Valentine’s Marketing: Has Love Become a Sales Strategy?
For those of us who don’t live under a rock, it's clear that Valentine’s marketing has stripped away much of the romance traditionally associated with this season. Businesses have successfully transformed this coveted romantic period into a prime opportunity to showcase their marketing prowess and drive sales. By 2025, Valentine’s Day has shifted from a celebration of love and romance to a strategic sales season.
Two out of every three social media posts this season promote business packages or special offers capitalizing on the emotions of love. Every industry is hopping on the bandwagon—it’s no longer just businesses specializing in gifts or household items meant for loved ones. Real estate firms, agritech startups, financial institutions, and legal firms are all leveraging Valentine’s Day to push their value propositions. A Valentine’s package is no longer just a bouquet of roses, a bottle of red wine, a chocolate cake, perfume, and scented candles. Today, it could be a basket of farm-fresh produce, a set of gadgets, a plot of land, a bucket of cleaning supplies, or even a medical check-up package focused on reproductive health, fertility, or optical care.
It is, therefore, fair to say that Valentine’s marketing has overshadowed Valentine’s romance. Businesses seizing the occasion to boost sales seem to be overpowering whatever traditions were once used to mark the day. The number of Valentine’s Day sales packages now far outnumbers posts celebrating classic love songs, nostalgic movies for older lovers, or new releases catering to young couples. In America, the National Retail Federation indicates that consumers are expected to spend $27.5 billion on Valentine’s Day. Meanwhile, a survey conducted by SBM Intelligence across three states in Nigeria revealed that of the 85.6% of respondents who plan to celebrate Valentine’s Day, 33% are budgeting between $33 and $66 for the occasion. This is despite Nigeria recording a 34% inflation rate in December 2024. What better scenario conveys the idea that love comes with a price? Love, after all, costs something. Though both countries’ data suggest a slight decline in how much people are willing to spend on February 14th compared to last year, one undeniable fact remains: consumers are still spending, and businesses are cashing in.
What Is Valentine’s Marketing?
Valentine’s marketing refers to the various strategies businesses employ to promote and sell their products and services in the weeks leading up to February 14th. This usually kicks off in the last week of January and continues until the big day. Businesses adopt various approaches, including giveaways, gift guides, email marketing, exclusive events, limited-edition packages, discounts and deals, love quizzes, storytelling, and special offers.
The Starting Point
There are many legends about the origins of Valentine’s Day. One account traces it to a Roman priest named Valentine, who secretly officiated weddings for soldiers despite Emperor Claudius II’s decree forbidding them. When he was discovered, he was executed. Another tale suggests that the same Valentine, who was also a physician, refused to renounce Christianity and was executed by the same emperor. Interestingly, before his execution, he fell in love with his jailer’s daughter and, on the day of his death, wrote her a letter signed, "From your Valentine."
Thus, Valentine became a martyr, and that is why the holiday is also known as Saint Valentine’s Day or the Feast of Saint Valentine, especially in religious settings, particularly within the Catholic and Anglican faiths.
Evolution of Valentine’s Day Through the Centuries
18th Century
The day was marked by gestures of affection, quality time spent together—whether at home or outdoors—homemade meals, handwritten notes, and small gifts.
19th Century
With the Industrial Revolution, Valentine’s Day cards became widespread. People eagerly anticipated receiving a heartfelt card from their loved ones.
20th Century
Commercialization gained traction, and Valentine’s Day became strongly associated with gifting. The tradition expanded beyond cards to include chocolates, cakes, perfumes, and flowers, solidifying its status as a day for material expressions of love.
21st Century
Digital communication and the rise of social media fueled consumerism, transforming Valentine’s Day into an occasion for heightened spending. The celebration is no longer just about romantic gifts but also about fulfilling personal needs and desires, and businesses have capitalized on this shift.
Conclusion
The global trend shows that Valentine’s Day has evolved into a commercialized event, with businesses tapping into the essence of the season—love, a universal language experienced in various forms, including self-love, romantic love, and familial love—to drive sales. While this isn’t inherently wrong, it undeniably erodes the romantic atmosphere that once defined the season, turning it into a time for buying gifts rather than fostering heartfelt connections. Some may argue that this phenomenon is not unique to Valentine’s Day but also affects other holidays like Christmas and New Year’s.
Ultimately, this shift nudges us to reflect: Can love truly be expressed without gifting?