Marketing

Valentine’s Day might be losing its mojo

Fewer people plan to go out to dinner this year for the holiday, per Morning Consult data. And brands are approaching the love-fest warily.
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Francis Scialabba

· less than 3 min read

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The snow is falling, the candy hearts are lining grocery-store shelves, and your Hinge matches are asking if you’re “doing anything” for the Hallmark holiday.

It’s the second pandemic-era Valentine’s Day. While some parts of the country have more Covid restrictions than others, new Morning Consult data shows that the virus is still affecting how people are celebrating nationally.

Only 43% of people celebrating V-Day plan on going out to dinner, compared to 69% who said the same pre-pandemic, according to results from a Morning Consult poll of more than 1,000 US adults last month.

Here’s what a few food and bevy brands are doing for the holiday this year:

  • Short Stories: New Yorkers can slide into the restaurant and bar’s DMs (@shortstories) to get a cake version of its signature shark-shaped disco ball delivered to their homes. It just so happens to be infused with a cannabis blend. “We are doing this to start getting ahead of the curve on recreational legalization in a really fun way,” partner Ashwin Deshmukh told Marketing Brew.
  • Cometeer: The coffee company is running a Valentine’s Day promo for the holiday. Until February 14 via Cometeer’s website, you can send your lover (or whoever) a gift that lets them pick out their ideal coffee.

+1: Brands like Etsy are letting consumers opt out of Valentine’s Day emails if they’d rather not be reminded of the holiday. Per NRF, Valentine’s Day celebrations have declined in the US over the past decade, with 10% fewer people planning to observe the holiday in 2022 than in 2009.—PB

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