By Sophie Neary, Managing Director of Retail and Consumer Goods at Google
Single and ready to mingle? Or loved up and looking to ditch the predictable roses and chocolates this Valentine’s Day? As brands act this February 14th, Google Search trends reveal that, more than ever, consumers are looking for love, self-love, friendship, and what’s ‘hot’ and ‘not’ this year.
Last year, Valentine’s Day spending in the UK soared to £2,058 million – a whopping 50% increase from the year before. Over the past 24 hours, the UK became the #2 country searching around Valentine’s Day worldwide, after Nepal – suggesting there is still opportunity for retailers to capture customers still seeking to celebrate this moment.
And it’s not just about romance. It’s the perfect time for apparel brands to get creative with dressing for comfort. Alongside ‘first date’ searches reaching an all-time high in recent weeks, so many singles were searching for ‘casual first date outfit’ that it was one of the top trending queries.
For grocery brands, there’s no need to miss out on the Valentine’s wave. Budget-conscious consumers searching for ‘Valentine meal deals’ have increased by +68% year on year. The demand is clearly there, and smart marketers will be leaning in to provide enticing offers that help consumers create special moments at home.
Experiential marketers have long known that connecting directly with consumers helps to build brand awareness and loyalty. Well, now is the time to lean in. Singles burnt-out from swiping continue to rise – making ‘how to meet someone without online dating?’ a top trending question.
But Valentine’s Day isn’t just about couples. It’s not all about diamonds and dancing. ‘Galentine’s Day’ searches are up +23% and the growing curiosity around ‘what is a bruv date?’ proves that romance isn’t the only kind of love worth celebrating. This shift in consumer behaviour highlights an opportunity for brands to market towards platonic celebrations and self-care.
And speaking of self-care, it’s booming. According to Google, searches related to self-care have increased by a staggering 70% year over year. Beauty and wellness brands should take note – more consumers than ever are prioritising treating themselves.
From outfits to grocery to gifting, you may not know where to start to help capture the demand. We know that 45% of people would be interested in using AI to find the perfect gift, but don’t forget that Google’s AI can also help you to discover the clicks most likely to convert.
Technology is playing an increasing role in Valentine’s shopping habits. According to Google, YouTube has seen a 32% year-on-year increase in views for ‘gift’ content, and ‘unboxing’ videos racked up 80 million views in February 2024 alone. The way people search and shop is evolving, and brands that harness AI and digital platforms effectively will have the upper hand.
So, with more than half of Valentine’s Day searches happening in the final two weeks, use these insights to ready yourself for the final surge. Tailor your marketing campaigns, capture those hearts, and boost those sales this Valentine’s Day!
