In the 18th century, friends and lovers would exchange tokens of affection and handwritten notes. In the 1900’s, cards began to be printed. The history of Valentine’s day has come a long way in terms of how consumers shop for love. During this season of romance, the Trendalytics team has compiled the latest trends for this Valentine’s Day, and it shows that the reason to celebrate this holiday is no longer exclusive to those in love.
GIFTS FOR HER
Why do retailers care about the day of love? For starters, Valentine’s Day contributed 19.6B to the economy in 2018  – an increase from 2017. Additionally, US consumers are expected to spend an average of $144 for themselves or their loved ones.
Pajamas as sleepwear have had strong growth over the past 3 years with success particularly in the holidays. Lingerie has been a growing market and women are looking for comfort this Valentine’s Day season. Soft cups  and bralettes  have also risen in popularity, and bralettes in stock have risen by 123%  since 2016. Pink is also a Valentine’s color that can easily transition to Easter and Mother’s Day versus the traditional Valentine’s red.
For the ladies, this is the time of year to #treatyourself to a self-purchase. Friendly greeting cards are purchased to celebrate this micro-holiday. Galentine’s Day party favors could include chocolates, pink candles, bath bombs, and other beauty products. Pajamas and fun renditions on traditional celebratory beverages are also included.
FOR THE PETS
As Mark Twain once said, “The more I learn about people, the more I like my dog.” $751M is predicted to be spent on our pets  – a 27% increase from previous years according to the National Retail Federation. “Millennials are the largest generation of pet owners,” said Katherine Cullen, NRF’s director of retail and consumer insights.
ANTI VALENTINE’S DAY
For those who aren’t as smitten, graphic tees or beauty products with funny and snarky verbiage that dismiss romance are also having their moment. Jewelry and other products that can be used to convey the dismissal of love fall into this category.
GIVE ME SOMETHING TO REMEMBER
Couples and singles are discovering new ways to treat themselves and their partner for Valentine’s Day. 23.7%  of 18-35 year old’s in the US are planning to treat themselves or their loved one with an experiential gift and 42.3%  would love to receive one! It could be anything from a trip to Paris or tickets to their favorite band and is a wonderful way to try something beyond the typical box of chocolates.
Whether you’re single or in a relationship, there are several ways you can enjoy the love you have for yourself and others.
-Valentine’s Day is not just for those with a significant other. Reason for gifting has diversified to self-love, appreciating our furry pets, finding new experiences, or even protesting the holiday.
-Sleepwear category is a winning category from Q4 that will continue through Easter and Mother’s Day.