Surprising Valentine's Day search trendsBunches of red roses. Heart-shaped cards. Novelty mugs. Life-size teddy bears. Pink chocolates. Yep, you guessed it – Valentine’s Day is here.

14th February is a heavily commercialised and lucrative holiday for brands; the special occasion is now the biggest gifting event in total spend from January through July, overtaking Easter (IRI/Mintel Seasonal Shopper).

According to Finder, 32 million (61%) Brits are set to spend money on their loved ones this Valentine’s Day; men plan to spend £44 on average, compared to £26 for women.

If planned well, brands can reap the benefits from this warm and fuzzy occasion. So, two stars of our content and digital PR teams - Elle Mecrow and Hannah Marshall - have delved into the data to uncover search trends around the big event… 

Search for gifts for men is MUCH higher

This may not come as a surprise, but search volumes for men’s Valentine’s gift ideas are significantly higher than for women.

Searches for ‘Valentine’s Day gifts for men’ increased by 49% (year-on-year).

Men are notoriously difficult to buy for, after all.

Those shopping for him are getting their research in early

Presents for him searches start to steadily increase around October, then hike up in December, January and February.

Whereas, Valentine’s Day gift related terms for her begin to climb in December and, of course, peak in February.

Something for brands to bear in mind when creating and pushing out content. Sometimes user behaviour just won’t align with our business calendars, but if you’re not present in the SERPs at the right time, you can be sure someone else will be.

What were the most searched queries last Valentine’s Day?

Some of the most searched questions last Valentine’s Day were:

  • ‘what to get your boyfriend for valentines day’ (8,100 searches)
  • ‘what to get boyfriend for valentines day’ (5,400 searches)
  • ‘what to get a boy for valentines day’ (5,400 searches)

Clearly, people are looking for some serious gift inspiration for their boyfriends and husbands.

We want our first Valentine’s with a partner to be perfect

Interestingly, there is widespread search for presents, ideas and inspiration for ‘first’ Valentine’s Day.

Naturally we’re keen to make a good impression for that very first V-day and it seems people are looking for reassurance and ideas to make sure they get it right.

We’re last-minute gift givers (shock)

Search volumes for terms relating to last minute gifts are high, along with longer-tail searches around next day delivery. 

In 2019, mobile searches for Valentine’s related terms were up by 28% (year-on-year). Perhaps the last-minute crowd find themselves searching on-the-go before it’s too late!

E-commerce, the stage is yours. Order before nine (PM) and it’ll all be fine…

For more insights or to learn more about our organic search or digital analytics and reporting services, get in touch with the McCann Connected team here.