Valentine’s Day is often treated as a lightweight retail moment: flowers, chocolates, a quick campaign sprint, and then back to business. But Klaviyo data tells a very different story.
For thousands of ecommerce brands, Valentine’s Day behaves less like a single shopping spike and more like a relationship-driven revenue window—one defined by early browsing, emotional intent, disciplined discounting, and a sharp rise in last-mile urgency. It’s a holiday where timing, relevance, and channel orchestration matter more than price.
This year’s data reveals how brands won Valentine’s Day by leaning into owned channels, especially text messaging, and by treating shoppers less like deal-seekers and more like people trying to get the perfect gift for their loved ones.
Below, we break down the defining patterns of the Valentine’s Day shopping period and what brands should do next.
Valentine’s Day is no longer a one-day event
Valentine’s Day shopping starts far earlier than the calendar suggests
Klaviyo data shows brands begin referencing Valentine’s Day in campaigns in the first days of January, with messaging steadily increasing throughout the month. Activity accelerates meaningfully by late January, nearly 3 weeks before February 14, and continues building into the final days of the season.
Rather than a single spike, Valentine’s Day plays out as a long ramp. That shift reflects how shoppers behave: exploring options early, narrowing choices over time, and waiting to buy until the moment feels right.
What to do with this data
Treat Valentine’s Day like a relationship runway. Start earlier with messaging that helps shoppers explore and compare. Early engagement creates valuable context about what people are interested in, what they revisit, and what they ignore. Use that data to make later messages feel timely and personalized.
Text messaging spikes when urgency peaks
As Valentine’s Day approaches, channel mix changes
Text message marketing increases steadily throughout the season, then spikes sharply on February 14. On the holiday itself, more than 40% of text message campaigns reference Valentine’s Day, and 12% of all peak-period Valentine’s mentions happen on that single day.
This final surge highlights the role of text messaging in moments of urgency. When time is tight and intent is high, shoppers look for fast, direct communication that helps them decide.
What to do with this data
Use text messaging when timing matters most. Reserve texts for last-mile moments, like shipping cutoffs, pickup confirmations, digital gifts, and availability updates. This channel performs best when it reduces uncertainty.
Valentine’s Day shows up most in emotionally driven categories
Valentine’s Day doesn’t matter equally across every category
Jewelry leads Valentine’s Day messaging, with roughly 31% of campaigns referencing the holiday this year. But food & beverage and pet products follow closely, reflecting how shoppers are spreading Valentine’s spending across everyday indulgences and gifts for pets, not just romantic partners.
By contrast, categories like electronics, toys, and sporting goods lean into Valentine’s Day far less.
What to do with this data
Anchor Valentine’s messaging in why people buy, not what the holiday expects. If your product fits moments of care, indulgence, or appreciation, lean into that emotional context. If it doesn’t, forcing a Valentine’s narrative can feel disconnected. Shoppers respond when the message matches the meaning.
Email anchors performance while text messaging delivers faster growth
Owned channels continue to carry Valentine’s Day performance
Across Klaviyo brands, email revenue is up +13.8% year over year, while text message revenue is up +25% during the Valentine’s shopping period. Both channels outperform overall ecommerce growth and significantly outpace other digital channels.
The pattern mirrors what brands see during larger peak moments: email provides consistency and scale, while text messaging captures urgency and intent. Used together, they guide shoppers from browsing to buying without overwhelming them.
What to do with this data
Design Valentine’s journeys across email and texting. Use email earlier in the season to help shoppers explore and decide. As urgency increases, let text messaging step in to support fast decisions. Shared segmentation and coordinated timing keep the experience connected as pace increases.
Love isn’t on sale this year
Valentine’s Day has never been driven by aggressive discounting
Across email and text messaging, average discount rates are lower than last year, signaling that brands are relying less on price cuts and more on relevance, timing, and message fit. Discounts remain modest through most of the season, with only a slight uptick expected in the final days for last-minute shoppers.
Instead of pushing harder on price, brands may have to earn attention in other ways, such as limited edition products, collections, or colorways for Valentine’s Day.
What to do with this data
Compete on clarity, not cost. Focus on delivery confidence, curated selections, and thoughtful framing. When purchases are motivated by a holiday or event, brands know deep discounts may only go so far in converting a shopper who’s looking for reliance and reassurance.
First comes browsing, then comes buying
Valentine’s Day shoppers are more intentional than the stereotype suggests
Last-minute Valentine’s Day shoppers may not be as common as you might suspect.
Product views during the Valentine’s shopping period are up nearly +30% year over year, showing that shoppers are browsing earlier and more deliberately. Purchases, however, are back-weighted toward the end of the season. As February 14 approaches, browsing becomes more intentional, and shoppers require fewer views to convert.
Early interest doesn’t disappear. It accumulates.
What to do with this data
Use early browsing signals to guide late-stage outreach. Capture product and category interest early, then revisit that intent closer to the holiday. Timely reminders and availability nudges feel useful when shoppers are already considering a purchase.
Valentine’s Day rewards relationship-driven brands
Zooming out, Valentine’s Day behaves like a smaller version of BFCM.
Brands that rely on owned channels, strong first-party data signals, and relevance-driven timing outperform those leaning on volume or discounts. Shoppers respond to brands that respect their time, understand their intent, and show up when it matters.
Valentine’s Day may be brief. But it’s becoming a clear test of how well brands know their customers, and how confidently they act on that understanding.
Methodology
This analysis examines same-site shopping and marketing activity across a cohort of GMV-producing Klaviyo customers during the Valentine's Day peak shopping period, January 26 through February 14, comparing 2025 to 2026 year-to-date. All data is anonymized and aggregated.
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