After a year that challenged even the most committed of relationships, consumers approach the romantic gifting holiday with a focus on self-love, empowerment and friendship, rather than just romantic partners.
The effects of Covid-19 caused a spike in breakups and divorces around the world: In the US, a major legal contract-creation site noted a 34% rise in sales of its basic divorce agreement; in the UK, a leading law firm saw a 122% increase in divorce inquiries between July and October 2020 compared to the same period in the year previous. As a result, many consumers are seeing Valentine’s day through a new lens, taking advantage of the holiday to show appreciation for loved ones besides a significant other, as well as practice self-care.
“Galentine’s Day,” aka Valentine’s celebrated between female friends on February 13, takes on new importance as many friends have been kept apart by threats of the virus. In lieu of jewelry and lingerie, popular gifts include skincare and beauty products, spirits and sweets, and other items like pajamas or candles that can be enjoyed at home.
For self-gifting, retailers, like Nordstrom’s Self-Love pop-in event, encourage consumers to embrace empowering intimates and sexual wellness products, cozy loungewear, jewelry, and other treats.
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