Unlocking Valentine’s Day Sales: Insights from Omnisend’s Greg Zakowicz

1. What surprised you most about the data showing that only 23% of brands leveraged Valentine’s Day marketing ?

I am surprised by just how few brands take advantage of the holiday. It’s a no-brainer to me that brands would lean into the holiday, any holiday, to capture sales. They do it for the Super Bowl and March Madness, even if their business is not sports-related. Why would Valentine’s Day be different? This shows how differently brands think about the holiday versus how consumers do.

2. How much revenue potential are brands leaving on the table by skipping Valentine’s Day campaigns ?

While this will be specific to brands, it’s estimated that up to one-fifth of Q1 sales might be lost by not marketing around the big day. Shoppers feel they “have permission” to splurge on unnecessary purchases around holidays, leaving brands with an opportunity to increase sales and average order values of their customers around this time.  

3. Why do you think many brands still believe Valentine’s Day isn’t relevant to them, and how can they shift that mindset ?

For many marketers, Valentine’s Day is established in their minds as a day for romance. This is how it’s always been. So, when a brand sells car parts or small consumer electronics, the products don’t scream, “I love you.” Hence, they ignore it,  

This has been changing over recent years, and while it’s still a valid romance day, it’s more centered around general love and friendship. That love can now be self-love, friendship love, familial love, and even puppy love. When marketers start thinking along these lines, they’ll find a variety of holidays open up to them.  

4. Omnisend’s data shows that Valentine’s Day spending has expanded beyond traditional romantic gifts. What are some unexpected product categories seeing growth ?

Considering what I said before, it’s no surprise the Pet category sees an increase. People love their furry friends. However, the categories that surprise me most are Autos & Vehicles and Safety & Survival. These two categories are not ones you think about when it comes to romance. To me, they scream self-love. 

Of course, you may get the occasional outdoorsman or gearhead gift, double-digit increases can only be explained by people treating themselves. Other industries that might be a combination of self-gifting and gifts for others are Games, Toys & Hobbies, and Entertainment. One thing remains clear: people shop across all categories, regardless of the season.

5. Your research indicates that brands start marketing too late. What’s the ideal timeline for launching a successful Valentine’s campaign ?

I’d begin teasing roughly three weeks before, with heavy promotions roughly two weeks before. This will put the holiday and products in peoples’ minds and capture early interest. However, we see there is still an opportunity on the day itself. Remember, since people are self-gifting, treating themselves to a little something special on the actual day seems fitting.     

6. How can ecommerce brands that missed out this year prepare early for Valentine’s Day 2026 ?

It’s simple: commit to running a dedicated Valentine’s Day campaign. Having plenty of time to plan in advance allows brands to come up with something creative for their audiences. I wouldn’t worry about starting too early either. If consumers continue to seek value, being early to the game is better than being late — good value is good value. 

7. You suggest brands should market for all holidays, even those seemingly unrelated to their industry. What are some examples of brands successfully doing this ?

Talking about furry friends, the company Rocky Mountain Dog is running a Valentine’s Day campaign. One of their emails mentions, “Valentine’s Day isn’t just for humans.” This is a perfect example of a company taking full advantage of a nontraditional pet holiday. 

8. What last-minute marketing tactics can brands use to engage shoppers and drive sales in the final days before Valentine’s Day ?

In general, use urgency in your email and SMS. You can introduce the day and play into its friendly spirit. Here are a couple of ideas. 

1. Send a “Valentine’s gift” to your customers. A simple “Here’s a gift for you” email with a special discount can help you stand out and generate sales.

2. As I mentioned, think beyond couples. Not everyone is celebrating romance, but many are treating themselves, their pets, and their friends. To widen your audience, promote self-care, Galentine’s Day, or pet-focused gifts.

3. Offer instant gift options. For those who procrastinate, gift cards, e-gifts, and same-day pickup options make last-minute purchases easy. Promoting these alternatives can capture late-stage buyers who might otherwise skip the holiday.

4. Use urgency to generate last-minute sales. Remind customers that time is running out for Valentine’s gifts, whether for partners, friends, or themselves. Limited-time offers and “last chance” messaging are strong purchase incentives.

9. Beyond email, what other marketing channels (e.g., SMS, social media) are most effective for Valentine’s Day campaigns ?

All channels work well when done well. Social media is a nice option for those who have romance-related items to promote. The bold colors and easily identifiable content are easy to spot and stand out as users scroll. 

SMS works well across all product categories and at all times, especially closer to the holiday. However, SMS can easily be used in behavior-based automation, meaning brands can automatically retarget shoppers with text messages at high-intent stages of their journeys. Brands can even combine their email and SMS automations, creating a relevant, multi-channel consumer experience.

10. How do economic factors influence holiday marketing trends, and what strategies should brands adopt to remain competitive ?

We’d be naive to think they don’t, but this can be both a detriment and an advantage. When economic factors are challenging, and I would say now they are, consumers seek value. Value can mean product quality, price, customer service, or anything else that makes them feel confident in a brand and its products. 

Brands that run sales during the holiday period can appeal to consumers’ desire to find value. They can also create product bundles that help increase the average order value while making shoppers feel like they are getting more for less. For instance, think of a brand running a three-product bundle featuring one gift for them, one for you, and one for your pet — it’s a trifecta of love.