From Sweethearts to situationships: 2024 Valentine’s Day trends (2024)

FAQs

What are the consumer trends for Valentine's Day 2024? ›

Some 33% will shop in department stores, while 31% will head to discount stores, and 17% will buy from florists, the NRF notes. Candy (at 57%), greeting cards (40%), and flowers (39%) will be the most popular gifts. But don't discount an evening out, which ranks at No. 4 with 32%.

Valentine's Day doesn't have to be some big, love-filled holiday. It can be whatever you want it to be, and it shouldn't be weird to celebrate with your situationship. It's time to create your own expectations for the holiday and spend the day doing what makes you happy.

Sweethearts was among the famous brands acquired by Spangler Candy Company in 2018 after NECCO filed for bankruptcy. The brand of candy was re-released in 2020. Sweethearts is one of those rare brands beloved by multiple generations. They are shared between friends, family, lovers and everything in between.

This display of love will not come cheap. The National Retail Federation (NRF) estimates that consumers will spend a record $25.8 billion, an average of $185.81 per person, on Valentine's Day in 2024. It is no wonder that US retailers love the holiday. So, who was this Saint Valentine to whom they owe the windfall?

Beyond The Classic Heart-Shaped Bouquet And Chocolates

While flowers, candy and greeting cards still top the list of main gifts, younger generations are shifting the way Valentine's Day is being celebrated, looking beyond traditional gifts.

A simple “Have a good day ;)” or, if you're feeling brave, “Happy V-Day,” can be effective.

Situationship is another the current term for 'hanging out' or when two people who are exploring a 'thing'. It's considered a casual relationship without a label.

Situationships can be defined as "romantic relationships with no clarity or label."1 They might include affection, sexual behaviors, and spending time together but also involve low levels of commitment. Put simply, a situationship is essentially a relationship without any commitment, says Dr. Romanoff.

What is a casual situationship? ›

It's emotionally connected, but without commitment or future planning. The labels “boyfriend” and “girlfriend” don't really apply, but it's way beyond a casual hookup. It includes going on dates, having sex, and building intimacy without a clear objective in mind. Enter “situationship.”

Around 224 million roses are grown specifically for Valentine's Day. Roughly 6 million people get engaged on Valentine's Day.

The two oldest candy types are licorice and ginger. The historical roots of licorice are found in the early years of man's appearance. In particular, many licorice were eaten by Pharaohs and Prophets. The licorice comes from a plant called “Glycyrrhiza” which in Greek means «sweet root».

Necco (or NECCO /ˈnɛkoʊ/ NEK-oh) was an American manufacturer of candy created in 1901 as the New England Confectionery Company through the merger of several small confectionery companies located in the Greater Boston area, with ancestral companies dating back to the 1840s.

Set your sights on the right target

On Valentine's Day, men are the big spenders – in fact, men spend about twice as much as women on Valentine's gifts. For many brands and advertisers, it might well be worth creating a campaign focusing on a male audience. Also, the typical Valentine's day shopper tends to be younger.

According to Drive Research, 52% of Americans will be celebrating Valentine's Day in 2024. 35% of consumers will shop online for gifts. 3 out of 10 of those celebrating will go into credit card debt doing it! Valentine's Day spending is projected to average $192 which is up from 2022's $175.

Overall, 61% of consumers (+4 points from 2023) plan to celebrate the holiday, with Gen Z and Millennials even more likely to say they will celebrate (66% and 64%, respectively).

Valentine's Day, once a modest celebration of love, has undergone a remarkable transformation in India in recent times. The traditional concept of expressing affection has evolved into a commercial extravaganza, influenced by global trends and marketing strategies.