14 February 2019
Valentine’s Day spending continues to grow in both the UK and US, with a predicted increase on 2018 as consumers are spending more than ever and gifting widely to other loved ones. Sales in the US are projected to reach more than $20 billion this year according to National Retail Federation. Despite the US seeing a decrease in consumers “officially” celebrating Valentine’s Day, many are still marking the event in some way. They may be planning to treat themselves or holding a get-together with family or single friends, therefore still contributing to overall spending for the holiday.
Our UK and US Trend Researchers were out analysing what is in store in for Valentine’s Day 2019 and exploring how these trends are reflecting consumer behaviour.
Today Valentine’s Day is about sharing the love with everyone, providing an alternative to over-commercialised products which suggest the occasion is only for those who can celebrate it romantically. Valentine’s Day has now opened up to everyone celebrating inclusivity and kindness and making other people and even yourself feel loved and appreciated. We see this demonstrated in gifts for friends and family and ‘just because’ cards.
‘Galentine’s Day’ continues to dominate this annual holiday of love as we see more product direction across retail. The meaning of ‘Galentines’ continues to evolve, moving beyond friendship towards helping females find solidarity to celebrate empowerment, togetherness and reinforcing sisterhood.
Over the past two years, the combination of candy pink and fierce red has grown in importance across gift and greetings. Being unashamedly feminine this colour combo makes a clashing statement evidencing sophistication across products.
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