Marketing Solutions | Targeting and profiling

Swipe right on the perfect Valentine’s Day audience

Published January 2025

| Marketing Solutions | Targeting and profiling

Written by Josh Torok

Josh has been working in digital media, advertising and ad technology for over 17 years with a wealth of experience from publishers, as well as startup and established entities in the DSP and SSP space. Josh oversees our strategic partnerships to ensure the digital needs of Brands and Agencies are fulfilled and supported by Experian.

From romance to ROI: Targeting Valentine’s Day shoppers

Valentine’s Day is no longer just about heart-shaped balloons and candlelit dinners. These days, it’s a celebration of all kinds of relationships. From romantic weekends in cosy boutique hotels to Galentine’s brunches celebrating women’s friendship with bottomless mimosas, February is about embracing connection, in whatever form it takes.

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This year, it’s set to be a major moment for UK advertisers. Two-thirds of Brits (65%) will celebrate Valentine’s Day in 2024 – an impressive 34.8 million people^[1]. With the average spend predicted to reach £50 per person, total spending is forecasted to exceed £1.5 billion^[2]. That’s a significant opportunity for brands to capture attention and drive results in a highly competitive market.

Our analysis of consumer spend data shows that spend on flowers, chocolates, and card retailers nearly doubles (+86%) ahead of Valentine’s Day. But it doesn’t come close to the spike seen for these categories on Mother’s Day, where spending on gifts soars even higher.

Gifting spend on key seasonal moments

Analysis of UK consumer spending 2024, Experian spend data

Spending on more luxury items including Jewellery and Watches sees sales growth (+38%) rarely seen outside of the Christmas period, showing that some are willing to splash on gifts for their significant others.

Some of the biggest winners though are those that offer experiences for the lovers out there, Restaurants, Cinemas, Hotels and concert and theatre tickets see some of the biggest growth and whilst sales only grow by 44% over this Valentines period, this represents a huge increase in the amount of money spent.

Brands are already pulling out the stops with campaigns designed to make their products the thing that saves the day (or at least gets the Instagram post). Some aim high with luxury jewellery and high-budget restaurant experiences. Others speak to the rest of us – home-cooking kits and thoughtful gift cards for the ones who know “it’s the thought that counts.”

But in a sea of red roses, it’s the relevant campaigns that win big. This is where getting your audience targeting right makes all the difference.

Who are you talking to this Valentine’s?

Here’s the thing: not every consumer is hunting for that once-in-a-lifetime romantic escape. Some are Googling “best chocolates under £20” while others are splashing out on spa weekends. To make your campaign feel like it’s talking directly to your ideal customer, you’ve got to know their intentions, interests, and let’s be honest, their budget.

At Experian, we’ve put together a Valentine’s Day Audience Guide that does just that. Think of it as your marketing matchmaker – it connects your campaigns with the right people.

Here’s how we can help:

Big spenders and hopeless romantics

We can help you find high-value shoppers who are likely to spend serious cash on jewellery, luxury getaways, and indulgent dining experiences. These are the ones planning proposals over premium champagne.

Friends, foodies, and fun-lovers

Galentine’s Day is officially a thing. Target social butterflies planning brunches, theatre trips, and group spa days. Or, find diners booking everything from budget eats to high-end restaurants for their Valentine’s night out.

The practical planners

Some people just want to make life easy with thoughtful but straightforward gifts – perfume, a nice watch, maybe even bakery treats. We’ll help you connect with those who are ready to buy, no fluff needed.

Playing cupid in a noisy market

The most successful campaigns are those that understand their audience better than anyone else. They lean into the emotional side – connection, love, and joy – but back it up with precision targeting.

That’s where Experian comes in. We help to facilitate your Valentine’ campaigns with our data-driven audiences: