Ah, Valentine’s Day – the Marmite of holidays.
For some, it’s a day of roses, Hotel Chocolat, and a posh meal out (or the trusty M&S Dine In). For others, it’s a prime excuse to dodge packed restaurants and eye-wateringly overpriced chocs.
But how do Brits really feel about Cupid’s big day? 💕
In true OnePulse fashion, we asked 600 Brits, and the results are as revealing as they are relatable (spoiler alert: not everyone is feeling the love).
How Brits feel about Valentine’s Day
Turns out, we’re a nation split right down the middle when it comes to embracing romance. Nearly 30% are all in, marking Valentine’s Day every year without fail. Meanwhile,30% aren’t buying into it – not the cards, flowers, or those delicious heart-shaped doughnuts. And then you’ve got the 22% who play it by ear and decide on the day whether they’re feeling the vibes or just fancy an early night.
Valentine’s mood check: Meh or marvellous?
For a small but mighty 18%, Valentine’s is the highlight of their year—full of romance and excitement. But for most? Not so much. A solid 38% feel completely neutral, treating February 14th like any other day. Then there are the cynics—1 in 4 reckon it’s all just a marketing ploy. Overpriced flowers? Eye-roll. Cheesy cards? Hard pass.
What does Valentine’s even mean to Brits?
The meaning of Valentine’s? It’s a bit of a mixed bag. For 23% it’s all about love and romance – the classic hearts, flowers, and candlelit dinner scenario. Meanwhile, 28% take a broader view, seeing it as a chance to appreciate all relationships – mates, family, and pets. But then, we’ve got the sceptics. 38% reckon it’s nothing more than a clever excuse to flog stuff – heart-shaped everything, overpriced chocolates, and all. And 11%? Well, they’re just out here wondering what the day is even about.
What do consumers really want from brands at Valentine’s?
Valentine’s Day marketing can be a bit of a minefield—get it right, and people are all in. Get it wrong, and it’s just another reminder that love might cost a thing (or at least come wrapped in overpriced, heart-shaped packaging). So, what do Brits want from Valentine’s campaigns?
Overall campaign vibes
Not everyone’s here for the mush. While 1 in 4 love the classic lovebirds approach, more (28%) want a mix of everything—romance, friendships, self-love, the lot. Speaking of which, 22% reckon Valentine’s is all about treating yourself (because who needs a partner when you’ve got a MAFS and Uber Eats?). And 15% would rather brands shower their pets with love—because let’s be honest, they deserve it more.
And we know Brits love a laugh, so it’s not surprising that funny, lighthearted campaigns (27%) top the list for a favourite type of Valentine’s campaign, closely followed by creative ones (25%). Meanwhile, only 17% are here for the full-blown romance, and 32% don’t like any Valentine’s campaigns. At. All… Brutal.
How to make hearts wallets flutter
Forget that pink and red heart themed packaging (only 12% care). What do Brits really want? Big discounts (26%), free gifts (21%), and a decent BOGOF deal (16%). So if you want your brand to win over consumers, leave the fluff behind and just lower the prices.
Brands + Romance = They may swipe left
Some brands go BIG on the romance, but do consumers love it? Not really. 1 in 4 think it’s fun, while over 1 in 3 say it depends—get it wrong, and they’ll cringe (& scroll) past it. Meanwhile, 37% think it all feels a bit forced.
So, are brands essential to the V-Day vibes?
Short answer: nope. 51% said Valentine’s would feel more genuine without brands jumping on the bandwagon. Only 16% think brands make the day feel more exciting, while the rest (33%) reckon they’d still celebrate either way. Translation? Brands can try, but they’re really not the ones keeping romance alive.
To impress consumers, ditch the cheese and focus on fun, inclusivity, and actual value. Whether it’s love, mates, or pets, the best campaigns are the ones that don’t try too hard.
2025 Valentine’s marketing efforts that got us Pulsing!
So, what did Brits think of the 2025 Valentine’s from brands? And how did global brands add their spin? Let’s dive into what got us pulsing, from our hometurf here in the UK to creative efforts worldwide.
🇸🇪 IKEA’s love, Meatballs, and flat-pack romance
IKEA Canada’s three-course Valentine’s meal for $20 has Brits divided. While 30% love it, 30% find it weird but fun, and 17% would rather eat elsewhere. As for Swedish meatballs? 32% say tasty, not romantic, 28% want fancier options, and 19% think a heart-shaped something on the plate could help. Would Brits try it if IKEA had done it? 1 in 4 would if they could shop too.
💌 ‘Work Husband’: Banter or a one-way ticket to HR?
Card Factory has launched a ‘Work Husband’ card, and Brits are divided. Some find it top-tier office banter, while others think it’s toeing the line of HR might have a word. Most people (68%) know the terms ‘Work Husband’ or ‘Work Wife,’ but only 14% actually use them. As for Valentine’s in the workplace? The mood is clear: 41% say keep it professional, while just 7% think it’s harmless fun. And the ‘Work Husband’ card itself? 58% prefer to keep their workmates mates—only 8% would actually give one.
👟 Wearing your heart on your… feet?
Adidas is setting hearts racing with its limited-edition, heart-themed Valentine’s shoes, but are consumers actually falling head over heels? 1 in 4 find them “super cute”, a more significant 1 in 3 think they’re nice but not for them. Meanwhile, 40% prefer simpler designs. Is exclusivity a selling point at Valentine’s? While 17% enjoy the thrill of a limited drop, 38% think they’re overhyped, and 44% don’t pay attention to them.
☕️ A touch of romance to every sip
Starbucks’ Valentine’s-themed tumblers and cold cups have arrived in the US. While 6% are loyal collectors, and 1 in 4 grab a piece if it catches their eye, the majority (69%) enjoy the festive touch but don’t always purchase. When it comes to holiday spirit, 12% say Starbucks enhances the occasion with their limited edition Valentine’s-themed drinks, while 29% appreciate the themed designs despite the commercial aspect.
Ready to steal hearts with your next campaign? 💘
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