Future in Focus: Anti-Algorithm Valentine’s Day

This Valentine’s Day, consumers are craving connection that feels personal and tangible. 

In an era defined by instant messages and algorithm-driven gifting, many are connecting with more sentimental keepsakes, as nostalgic, crafted and thoughtful gifts and greetings emerge across the market.  

Love Gone Analogue 

Back in 2024, we forecast that Valentine’s Day 2026 would be all about a renewed appreciation for snail mail as a heartfelt and intentional form of communication. These tactile displays of love, both romantic and platonic, tap into the rise of analogue sends.  

Nostalgic, hand-written love letters, cards, notes sent in the mail tap into a shift between slower pace celebrations and a romanticised analogue movement. For brands, this creates opportunity to reimagine Valentine’s ranges with a focus on personalised keepsakes and sentimental sends. 

As this trend gains momentum, London hotel Claridge’s has appointed Charlie Child as their ‘Poet In Residence’ for Valentine’s week, penning personalised poetry and love letters for visitors to gift to loved ones. The initiative taps directly into the desire for slower, more intentional expressions of affection, elevating handwriting and creative authorship into a luxury experience. 

This signals an exciting opportunity for brands to romanticise the everyday using tactile, hand-written moments to create emotional depth and memorability. Whether through personalised notes, bespoke illustrations, or analogue activations, these gestures feel intimate, thoughtful – designed to be kept, revisited, and cherished long after the moment has passed. 

The Rise of Keepsakes 

This analogue resurgence sees the rise of keepsake worthy greetings that double up as gifts – a low cost and sentimental alternative to the classic box of chocolates. For many consumers, a hand-written greeting can hold more emotional weight than an expensive gift, especially among younger consumers who are redefining what “meaningful” looks like. 

Brands should consider how to add value to these paper keepsakes – think collaged cut outs, embroidered details, wearable cards and multi-use sends.  

Alongside this, personalised gifting continues to rise. Framed photobooth strips with custom mounts, handwritten annotations, and artful, one-of-a-kind creations are emerging as thoughtful tokens of affection. These are designed to be displayed, treasured, and revisited long after Valentine’s Day has passed. 

What will Valentine’s Day look like in 2027? 

What comes next? This desire for tactile greetings and analogue media will see a growing interest in DIY gifting. In line with the hobbyist crafting boom, 2027 will see a new era of love letters and DIY Valentine’s sends.

In our 2027 Valentine’s Day forecast we explore how analogue gifting will evolve; from the rise of paper crafts to sentimental ephemera.  

For brands, retailers, and creatives, this presents opportunities to support analogue creativity – through stationery, DIY kits, craft materials, workshops, and storytelling.  

Want to get ahead of next year’s Valentine’s Day planning?

Dive into our 2027 Valentine’s Day report, which is available as part of our Seasonal & Celebration My TrendBible Subscription.  With directions for flavours, fragrances and florals, alongside key themes, narratives and product applications, this report is a go-to source of inspiration for brands who are looking ahead.