Valentine’s Day shopping in 2025 has seen a dramatic shift in consumer behaviour, with traditional lingerie purchases plummeting while practical, arts, and experience-driven gifts surge. According to data from e-commerce provider Visualsoft, shoppers are moving away from conventional romantic gifting and prioritising DIY, home furnishings, and personalised presents over impulse purchases.
Lingerie and beauty take a hit
Historically a Valentine’s Day staple, the lingerie and underwear sector has faced a 40% drop in revenue year-on-year (YoY). The average order value (AOV) for lingerie also declined by 12%, showing that even when consumers do purchase, they are spending less. Similarly, the health, beauty and cosmetics sector saw a 21% decline in revenue, suggesting a broader move away from gifts focused on appearance and self-care.
The rise of practical and personalised gifting
While traditional Valentine’s categories saw declines compared to 2024, practical and creative gifting sectors experienced notable growth:
- DIY purchases surged by 329% in AOV, with a 58% increase in revenue per domain, reflecting a growing interest in hands-on and meaningful gifts.
- Furniture, home furnishings and DIY saw a 23% increase in revenue, reinforcing the trend of consumers opting for long-term, useful presents over short-lived romantic gestures.
- Food, drink and catering rose by 27% in revenue, with consumers shifting towards homemade meals and quality time rather than expensive dining experiences.
- Arts and crafts showed a 36% AOV increase, with consumers investing in personalised and custom gifts, though total revenue declined by 14%.
Changing consumer behaviour: thoughtful over impulsive
Data indicates that consumers are making more considered purchases, with lower reliance on mobile impulse shopping. While mobile sales are typically over 57% of online transactions, most Valentine’s categories remained well below this benchmark, confirming a decline in spontaneous gift buying. However here is where jewellery bucks the trend, with 70% of transactions on a mobile device.
Additionally, peak revenue for arts and crafts came later than other sectors, suggesting last-minute customisation and DIY gift-making trends. Searches also reflect this shift, with Disney-themed gifts, charms, and niche interest products overtaking traditional Valentine’s terms like ‘love’ and ‘romance’.
A new era for Valentine’s gifting
Chris Fletcher, CEO of Visualsoft, commented on the findings: “This year’s Valentine’s shopping trends reflect a growing consumer preference for meaningful and practical gifting. The significant rise in DIY, home furnishings, and personalised presents highlights how people are prioritising thoughtfulness and shared experiences over traditional purchases. Retailers need to embrace this shift and offer more customisable, experience-driven products to meet evolving customer expectations.”
The data underscores a fundamental transformation in how people celebrate Valentine’s Day, with a shift towards thoughtful, personalised experiences over conventional gift-giving. Retailers should adapt by focusing on customisation, practical gifts, and experience-driven promotions rather than solely traditional romantic items.
