Valentine’s Day E-Commerce Trends

January 16, 2020

‘Tis the season for love! While some of us are still recovering from the holidays, others are thinking ahead to Valentine’s Day next month. Amazon already has their gift shop up, and grocery store aisles are overflowing with heart shaped sweets, balloons and all things pink and red. Whether you’re planning to shop for the holiday online or in-store, take a look at last year’s Valentine’s Day trends to see what consumers loved most.


Plants & Flowers. Retail sales for the Plants and Flowers category had a +72% increase in the four weeks leading up to Valentine’s Day vs. the prior four weeks. Fresh Cut Flowers led the category, with retail sales increasing +189% during this period. Within this sub-category, the top three selling products all incorporated red roses (because nothing says I love you quite like a dozen red roses). And for those who prefer to break from tradition, Benchmark Bouquets and KaBloom, two of the top brands, had assortments of best-selling flowers ranging from lilies and tulips to orchids and hydrangeas.


Chocolate. Retail sales for the Chocolate category had a +63% increase in the four weeks leading up to Valentine’s Day vs. the prior four weeks. The Chocolate Assortments sub-category had the highest retail sales, although Candy & Chocolate Gifts and Candied & Chocolate-Coated Fruit sub-categories had the strongest growth during this four-week period vs. the prior period. Top selling products included fine hazelnut chocolates, chocolate covered strawberries, and assorted chocolate boxes. Top brands included Hershey’s, GODIVA and Lindt.


Other notable categories were Candy, which had a +30% increase in retail sales during the four weeks leading up to Valentine’s Day vs. the four weeks prior. Specifically, Conversation Hearts, a popular candy for sharing the love, surged +350% during this period. Jewelry categories such as necklaces, bracelets, and earrings, also had similar growth during this period, each growing about +25%.


In terms of e-commerce trends, Amazon consumers are sticking with traditional flower and chocolate gifts for their last-minute Valentine’s Day gifts. However, the National Retail Federation reported last year that “among those celebrating Valentine’s Day, a quarter plan to give a ‘gift of experience’ such as concert tickets or a day at the spa this year.” So, whether your day is spent indulging in sweet treats or enjoying a fun experience, we hope it’s filled with love.


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