantic inspiration, humour, and behind-the-scenes. The watchword is high-quality visuals (photos, videos, and graphics).
Conclusion
In sum, your best marketing shouldn’t feel like marketing this Valentine’s Day season because people don’t buy what you do; they buy why you do it. So make them see why they should choose your products! Remember the saying, “Content is king, but distribution is queen, and she wears the pants”, so be sure to know who your message is for, where they are, and where to reach them. Don’t find customers for your products; find products that meet their Valentine’s needs. Remember, a brand is no longer what businesses tell the customer it is – it is what customers tell each other so keep your customers close and let their voices speak for you this season! Finally, keep in touch with relevant social media hashtags, trends, and influencer marketing, and we believe you’ll see a significant Valentine’s Day sale.
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