Pet Gift Sales Increased 25%, Meaning Valentine’s Day Isn’t Just for Couples Anymore

On Valentine’s Day, consumers spread love beyond romantic partners – especially to their pets. While games and beauty products remain popular gifts, with month-over-month (MoM) order increases of 40% and 11% respectively – pet-related sales surged by 25% MoM. This is according to research completed by ecommerce marketing platform company Omnisend, comparing January to February 2024 sales.  

Supporting these findings, a survey by the National Retail Federation (NRF) finds people are just as likely to buy a Valentine’s Day gift for their pet as they are for a friend (both at 32%). This shift underscores how the holiday is evolving beyond traditionally romantic gifts. Industries that saw the biggest MoM order increases last February include:

• Games: +40.6%
• Pets & Animals: +25.3%
• Safety & Survival: +20.7%
• Autos & Vehicles: +15.9%
• Toys & Hobbies: +12.5%
• Beauty & Fitness: +10.8%

Pet spending on Valentine’s Day – or “Doglentine’s” – follows a trend also seen in Omnisend’s Holiday Shopping Survey findings, where 27% of Americans bought a gift for their pet. According to this survey, some consumers also got an early start on Valentine’s Day shopping, with 24% of U.S. consumers saying they shop for the February holiday in October, November or December.

“Valentine’s Day has slowly morphed from a ‘greeting card industry’ romantic holiday to a platonic and even self-love holiday celebrated by all. We’ve seen self-gifting increase during Black Friday and Cyber Monday and the trend of consumers taking advantage of discounts carries over to other holidays. Whether watching a movie with friends, showing your furry friend a little puppy love, or treating yourself to the latest game release, Valentine’s Day is now a day of respect, not just love,” says Greg Zakowicz, Sr. Ecommerce Expert at Omnisend.

Brands Are Missing Out on Valentine’s Day Marketing

Despite strong consumer spending, Omnisend found that only 23% of brands on their platform ran dedicated Valentine’s Day campaigns in the week running up to Valentine’s Day 2024 – potentially leaving up to one-fifth of their Q1 revenue untapped. Many businesses assume that if their products aren’t romantic, the holiday doesn’t apply to them. But with spending trends showing major growth in categories like gaming, entertainment, and self-care, brands of all kinds can leverage Valentine’s Day marketing to drive sales.

“Ecommerce brands should assume every holiday is relevant to them, even if they’re in a traditionally unromantic industry. As the economy tightens, capturing every dollar matters, so brands should market holidays like Valentine’s Day as early as possible. Give your customers an opportunity to show some love, and maybe they’ll show you some right back,” says Zakowicz.

Valentine’s Day is around the corner – can brands still jump on the bandwagon?

With Valentine’s Day fast approaching, many brands assume they’ve missed the window. But the reality is, there’s still time to capitalize on the holiday, especially since most businesses aren’t leveraging it. In fact, only 1 in 10 brands sent marketing messages on Valentine’s Day itself in 2024, leaving plenty of opportunity for those who do.

Greg Zakowicz, ecommerce marketing expert at Omnisend, shares last-minute strategies brands can use to engage shoppers and boost sales before and on February 14:

• Send a “Valentine’s Gift” to Your Customers. Since only 10% of brands send marketing messages on Valentine’s Day, a simple “here’s a gift for you” email with a special discount code can help you stand out and drive conversions.
  
• Think Beyond Couples. Not everyone is celebrating romance, but many are treating themselves, their pets, or even their friends. Promote self-care, Galentine’s Day, or pet-focused gifts to widen your audience.
  
• Offer Digital and Instant Gift Options. For those who procrastinate, gift cards, e-gifts, and same-day pickup options make for easy last-minute purchases. Promoting these alternatives can capture late-stage buyers who would otherwise skip the holiday.
  
• Use Urgency to Drive Last-Minute Sales. Remind customers that time is running out for Valentine’s gifts, whether for partners, friends, or themselves. Limited-time offers and “last chance” messaging can create a strong purchase incentive.