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Be My Galentine or Valentine!

After a year that challenged even the most committed of relationships, consumers approach the romantic gifting holiday with a focus on self-love, empowerment and friendship, rather than just romantic partners.

The effects of Covid-19 caused a spike in breakups and divorces around the world: In the US, a major legal contract-creation site  noted a 34% rise in sales of its basic divorce agreement; in the UK, a leading law firm saw a 122% increase in divorce inquiries between July and October 2020 compared to the same period in the year previous. As a result, many consumers are seeing Valentine’s day through a new lens, taking advantage of the holiday to show appreciation for loved ones besides a significant other, as well as practice self-care.

Image courtesy of Cartier

“Galentine’s Day,” aka Valentine’s celebrated between female friends on February 13, takes on new importance as many friends have been kept apart by threats of the virus. In lieu of jewelry and lingerie, popular gifts include skincare and beauty products, spirits and sweets, and other items like pajamas or candles that can be enjoyed at home.

Image courtesy of Block Shop

For self-gifting, retailers, like Nordstrom’s Self-Love pop-in event, encourage consumers to embrace empowering intimates and sexual wellness products, cozy loungewear, jewelry, and other treats.

Image courtesy of Nordstrom

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Merchandising and Design Experts (MADE) specializes in trend forecasting and market positioning foresight for the fashion and retail market.  Delivering researched and highly relevant insight on market conditions, emergent opportunities, and key products. MADE bespoke reports help clients to identify and capitalize on current and future market trends. For more information about these topics and market trends and strategy please contact MADE Trends.

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