From decadent chocolate boxes to fluffy stuffed animals to delightful perfumes, Valentine’s Day is a time when consumers are treating someone they care about to a special gift that demonstrates their love. Valentine’s Day is a popular gift giving opportunity for shoppers. It is the sixth largest consumer spending day in the U.S., according to Statista.1 And more than 52% of consumers surveyed by the National Retail Federation said they will be partaking in the holiday.2
Beauty products are one of the most requested gifts for Valentine’s Day, according to a 2021 report by Bazaarvoice’s Influenster.3 In the report, about 70% of consumers said they preferred beauty and cosmetic products over other gifts.4 Therefore, beauty brands have the opportunity to engage gift shoppers ahead of Valentine’s Day. Here are some tips about Valentine’s Day shopping trends that could help beauty brands drive awareness, consideration, and purchase.
Valentine’s Day shoppers start browsing ahead of the holiday
Beauty products are among the top 10 most gifted items during the Valentine’s Day season in Amazon’s store.5 And shoppers start looking for gift options weeks before the holiday.6 In fact, Valentine’s Day gift browsing in Amazon’s store steadily builds throughout January and peaks the first 10 days in February.7
Among beauty products Valentine’s Day shoppers consider, hair care, beauty appliances, and skincare are the top most purchased beauty products in Amazon’s store during the holiday.8 And for luxury beauty products, luxury skincare, professional salon and spa, and professional skincare products are the most purchased items from Amazon’s store during Valentine’s Day.9 Beauty brands may want to consider building campaigns around similar beauty products using solutions like Streaming TV ads, Sponsored Display, and Sponsored Products and running those campaigns weeks before Valentine’s Day in order to pique shoppers’ interests.
Engaging Valentine’s Day shoppers before and after purchase
1 “Total expected Valentine's Day spending in the United States from 2009 to 2021,” Statista, US
2 NRF’s Valentine’s Day Spending Survey, conducted by Prosper Insights & Analytics, 2021, US
3-4 Bazaarvoice’s Influenster, 2021, US
5-9 Amazon internal, December 2020 – February 2021, US
10-12 Amazon internal, January 2019 – September 2021, US