Retailers cut Valentine's discounts as browsing rises

Klaviyo data suggests online retailers have pulled back on Valentine's Day discounting this year, even as shoppers browse earlier and spend across a wider range of categories than traditional romantic gifts.

Average eCommerce discounts fell from 12% last year to just over 10% this year. The drop was sharper in health and beauty, where discounts fell from 17% to around 12%.

Even with fewer promotions, shoppers did not appear to disengage. Product views around Valentine's Day rose 28% year on year, suggesting consumers are researching earlier and making more deliberate choices before buying closer to the holiday.

Discount pullback

The figures add to signs that retailers are being more selective with promotions. With average discounts lower, marketing teams have faced greater pressure to target messages and time campaigns carefully across the season.

Klaviyo described the shift as part of a broader change in how brands communicate about seasonal events, with greater emphasis on relevance and personalisation than on broad, price-led offers.

"Valentine's Day isn't just one thing anymore," said Jamie Domenici, Chief Marketing Officer, Klaviyo. "It's no longer about buying a gift for one special someone. For some people it's Galentine's Day, for others it's a treat-yourself moment or an excuse to do something fun. If you know which of those moments your customer is shopping for, you don't have to rely on discounts to get their attention."

Category changes

The data also indicates a broader mix of product categories using Valentine's Day messaging. Jewellery still leads, with about 31% of campaigns referencing the holiday.

Food and beverage brands and pet product retailers also ranked among the most active categories for Valentine's-themed campaigns. Klaviyo described this as evidence that gifting is expanding beyond traditional romantic purchases to more practical household and lifestyle items.

That broader definition affects inventory planning and marketing calendars. Brands that do not sell conventional Valentine's products can still find a seasonal hook, but they face more competition for attention across email, SMS, and other channels.

Earlier browsing

Higher product views suggest shoppers begin researching well before the day itself. Consumers appear to be exploring options earlier, narrowing preferences, and then buying closer to the holiday.

That pattern challenges the idea of a late rush driven mainly by forgetfulness and changes the role of promotions. If shoppers spend more time comparing options, retailers can influence decisions through product information, well-timed messages, and reminders as the date approaches.

At the same time, the data indicate that a share of purchases still occurs on the day itself, driven by more spontaneous buying, such as self-indulgence, last-minute experiences, and in-the-moment decisions.

Messaging season

Valentine's Day is also emerging as a longer trading period rather than a single-day spike. Brands begin using Valentine's messaging in the first days of January, with activity building steadily.

This year, momentum increased by late January, nearly three weeks before 14 February. Klaviyo also noted a spike in text messaging on Valentine's Day itself, when more than 40% of campaigns referenced the holiday.

The split between early browsing and day-of purchases creates a more complex timeline for retailers. Marketing teams need to sustain awareness for several weeks without leaning on discounts, while preparing for a concentrated conversion window as the date nears.

How data was gathered

Klaviyo said the analysis covered same-site shopping and marketing activity across a cohort of GMV-producing customers during the peak Valentine's shopping period from 26 January through 14 February. It compared 2025 with 2026 year-to-date figures. The data was anonymised and aggregated.

The figures suggest retailers will continue to treat Valentine's Day as a longer seasonal moment, with messaging starting soon after the New Year and purchases building toward a late-season peak.