Discover retail tips and tactics to drive sales this Valentine's Day.
Valentine’s Day isn’t just about romance and roses; it’s one of the first serious trading moments of the retail year.
With Aussies spending more than $500 million every year, Valentine’s Day is a chance for brands to test momentum early, sharpen their marketing, and capture shoppers who are ready to spend.
“There are a lot of opportunities for retailers to play in that space,” confirms Brian Walker, the CEO of Retail Doctor. For small and mid-sized retailers in particular, it’s a moment to play in the same space as larger retailers.
However, Walker warns that driving sales in the lead-up to Valentine’s Day requires “more than sticking a couple of red hearts on a display.”
Instead, “every retailer should ask themselves if they have a brand or offering that evokes an emotional response from a customer”. If so, he explains, consider how to convey that emotion or sense of romance in an authentic way.
Here’s how to make the most of Valentine’s Day in 2026...
Think outside the chocolate box
Red roses, chocolates, lingerie and jewellery might be the classic gifts, but there are plenty of products that can be promoted as romantic. “Homewares is an obvious example where it just makes sense,” says Walker.
Beautiful stationery, gourmet food products, gardening, furniture, tech and more have plenty of room to be pitched as a personalised way to impress your partner. Experiential gifts are another increasingly popular option. Think a cooking class, wine tasting or a weekend getaway - and especially anything that can be enjoyed as a couple.
Emphasise value this Valentine's Day
With budgets under scrutiny – especially after the excesses of the festive season – flexibility matters.
Consider offering items at a wide mix of accessible price points or offering value-led bundles that maximise impact without discounting. Personalising gifts can be another way to add value at minimal cost.
And don’t forget to remind customers that you offer Afterpay, so they can purchase a gift and pay for it in instalments.
Make it easy to shop Valentine's Day
Shoppers start looking for Valentine’s Day gifts in the last week of January according to Google Trends, so it’s important to start planning your marketing now.
This might include planning social media content and sending out reminders and countdowns to your mailing list.
Don’t have time to create social media assets? Take a look at our free marketing templates here [LINK]. They make creating emails, social media posts and even landing pages simple and straightforward.
Creating a dedicated Valentine’s Day landing page or gift guide is another way to make it easy for shoppers to purchase.
Remember: many Valentine’s purchases happen on mobile – often quickly and emotionally – so frictionless checkout and clear gifting cues matter.
Have fun with it
“This is one of the great times to be cheeky,” says Walker. “It will make sense for many to not take it too seriously.”
While it’s natural for some brands to run with Valentine’s Day as romantic day with a capital R (think jewellery), others will do better with a dose of irreverence and humour.
Think about opportunities that speak to the personal, unique approach over the generic gift choice – think messaging around giving them “what they really want” or something that will “show them you know them better than red roses ever will”, for example.
Don’t forget Galentine’s Day
Speaking of irreverence, don’t forget that the day before Valentine’s Day, February 13, is Galentine’s Day – an opportunity to celebrate non-romantic friendships (even pets4) and another opportunity to market to a different demographic.
Galentine’s Day tends to be especially popular among Gen Z, who may also view Valentine’s Day as an opportunity for self-love and may be looking for gifts themselves.
Offer last-minute options
Valentine’s Day gifts are often a last-minute purchase. (Nearly a third of people make dinner reservations within two days of Valentine’s Day, according to booking platform Open Table.)
Cater to last-minute or forgetful shoppers by reminding customers and email subscribers about shipping cut-off dates, and offering express post and a click-and-collect option, as well as vouchers.
Collaborate to create something special
Limited-edition partnerships between complementary brands can add instant appeal at Valentine’s Day – offering shoppers something that feels considered, exclusive and a little unexpected, while introducing your brand to new audiences.
Think adjacencies, not competitors. A fragrance brand might partner with a boutique candle maker; a fashion retailer could bundle an accessory with a florist or chocolatier; a cookware brand could collaborate with a premium pantry label to create a gift-ready set that feels effortless but elevated.
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