by Kate Ankeny | Jan 31, 2023
For many people, Valentine’s Day goes well beyond treating a romantic partner to a special gift. It’s a day to show everyone we care about how much we love them. According to the National Retail Federation (NRF), in 2023 spending on friends and loved ones for the holiday is expected to reach $25.9 billion, up from $23.9 billion in 2022.
This year, 52% of consumers anticipate celebrating Valentine’s Day with an average spending of $192.80 each, up from $175 in 2022. Consumers are looking to show appreciation for all of the close relationships in their lives including their pets, their children’s teachers, and their co-workers. This year, we’ll see a continued increase in the celebration of the adjacent Galentine’s Day as well. The top destination to purchase gifts will be online (34%), with candy (57%), greeting cards (40%), flowers (37%), an evening out (32%), jewelry (21%), gift cards (20%) and clothing (19%) coming in as top gifts (NRF).
Trends this Valentine’s Day will fall somewhere on the spectrum between simple, organic, and romantic to a bold, digital, high-octane aesthetic. Popular colors will be neon pinks, deep lavenders, sunflower yellows, and iridescent tones. The trends for Valentine’s 2023 will fall into these categories: PersonalizedCouples Gifting, Galentines, Simplified Romantic, Valentine’s Humor, and Nature Inspired.
Left/top: Felt Punch Needle Mug Rug Coaster Kit from PunchyStuff right/bottom: Wood Exploding Heart Kit from SliceofPiQuilts
Personalized Couples Gifting
Customizable gifts for couples are a popular gift item this year. These items are simple yet romantic and typically fall into the decor, jewelry or apparel categories.
Product Ideas
• Name signs and wall art
• Necklaces, bracelets with couples names
• Mugs or cups with customized Valentine’s message
• Matching shirts
• Custom music plaques of “your song”
Galentines Day
Shoppers are interested in celebrating the special friendships in their lives for Valentine’s Day. Observed on February 13th, the day before Valentine’s Day, Galentine’s Day celebrates platonic friendships, usually among women. Searches for “Galentines Day Gift” have a monthly average of 3,160 on Etsy and 4,440 on Google.
Other Non Romantic Valentine Ideas:
• Neighbors
• Teachers
• Classmates
• Co-workers
• Pets
• Friendship day
• Random acts of kindness
Product Ideas
• Girls game night (board game supplies, party decor)
• Items with witty quote (candles, apparel)
• Products in the shape/style of candy hearts
• Personalized item with friend name (cups, jewelry boxes)
• Themed decor for a Galentine’s Day party (banners, table settings)
Simplified Romantic
We’ll see a lot of paired down, classic items like heart-shaped forms, retro floral patterns and meaningful DIY keepsakes this year. Items are meant to be more timeless that recipients can cherish beyond the holiday. Etsy has seen a 30% YoY increase in searches containing “chrome heart ring”.
Product Ideas
• Heart wall art and home decor
• Heart ornaments, felt hearts
• Simple heart pendant jewelry
• Knitted heart winter hats
• Flowers in a reusable vase or pitcher
• Heart/flower embroidery kits
Valentine’s Humor
Many couples or singles plan to celebrate the holiday with a little bit of humor. Items will include decor and cards with funny quotes, candy hearts and Valentine’s gnomes.
Product Ideas
• Cards, apparel and decor with humourous quotes
• Candy hearts with non-traditional expressions
• Valentines Gnomes
Nature Inspired
Nature inspired gifts will include items with earth-tone palettes and organic forms. More rustic materials will appear in this category, such as woven baskets, quilted tapestries and wooden hearts. We’ll see mushroom motifs and dried flowers pop up in this category. Etsy has seen a 20% YoY increase in searches containing “wooden mushroom”.
Product Ideas
• Wooden heart wall art, puzzles
• Knitwear in natural tones
• Plants with handmade ceramic potholders
• Dried flowers presented in vintage colored glassware or ceramic vases
• Mushroom motif wall art and home decor
While the mainstays will remain, gifting this Valentine’s will focus more on new takes on the traditional. Shoppers this year will embrace the duality of vibrant, bright, and bold colors with those that have earth-tone color palettes and organic forms. With so much turbulence and uncertainty over the last few years, shoppers are seeking out community and self-care more than ever. This means they are shopping locally and seeking connections to items that are handmade.
Kate Ankeny
Operations Manager and Outreach Coordinator
Kate has a background working in the arts non-profit, marketing, and design industries. She has coordinated with craft business owners to put on workshops, guest artist residencies, discussions, and large scale creative events. In her design business, she creates visual branding, websites and promotional pieces for creative entrepreneurs. She lives in Silverthorne, Colorado.
Jonathan Loweon February 9, 2023 at 1:44 am
Good morning, Ms. Ankeny. I’m a producer at WCCO Radio in Minneapolis/St. Paul. I ran across your article on Valentine’s Day trends for this year and was wondering if you had availability for a phone interview this Sunday night (2/12). I know that it’s late notice for the interview, as well as the timing to pick up any of the gifts suggested in your article, but I was hoping you might still have the time for the interview.
It would be timed for 6:35 PM MT (7:35 PM CT) live over the radio. If you could please reply to the referenced email with you availability, it would be greatly appreciated. Thank you in advance for your time and consideration.Reply
