Why Retailers Are Targeting Singles This Valentine’s Day

Estimated reading time: 3 minutes

Reinventing Valentine’s Day

It’s Valentine’s Day, but before you roll your eyes, get this: It’s no longer just a holiday for lovey-dovey couples.

In fact, with nearly half of U.S. adults being single per the U.S. Census Bureau retailers are setting their sights on a perhaps surprising demographic.

Retailers Adjust

If Valentine’s Day isn’t just about celebrating romantic love, the gifting opportunities are endless. For one, self-love and self-gifting are increasingly a thing. Treat yourself, America!

Target (TGT) is advertising heart-themed apparel for the whole family, and Etsy (ETSY) shoppers can now select “myself” as the recipient of Valentine’s Day gifts.

Even retailers that might be typically associated with romantic gifts are getting in on the trend. For example, diamond company De Beers has long been encouraging women to start their “right hand ring” collection. And men’s grooming retailer Bevel is offering Valentine’s Day discounts with the tagline, “Treat yourself with goods made just for you”. Companies and consumers seem to be reimagining Valentine’s Day as a more inclusive holiday for singles who may have once felt left out.

Self-Love Day

Broadening the appeal of Valentine’s Day shopping may not just be about self-love. Last year, overall sales of discretionary items were down in the two weeks ahead of the holiday, even though more than a third of consumers said they bought themselves a gift, according to market research firm Circana.

Disclaimer
SoFi Securities (Hong Kong) Limited and its affiliates (SoFi HK) may post or share information and materials from time to time. They should not be regarded as an offer, solicitation, invitation, investment advice, recommendation to buy, sell or otherwise deal with any investment instrument or product in any jurisdictions. Keep in mind that investing involves risk, and past performance of an asset never guarantees future results or returns. It’s important for investors to consider their specific financial needs, goals, and risk profile before making an investment decision.
SoFi HK does not make any warranties about the completeness, reliability and accuracy of this information and will not be liable for any losses and/or damages in connection with the use of this information.
The information and materials may contain hyperlinks to other websites, we are not responsible for the content of any linked sites. The information and analysis provided through hyperlinks to third party websites, while believed to be accurate, cannot be guaranteed by SoFi HK. These links are provided for informational purposes and should not be viewed as an endorsement. The risk involved in using such hyperlinks shall be borne by the visitor and subject to any Terms of Use applicable to such access and use.
Any product, logos, brands, and other trademarks or images featured are the property of their respective trademark holders. These trademark holders are not affiliated with SoFi HK or its Affiliates. These trademark holders do not sponsor or endorse SoFi HK or any of its articles.
Without prior written approval of SoFi HK, the information/materials shall not be amended, duplicated, photocopied, transmitted, circulated, distributed or published in any manner, or be used for commercial or public purposes.