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Despite economic uncertainty, consumer spending on Valentine’s Day has surged in recent years. In 2023, the National Retail Federation and market research company Prosper Insights & Analytics found that shoppers spent a record high of $25.9 billion on Valentine’s Day-related products, with individual shoppers spending close to $193, up from $175.41 in 2022. Valentine’s Day 2023 drove the second-highest documented sales since the companies began tracking Valentine’s Day spending in 2004.
The increase in Valentine’s Day spending can be attributed to a number of reasons, including shoppers buying gifts for more than just their romantic partners. Social media and strategic brand marketing have also been factors. On TikTok, the hashtag #valentinesdaygift has 2.7 billion views, while #valentinesdaygiftsforhim has 92.7 million views and #valentinesgiftsforher has 36.4 million views.
Currently, one of Google’s most searched topics related to the holiday is “Valentine’s Day gifts for him,” with over 114 billion matches for the search query.
“Valentine’s Day can feel like a high-pressure holiday and it can seem harder to buy [gifts for men], but stick with something simple and meaningful. It will always be appreciated,” said Jen Reed (@thesisterstudioig, 1.4 million Instagram followers), shopping expert and founder of home fragrance brand Life in Lilac. Reed often shares her affordable shopping recommendations on morning TV shows like “The View.” “Tech gifts, like new headphones, [are perfect] for the man who has everything,” she said. “For the outdoorsman, [consider] a nice cooler, like the 48 Wheeled Cooler from Yeti. Fresh sneakers for the athlete [are also a great option].”
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According to a survey from market research company YouGov, No. 1 on men’s Valentine’s Day wishlists is pretty simple: a card. The survey also found that a nice dinner out, jewelry, clothing and electronics are also among their top gift preferences.
John Ludeke, senior director of brand marketing at male personal care brand Dr. Squatch, called out a few other trends among men.
“As the men’s grooming industry booms, we’ll see a shift toward self-care-oriented gifts that have, until now, felt reserved for the ladies,” he said. “They’re looking for items that give them a confidence boost, support their goals and help them feel their best. Most guys don’t frequently think about their personal products, so Valentine’s Day is a great time for others to purchase those new or unique products on his behalf.”
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Whether you’re gifting a male family member, close friend or romantic partner, consider shopping these expert-approved Valentine’s Day picks.
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