Is Valentine’s Day Losing Its Spark? Consumer Interest Drops for the Third Year in a Row

For decades, Valentine’s Day has been a staple of romance, marked by candlelit dinners, boxes of chocolates, and extravagant floral surprises.

But recent data suggests that consumer enthusiasm for the holiday is cooling. Traditional gifts are losing their appeal, and for the third consecutive year, overall interest in Valentine’s Day is on the decline.

A Shift in the Celebration of Love

According to The Zeta Data Cloud, which analyzes behavioral signals from over 245M+ consumers including the online content they engage with and consume, interest in Valentine’s Day dropped 12% compared to 2024. This shows a broader declining trend in the holiday: Consumer interest is down 20% in 2025 compared to 2023, and down 27% compared to 2022. 

However, just a few years ago, interest spiked by 212% in 2022 compared to 2021—likely due to a post-pandemic rebound. 

And it’s not just a niche group—our analysis found no significant differences in Valentine’s Day content consumption based on gender or generation, suggesting that this shift is widespread. 

Valentine’s Day 2025 Trends: Experiences Are the New Love Language

Rather than indulging in sweets, more consumers are opting for experiential gifts, which offer lasting memories rather than momentary indulgence.  

Our data revealed a: 

• 104% increase in interest in massage services compared to 2024.

• 238% surge in event tickets compared to 2024.

• 59% uptick in travel compared to 2024.

• 21% increase in movies compared to 2024.

But a 13% decline in interest in candy and cookies. This suggests that consumers are shifting away from material gifts this year in favor of shared experiences—whether that means a spa day, a concert, or a romantic getaway. 

This trend aligns with a growing consumer preference for personalized, meaningful gifts that create moments rather than clutter.  

What Consumers Are Interested in This Valentine’s Day

Beyond experiences, what else is capturing consumer interest?  

According to our data-driven insights, those engaging with Valentine’s Day content are also interested in: 

• Gifts: 

• • Interest in fragrances is up 31% YOY 

• • Interest in luxury watches is up 140% YOY 

• Bridgerton (yes, romance is still alive!) 

• Spanx 

• Historical fiction 

• Handbags 

And while candy is out, flowers are still synonymous with Valentine’s Day. While overall interest in florists is down slightly this year overall, that interest jumped 52% in the days before the holiday.  

The Future of Valentine’s Day Marketing

While interest in the holiday itself may be declining, the way people celebrate is simply evolving. It’s less about gifts and dinner reservations on a specific day and more about the feelings and experiences consumers want to have. 

We also see changing trends such as Galentine’s Day, which grows in prominence each year. This is a play on Valentine’s, but with a focus on female friendships instead of romantic relationships. Considering that 31% of U.S. adults are single (as of 2020), and half of them are “not looking,” the future of Valentine’s Day isn’t just about candy, flowers, and romance. 

Key Takeaways for Marketers

For brands, these Valentine’s Day 2025 trends present unique opportunities to refine marketing strategies. Understanding what today’s Valentine’s Day shoppers are engaging with can help retailers craft more targeted and effective campaigns. 

Here are the key takeaways: 

• Shift focus from traditional gifts to experiences like massages, travel, and event tickets. 

• Look for unique alternatives to traditional gift items, like small-batch truffles from a local chocolatier instead of traditional big-box chocolate brands. 

• Tap into correlated interests like fashion, literature, and entertainment. 

Finally, recognize that Valentine’s Day isn’t disappearing—it’s transforming. 

P.S. Are you curious about this data? Learn more about the Zeta Data Cloud.