Valentine’s Day is not just a celebration of love—it’s an opportunity for brands to connect with consumers through strategic marketing efforts. From classic gifts like chocolates and jewelry to innovative experiential presents, Valentine’s Day has evolved into a commercial powerhouse, with U.S. consumers expected to spend billions each year. Mobile apps, in particular, have become central to how consumers prepare for the holiday, whether it’s through shopping, dining, social networking, or making last-minute plans. By analyzing consumer trends and mobile usage behaviors, brands can craft Valentine's Day retargeting campaigns that capture their audience’s attention during this lucrative season.
In this blog, we’ll explore key Valentine’s Day retargeting trends and shopping behaviors, highlighting opportunities for mobile marketers to optimize their strategies for 2025.
In 2024, consumers demonstrated a willingness to spend big for Valentine’s Day, with total expenditure reaching a remarkable $25.8 billion according to the National Retail Federation (NRF). This figure reflects a significant increase from previous years, underscoring the holiday's role as a key moment for retail and app-driven commerce. On average, individuals spent $185.81 on gifts, with $14.2 billion of that total specifically allocated to significant others or spouses, setting a new high for romantic spending.
Interestingly, although the focus on partners was prominent, consumers didn’t entirely neglect other relationships. Gifts for friends, coworkers, and even pets remained popular, particularly among younger age groups like 35-44-year-olds, who spent the most on their romantic partners but also led spending on pet gifts. These trends present an opportunity for diverse app verticals—from e-commerce to pet care—to engage different segments of users with tailored messaging.
As Valentine’s Day approaches, app engagement and downloads surge across multiple categories, reflecting evolving consumer preferences for convenience and personalization.
In the days leading up to Valentine’s Day, dating apps and social networking platforms see significant spikes in activity. In 2023, dating app installs increased by 8% on February 12 compared to the monthly average, as individuals sought last-minute connections according to Adjust. Similarly, social networking apps experienced a 6% rise in installs on February 11 and a 4% increase on February 12, as users planned Valentine’s events or shared moments with friends and family. These trends highlight the importance of targeting users with engaging, timely campaigns to encourage downloads and usage during the pre-Valentine’s Day period.
Food and drink apps also enjoy heightened activity as consumers plan their Valentine’s celebrations. In 2023, food delivery apps saw installs rise by 10% on February 11 and by 4% on Valentine’s Day itself, indicating strong demand for home-dining options. Recipe apps experienced even more dramatic growth, with a 22% increase in installs on February 11 and a 17% rise in sessions on Valentine’s Day, as users sought inspiration for personalized, homemade meals. Meanwhile, restaurant booking apps peaked with a remarkable 106% rise above the February average on Valentine’s Day, illustrating the enduring appeal of dining out.
Not only do installs rise, but users also spend more time in apps during Valentine’s Day. Food and drink apps saw session lengths jump from 28.92 minutes in 2022 to 35.59 minutes in 2023, as users took their time browsing menu options and planning meals. Similarly, deal discovery apps experienced extended session times, rising from 6.38 minutes to 6.7 minutes year-over-year, as shoppers carefully compared options to find the perfect gifts. These behaviors emphasize the need for brands to focus on user retention and provide seamless in-app experiences to capture and sustain attention during this high-engagement period.
Valentine’s Day spending has expanded beyond traditional gifts, with consumers increasingly embracing experiential purchases. In 2024, experiential gifts such as event packages, travel accessories, and DIY cocktail kits gained traction. This trend is especially relevant for apps in the travel booking, food delivery, and entertainment sectors, which can highlight unique experiences in their marketing strategies. Additionally, with 53% of 18-34-year-olds marking the day in non-traditional ways, there’s room for apps offering self-care and friendship-themed products to capture this audience.
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Capitalize on the trend of early shopping by launching retargeting campaigns in January. Use push notifications and in-app messages to remind users of your Valentine’s Day offerings, emphasizing the convenience of mobile shopping.
Example (Shopping): A luxury jewelry brand could send push notifications promoting “Early Bird Valentine’s Specials” with exclusive discounts on trending pieces.
Example (Travel Booking): A travel app could segment and target users who searched for flights or hotels in January, retargeting them with romantic getaway packages for Valentine’s Day.
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Given the surge in demand for personalized gifts, use dynamic retargeting ads to showcase relevant, customizable products. Leverage data on user preferences and past behavior to tailor product recommendations that resonate with shoppers.
Example (E-commerce): An online retailer could use dynamic ads to retarget users who browsed customizable jewelry, showing them options with engraved names or personalized charms.
Example (Streaming): A streaming service could analyze the viewing habits of their customers and suggest Valentine’s-themed content bundles like rom-com collections or cozy date-night binge lists.
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Experiential gifts are trending, so consider creating campaigns that emphasize these options. Retarget users with ads for gift cards, event packages, or curated experiences. Use creative storytelling to showcase the emotional value of these gifts.
Example (Food Delivery): A food delivery app could craft Valentine’s Day dinner bundles, retargeting customers with offers for meal kits paired with dessert and wine.
Example (Language Learning): A language app could promote Valentine’s-themed lessons, such as “Learn Love Phrases in French,” and target users who have engaged with travel or romantic content.
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With budget-conscious shoppers on the rise, prioritize retention strategies that highlight exclusive discounts, bundles, or loyalty rewards. Utilize countdown timers in ads and push notifications to create urgency around limited-time offers.
Example (Grocery Delivery): A grocery app could promote “Valentine’s Feast Bundles” for couples or families, using countdown timers in ads to emphasize limited availability.
Example (Gaming): A mobile gaming app could offer exclusive in-app Valentine’s deals, such as discounted skins or themed items, with notifications urging users to “Grab them before they’re gone!”
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Expand your campaign messaging to reflect the diversity of Valentine’s Day celebrations. Retarget customers with inclusive creatives that cater to friends, family, and self-care themes. For example, promote gift sets for friends or spa packages for self-love.
Example (Health and Wellness): A fitness and wellness platform could launch campaigns celebrating “Self-Love and Growth,” offering users Valentine’s discounts on courses like yoga or meditation.
Example (Entertainment): A subscription box service could target women with “Galentine’s Day” packages, promoting curated gift sets to send to their friends.
Valentine’s Day 2025 presents a dynamic opportunity for brands to connect with mobile-first shoppers by tapping into emerging consumer trends.
By aligning your mobile retargeting and retention strategies with these insights, you can maximize your Valentine’s Day campaign success.
Ready to elevate your Valentine’s Day mobile campaigns? Connect with YouAppi’s team of retargeting experts today to implement high-performing strategies that drive results this season!