Why Retailers Are Targeting Singles This Valentine’s Day

By: Anneken Tappe · February 14, 2024 · Reading Time: 2 minutes

Reinventing Valentine’s Day

It’s Valentine’s Day, but before you roll your eyes, get this: It’s no longer just a holiday for lovey-dovey couples.

In fact, with nearly half of U.S. adults being single per the U.S. Census Bureau retailers are setting their sights on a perhaps surprising demographic.

Retailers Adjust

If Valentine’s Day isn’t just about celebrating romantic love, the gifting opportunities are endless. For one, self-love and self-gifting are increasingly a thing. Treat yourself, America!

Target (TGT) is advertising heart-themed apparel for the whole family, and Etsy (ETSY) shoppers can now select “myself” as the recipient of Valentine’s Day gifts.

Even retailers that might be typically associated with romantic gifts are getting in on the trend. For example, diamond company De Beers has long been encouraging women to start their “right hand ring” collection. And men’s grooming retailer Bevel is offering Valentine’s Day discounts with the tagline, “Treat yourself with goods made just for you”. Companies and consumers seem to be reimagining Valentine’s Day as a more inclusive holiday for singles who may have once felt left out.

Self-Love Day

Broadening the appeal of Valentine’s Day shopping may not just be about self-love. Last year, overall sales of discretionary items were down in the two weeks ahead of the holiday, even though more than a third of consumers said they bought themselves a gift, according to market research firm Circana.

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