Valentine's Day shopping trends and regional preferences in 2024

On January 23, 2025, Microsoft Advertising released a detailed analysis of Valentine's Day shopping trends, offering a comprehensive look at how different regions celebrated the holiday in 2024. The report highlighted key consumer behaviors, emerging trends, and the growing influence of Gen Z shoppers. According to the data, Valentine's Day shopping patterns varied significantly across regions, with unique traditions and preferences shaping consumer activity.

In France, the romantic atmosphere of Paris played a significant role in driving consumer behavior. Lovers strolled past glittering jewelry shops and fragrant flower stalls, with searches for floral and gift basket deliveries increasing. According to the report, 26% of Gen Z shoppers in France planned to give Valentine's Day gifts for the first time in 2024, double the participation rate of other generations, which stood at 13%. This shift indicated a growing interest among younger consumers in participating in the holiday.

In the United Kingdom, couples focused on fashion, searching for the perfect outfit to mark the occasion. British consumers also showed a preference for local gifting options, with searches for terms like "delivery to," "near me," and "local" rising significantly. This trend reflected a desire for convenience and personalized gifting solutions. According to the data, 61% of Valentine's Day conversions in February started with clicks that occurred in December and January, emphasizing the importance of early campaign timing.

German celebrations centered around classic gifts such as flowers and sweet treats. The report noted that searches for superlatives like "best," "top-rated," and "perfect" were becoming more popular in gifting queries. This trend suggested that consumers were increasingly looking for high-quality, well-reviewed products to express their affection. Additionally, price-sensitive terms like "discount," "cheap," and "promo code" saw a rise in searches, indicating that budget-conscious consumers were actively seeking value.

Across the Atlantic, American consumers embraced both traditional and modern expressions of love. Romantic dinners, thoughtful gifts, and sweet gestures were all popular ways to celebrate the holiday. According to the report, non-brand searches accounted for 68% of the initial search journey, with consumers more likely to start their shopping process with generic queries. However, as they moved closer to making a purchase, brand and non-brand conversions became evenly distributed. For single touchpoint users, 69% converted on branded searches, highlighting the importance of brand recognition in the final stages of the buying process.

The rise of Gen Z shoppers was one of the most striking trends in 2024. Across France, Germany, and the United Kingdom, 26% of Gen Z planned to give Valentine's Day gifts for the first time, compared to 13% of other generations. This demographic's increased participation in the holiday suggested a shift in consumer behavior, with younger shoppers becoming a key target audience for Valentine's Day campaigns.

The report also highlighted the importance of timing in advertising campaigns. According to the data, 61% of Valentine's Day conversions in February started with clicks that happened in December and January. General Valentine's Day searches began to ramp up in late December and continued to increase until February 14, with searches in key verticals rising starting three weeks before the holiday. This trend underscored the need for advertisers to launch their campaigns early to capture consumer interest.

In terms of search behavior, non-brand searches played a significant role in the initial stages of the shopping journey. According to the report, non-brand searches increased to 68% as consumers began their search process. However, as they moved closer to making a purchase, brand and non-brand conversions became evenly distributed. For single touchpoint users, 69% converted on branded searches, indicating that brand recognition was crucial in the final stages of the buying process.

The report also identified several emerging trends that advertisers could leverage to create more targeted campaigns. Searches for "Valentine's gift ideas," "Valentine's inspiration," and "gift ideas for him/her" were on the rise, suggesting that consumers were looking for curated ideas to help them find the perfect gift. Additionally, searches for price-sensitive terms like "discount," "cheap," "coupons," and "promo code" increased, reflecting a growing interest in value-driven offers.

Local gifting options also gained traction, with searches for floral and gift basket deliveries that included city/state, "delivery to," "near me," and "local" rising significantly. This trend indicated a preference for convenient and personalized gifting solutions. According to the report, focusing on these options in advertising campaigns could attract customers looking for last-minute or locally sourced gifts.

The competitive landscape around Valentine's Day also saw changes in 2024. Non-traditional gift and occasion advertisers became increasingly competitive in the gift vertical, leading to more competitive cost-per-click (CPC) rates around peak dates. Advertisers were advised to adjust their campaigns accordingly to remain competitive during this crucial period.

Microsoft Advertising offered a range of tools and solutions to help advertisers maximize their Valentine's Day campaigns. Building remarketing lists to re-engage December and January shoppers close to Valentine's Day was recommended to target early-season shoppers. The report emphasized the importance of maintaining brand investment, particularly for top online flower and gifting retailers, whose brand terms remained strong in 2024.

The 2024 Valentine's Day shopping trends revealed significant regional variations in consumer behavior, with Gen Z shoppers emerging as a key demographic. Early campaign timing, the rise of non-brand searches, and the growing popularity of local gifting options were among the key insights highlighted in the report. Advertisers looking to capitalize on these trends were encouraged to leverage tools and strategies that aligned with consumer preferences and search behaviors. According to the data, understanding these patterns could help businesses create more effective and targeted advertising campaigns for future Valentine's Day seasons.

Valentine's Day holds significant cultural and commercial importance in countries like France, the United Kingdom, the United States, and Germany. Celebrated on February 14 each year, the day is marked by the exchange of romantic gifts such as flowers, jewelry, and chocolates. In France, known for its romantic ambiance, 63% of consumers participate in Valentine's Day shopping, with traditional gifts like perfumes and jewelry being highly popular. The United Kingdom sees 75% engagement, particularly among Gen Z and Millennials, who are more responsive to video ads. In the United States, 80% of consumers participate, with a strong preference for jewelry and flowers, while Germany, with a 64% participation rate, emphasizes flowers and candy. The holiday's influence is evident in the weeks leading up to February 14, with shopping activity peaking as the date approaches.