Valentine’s Day isn’t only about candlelit dinners and red roses, but about redefining love itself, and the retail industry is taking note. Celebrations are becoming more inclusive, sustainable, and personal, which means that shoppers are approaching the occasion in increasingly strategic ways. From self-gifting and wellness purchases to experience-led spending and careful deal hunting, Valentine’s Day is revealing far more about consumer mindset than sentiment alone.
Insights from our teams across South Africa, Vietnam, and Brazil show that this holiday is evolving differently, in tune with local traditions and cultural norms. Gifting is widening beyond romantic partners, to include friends, family, one’s self, and even pets. But in other countries, such as Brazil, the focus remains firmly on couples, with new layers of intentionality and experience-led purchases shaping how people shop.
Who are your consumers really buying for?
Shoppers across Vietnam and South Africa are increasingly treating Valentine’s Day as a moment to celebrate multiple forms of love.
“Valentine’s Day isn’t just for couples anymore. Many women are self-gifting after Lunar New Year, while also celebrating friends and family alongside romantic partners,” says Hien Dong Thi Thanh, Smollan GM, Vietnam.
After busy, high-spend seasons, self-gifting is growing in popularity, with beauty, wellness, premium food products, and affordable luxury items serving as meaningful rewards.
Observations across the South African market show that friends and school peers are also becoming common recipients, reflecting a shift towards small but intentional gestures that emphasise connection rather than extravagance. While this is the story for Vietnam and South Africa, Brazil tells a slightly different one. Valentine’s Day, or Dia dos Namorados, celebrated on June 12th, remains firmly focused on romantic couples. Stenio Souze, Smollan Growth Lead, Brazil, says,
“It is a time for exchanging gifts and planning activities to make the day feel special, reinforcing their bond and love for one another.”
Consumers tend to plan carefully, researching prices online before making purchases. While traditional gifts are still central, there is a growing appetite for experiential purchases, such as dinners and personalised products, that combine classic gestures with thoughtful innovation.
Buying shared experiences with meaning
Across these markets, the era of over-the-top romantic gestures is giving way to practical, emotionally resonant choices. Shoppers are looking for gifts with lasting impact, whether an intimate dinner, a personalised keepsake, or a wellness experience. Experiences are emerging as a particularly strong trend, allowing consumers to create shared memories rather than simply accumulating items.
Even in markets with long-standing traditions, such as Brazil, experiences are starting to complement physical gifts. This illustrates that relevance and emotional value are now as important as price, if not more so.
Value and online research are key drivers
Valentine’s Day sits within a challenging retail window in many markets. After major holidays or high-spend seasons, shoppers are approaching this occasion with a heightened awareness of budgets and value. Deal hunting, promotion tracking, and careful price comparison have become standard consumer behaviours.
Timing and channel choice are also evolving. While gifts for partners are often more impulsive, in-store purchases, self-gifting is largely planned and digital. Across all markets, online research is playing a larger role, with consumers combining digital browsing with physical store experiences to make confident, intentional purchases.
The signals brands should not ignore
Personalisation is no longer optional. Our expert from Vietnam states “DIY kits, custom engraving, and build-your-own-gift sets are expected, particularly among younger consumers”. Sustainability is also gaining importance, with packaging choices and eco-conscious products serving as meaningful differentiators rather than mere niceties.
To sum up, Valentine’s Day in 2026 is less about romance in the traditional sense and more about relevance, intention, and emotional connection. Brands that understand cultural nuances, diverse motivations, and strategic behaviours will not only capture this, but build loyalty well beyond this holiday.
