What Does Love Look Like in 2025?

Smytten Pulse Insights You Can’t Miss

Uncover what consumers want this Valentine’s Day - luxury or discovery, experiences or products, and key purchase drivers.

Valentine’s Day is a time when emotions run high, shaping unique purchasing behaviours centred around meaningful connections. From gift preferences to research habits, understanding these motivations is key to crafting resonant marketing strategies.

At Smytten Pulse, we decode these evolving trends through data-driven insights, enabling brands to create campaigns that truly connect. With actionable insights on how consumers engage with products and services, businesses can make better-informed decisions that boost engagement and results during this crucial season.

Gifts Beat Getaways

Consumers are prioritising material gifts, valuing the lasting emotional significance they offer. However, experiential gifting is gaining momentum as people seek memorable experiences to share with loved ones. This shift reflects evolving expectations - where consumers desire both tangible keepsakes and impactful moments.

Pulse Find 🔎 : Product-focused brands should capitalise on the strong demand for gifts. Experience brands can enhance their appeal by bundling products with experiences to promote lasting memories.

Trust Battle: Friends vs Influencers

Today’s consumers rely heavily on self-research when making purchase decisions, bypassing both influencers and friends for recommendations. Authenticity and transparency are key to building trust. While influencers still have a role, only 7% of consumers fully trust their endorsements

Pulse Find 🔎 : Focus on relatable storytelling and peer-like credibility. Brands that offer genuine narratives and empower self-discovery will thrive in this research-driven buying landscape.

Multipacks Beat Luxury

Multi-pack gift sets are becoming the top choice for Valentine’s Day, offering variety, convenience, and higher perceived value. These curated sets provide a thoughtful, personalised touch that resonates more than standalone luxury items.

Pulse Find 🔎 : Brands should create bundles tailored to different preferences and budgets. For luxury businesses, themed or limited-edition sets can drive exclusivity while offering variety—perfect for hesitant buyers.

Singles Want Love, But Also Discounts

Consumers are embracing inclusivity, with single-friendly campaigns celebrating self-love and friendship gaining popularity. This marks a shift beyond traditional couple-focused narratives. While offers remain important, consumers favour authentic campaigns that reflect diverse relationships and personal journeys.

Pulse Find 🔎 : Expand messaging to include singles, friends, and self-empowerment. This strategy builds stronger connections, enhances relatability, and boosts revenue through broader audience engagement.

Your Action Plan for Valentine’s Day 2025

This Valentine’s Day, consumers are prioritising thoughtful gifts, authenticity, and inclusivity. By understanding these evolving preferences—through insights into curated offerings, genuine storytelling, and diverse narratives—brands can craft impactful, emotionally resonant campaigns.

With data-backed strategies from Smytten Pulse, businesses can confidently meet consumer expectations and deliver memorable experiences that drive both connection and growth. Listening to your audience's values is key to winning hearts this season.

Are you ready to unlock insights that could transform your strategy? Partner with Smytten Pulse to explore consumer trends and position your business as a leader. 

Book a demo today.