All you need is love... and a great marketing strategy: How marketing transformed Valentine’s Day

Valentine’s Day - once about handwritten love notes and simple gestures - has transformed into one of the most commercialised celebrations in the world. Today, it’s a huge event for brands, with everything from chocolates and flowers to luxury gifts and romantic getaways being marketed as "must-haves" for February 14th.

But how did this shift happen? Marketing.

Clever campaigns, emotional storytelling, and social influence have made Valentine’s Day feel like an occasion that’s impossible to ignore.

Before Valentine’s Day, Wales celebrates St. Dwynwen’s Day on January 25th too, honouring the Welsh patron saint of lovers. Savvy brands have embraced this local tradition, with Welsh jewellery companies promoting love spoons, Visit Wales running romantic getaway campaigns, and local chocolatiers creating limited-edition treats. It’s a perfect way to connect with audiences in a personal and meaningful way.

From tradition to big business

Throughout history, Valentine’s Day was about small, meaningful acts of love - a heartfelt letter, a poem, or a bunch of handpicked flowers. Today, it has transformed into a multi-billion-pound industry. Shops turn pink and red overnight, brands roll out special Valentine’s deals, and social media fills up with grand gestures.

Make no mistake, marketing has been at the heart of this transformation. Over the years, brands have successfully linked love with spending, making people feel that the more they give, the more they care.

How marketing creates the Valentine’s Day hype

Marketing teams use a few key tactics to build excitement and drive sales:

· Emotional advertising: Heartwarming TV ads and touching social media campaigns create a sense of romance and nostalgia.

· Limited time offers: Special "Valentine’s only" deals encourage people to buy before it’s too late.

· Influencer & celebrity culture: Seeing big names go all out for Valentine’s makes people feel they should do the same.

· Social media pressure: Instagram and TikTok are full of lavish surprises, luxury gifts, and perfect date nights - making the day feel bigger than ever.

Some of the most successful and iconic campaigns have used emotional storytelling and clever social strategies to boost excitement.

Cadbury’s “Love and Share” Campaign:

Chocolate and Valentine’s Day go hand in hand, and Cadbury made the most of this with their “Love and Share” campaign, which encouraged people to share moments of kindness while enjoying a chocolate treat

Galentine’s Day:

Thanks to the hit TV show Parks and Recreation, Galentine’s Day (celebrating friendship over romantic love) became a viral trend, and brands quickly tapped into this by offering “Galentine’s” products and experiences. For example, Sainsbury's celebrated Galentine's Day with a campaign promoting gifts and meal ideas for friends, encouraging people to celebrate platonic love as much as romantic love.

Toblerone’s “Love Insurance” Campaign:

In 2023, Toblerone launched a playful Valentine's Day campaign offering a special edition chocolate bar with "love insurance." The idea was to acknowledge the uncertainty that sometimes comes with new relationships. If a couple’s relationship didn’t last, customers could register their purchase on Instagram and receive a redeemable online voucher. This quirky campaign turned the unpredictability of romance into a fun marketing moment, ensuring that both the chocolate and the relationship wouldn’t be a regret.

Has marketing changed the meaning of Valentine’s Day?

There’s no doubt that marketing has made Valentine’s Day feel more commercial. Some love the excuse to celebrate in style, while others feel pressured to spend more than they’d like. Either way, one thing is clear - marketing has the power to shape how we see and respond to events and traditions, whether we realise it or not.

Marketing is a powerful tool, and just like love, it’s something that should be embraced by everyone. If you’re ready to make your brand feel the love this Valentine’s - or any time - get in touch with us. We’re here to help your ideas become a reality.

All you need is love... and a great marketing strategy: How marketing transformed Valentine’s Day

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