Valentine’s Day Reveals How Brands Are Shifting Their Marketing to Address Singles

Photo: This year, the National Retail Federation found that consumers plan to spend $10.1 billion on gifts for non-romantic recipients, making up 45% of the total Valentine’s spend. — Getty Images / AleksandarNakic. Article by Joan Verdon. CO by US Chamber of Commerce – February 10, 2021.

E-commerce has made it easier than ever for companies to abandon a one-size-fits-all message and court solo consumers.

Key takeaways:

• One-person households are growing, and now total 36.2 million in the U.S., or 28% of all households.
• This year, 45% of all the dollars spent for Valentine’s Day will be spent for non-romantic friends, family members and others.
• Personalization tools give brands the ability to customize their websites and their marketing messages, to very specific audiences throughout the year. […]

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