This Valentine’s Day is about “self care”

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 11, 2021, 10:14 AM UTC

The pandemic has made a deep impact on the consumer's approach to the festival of love.

According to National Retail Federation, US adults are expected to spend a total of $21.8 billion on this Valentine’s Day, down from $27.4 billion in 2020. Consumers are expected to focus more on “self care” items and even gifts for pets this year. Bouq’s – a DTC flower company – observed their “buying for oneself” category to increase from 6% in 2019 to 10.5% in 2020.

With COVID-19 continuing to influence consumer lifestyles, this Valentine’s Day is expected to be different. DTC brands are seeing an increase in sales in food and wine categories. A DTC innerwear brand ThirdLove further reported a surge in underwear sales.

 ThirdLove’s CEO Heidi Zak said, “Covid was a catalyst in the trend towards comfort”.  Marketers are also expanding ad messages to include more than just romantic partners to address this shift in consumer behaviour.

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