Valentine’s Day - It's the one time of year when shop shelves turn pink, inboxes overflow with heart emojis, and brands scramble to capture a slice of the seasonal spending surge. It is a golden opportunity, a moment to connect with customers and drive sales. But for too many brands, it is a fleeting romance - an intense burst of transactions followed by silence.
The real win is not just in the spike in sales but in what happens next. Turning first-time Valentine’s shoppers into long-term customers is where the real value lies. And yet, many brands still treat it like a short-term affair.
We’ve been digging into what makes customers come back after seasonal shopping events like Valentine’s. With insights from emerging consumer trends and real-world loyalty data, here is how brands can make sure February 14th shoppers stick around long after the roses wilt.
Love is changing: What’s driving Valentine’s spending?
Valentine’s is no longer just about romantic partners. Consumer behavior is shifting, and brands that embrace these changes can turn seasonal purchases into lasting customer relationships. Nowadays, around half of Americans celebrate Valentine’s Day.
1. Pets are part of the love story
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Pet owners are increasingly treating their furry companions to Valentine’s gifts. In the US alone, spending on pet Valentine’s presents is expected to surpass $2.14 billion (Pet Food Industry). Research from Jollyes shows that 30.4% of pet owners have previously bought their pets a Valentine’s gift, with the trend growing year on year.
For brands in the pet industry, this presents a prime opportunity to build emotional connections through loyalty programs. Offering bonus points on pet purchases, birthday treats for pets, or special Valentine’s rewards for pet lovers can encourage repeat business and build long-term customer relationships.
2. Galentine’s is on the rise
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The celebration of friendships has grown in popularity, shifting Valentine’s away from being a couples-only occasion. In January last year, searches for “Galentine’s” reached 322,000, showing just how big this trend has become.
For brands, this creates an opportunity to introduce refer-a-friend programs, group discounts, and social-sharing incentives. Encouraging customers to shop together or rewarding them for introducing a friend to the brand builds loyalty beyond the holiday itself.
3. Gift expectations are high
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Gifting is a central part of Valentine’s, and expectations are increasing. In the US, 52% of consumers expect to receive a Valentine’s gift, with men anticipating receiving gifts worth $88 and women expecting $162.
This highlights a need for brands to create value-driven loyalty incentives that ensure they get the lion’s share of those purchases. Bonus points on gift purchases, early access to Valentine’s collections, and exclusive perks for loyalty members can encourage customers to choose your brand, and unlock benefits that make them more likely to return for another purchase after the holiday.
4. Last-minute shopping dominates
Procrastination is a key theme in Valentine’s spending. According to Groupon, 29% of people shop two to three weeks before Valentine’s, while 30% leave it until the week of the holiday.
This last-minute rush presents a big opportunity for brands to win the hearts of impulse buyers and encourage them into a longer-term relationship. Offering double points for last-minute purchases, priority shipping for loyalty members, or click-and-collect incentives can help drive immediate conversions while giving customers an experience they’ll remember when they’re shopping again in the future.
How can brands turn Valentine’s shoppers into lifelong customers?
It is not enough to capture seasonal sales. Brands need strategies to keep Valentine’s shoppers engaged beyond the holiday.
1. Loyalty programs turn a seasonal shopper into a year-round customer
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Seasonal shopping events are the perfect time to launch or enhance a loyalty program. Research shows that half of all shoppers are more likely to sign up for a loyalty program during peak shopping periods.
To make the most of this, brands should offer instant perks for sign-ups, such as welcome discounts, bonus points on first purchases, or exclusive access to limited-edition products. When customers experience immediate benefits, they are more likely to stay engaged beyond Valentine’s.
2. Personalization builds stronger connections
Over 70% of consumers say they are more likely to return to brands that send personalized offers or recommendations.
Brands can strengthen relationships by using customer data to offer tailored product recommendations, highlight earned loyalty points, and send personalized Valentine’s messages. A well-timed reminder that a customer is close to redeeming a reward or a tailored ‘treat yourself’ email post-Valentine’s can encourage continued engagement.
3. Referral programs bring in new customers and keep existing ones engaged
Research shows that 78% of people who have a positive shopping experience during a seasonal sale are willing to recommend a brand to friends.
Valentine’s presents an ideal time to offer referral bonuses. Encouraging customers to introduce friends through a loyalty program - especially for occasions like Galentine’s - can help brands expand their customer base while strengthening existing relationships.
4. VIP perks keep customers invested
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A strong VIP program can make customers feel valued and keep them engaged long after Valentine’s Day. Data shows that 80% of shoppers say exclusive offers - like early access to sales or special products - motivate them to stay loyal to a brand.
For Valentine’s, brands can offer exclusive access to collections, limited-edition gifts for loyalty members, or extra points on Valentine’s purchases. These perks create a sense of exclusivity, making customers feel special and more likely to return.
5. Post-purchase engagement keeps customers coming back
A strong follow-up strategy is key to retaining customers. Brands that follow up with personalized post-purchase messages see higher repeat purchase rates. Personalized communication tailored to individual customer preferences and purchase history enhances the sense of being valued and understood, strengthening the emotional connection to the brand.
After Valentine’s, brands should send thank-you emails, highlight earned loyalty points, or offer a small incentive for a future purchase. Encouraging customers to leave a review or share their purchase on social media also helps extend engagement beyond a single transaction.
6. Values-driven loyalty builds deeper emotional connections
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Shoppers today want more than just products - they want brands that align with their values. Our research shows that 73% of customers say they are more likely to stay loyal to brands that support causes they care about.
Loyalty programs can incorporate social impact by allowing customers to redeem points for charitable donations, sustainability initiatives, or community projects. Valentine’s is a time when people think about meaningful connections, making it a perfect moment to highlight how purchases can contribute to a greater cause.
Beyond Valentine’s Day: Building long-term loyalty
Valentine’s is more than a sales spike - it is an opportunity to build lasting customer relationships. The brands that win are not just those that capitalize on seasonal spending, but those that turn seasonal shoppers into long-term customers through personalized engagement, meaningful rewards, and a seamless shopping experience.
Customers want to feel valued, not just during a holiday but throughout the year. By focusing on loyalty programs, VIP perks, referral incentives, and post-purchase engagement, brands can ensure that Valentine’s Day is not just a quick transaction but the start of a lasting connection.
Because in the end, no one wants a one-night stand. Not in love, and definitely not in retail.
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