Who Won Valentine's Day 2025?
Every year, couples search for the perfect Valentine’s gift—struggling to balance quality, sentiment, and avoiding anything overly soppy. Personally, I find this tricky. Amazon isn’t traditionally seen as a go-to destination for Valentine’s gifts unless the shopper has a specific product in mind—such as high-ticket items like a hair straightener (which, personally, is out of my budget!).
To understand shopper behavior, we analyzed Amazon’s Search Term report, identifying the most searched Valentine’s gift keywords and what consumers ultimately purchased. “valentine’s gifts for him” and “valentine’s gifts for her” were the third and fourth most searched keywords during the week of Valentine’s Day showing the scale of importance for the occasion and the fact that aimless couples are clutching at straws through finding Valentine’s inspiration last minute.
When we look at “valentine’s gifts for him”, we can see that consumers are clicking and purchasing chocolate and also semi-personalised gifts such as a coupon book to add sentimental value and avoid giving a physical gift that will gather dust or be consumed over a few days. These few products drove around 11% of click share and 4.5% of conversion share for that particular search.
“Valentine’s Gifts for her” was surprisingly marginally less popular in regards to search than the previous example. For this keyword, we can see consumers clicking and purchasing products that might seem like more considerable gifts such as a hamper, jewellery and a keepsake. These products collectively drove 12% of click share and 5.4% of conversion share for this specific keyword. The slightly higher engagement for 'valentine’s gifts for her' suggests that women browse longer before purchasing, while men may be more decisive or last-minute in their approach. This aligns with broader shopping trends, where studies show men typically spend less time browsing but have a higher purchase intent once they start shopping.
If your brand is considering how to introduce a range focused on Valentine’s Days it’s worth considering some of these trends. Consumers are looking for something meaningful that looks substantial and tailored to the recipient as best as possible. It’s difficult to cover all of these basis but if you are interested in deeper category research and product strategy for Valentine’s Day, please reach out to one of our experts today.
