The gift card holds deep emotions. It has secured a special place in the hearts of lovers and last-minute shoppers for the Valentine’s Day. We break down the market for you!
Global trends in the Valentine’s Day gift card market
Recent figures reveal interesting trends in the Valentine’s Day gift card market.
In 2025, the average amount for activated gift cards was €42, one euro less than in 2024.
However, this does not dampen consumers’ enthusiasm for making their partner happy. This is especially true in e-commerce or for certain industries.
gift card market for Valentine’s Day
Physical or digital gift card: which one is more popular?
It is interesting to note that purchasing behavior varies between in-store and online purchases when it comes to buying a gift card.
In 2025, the average amount of an activated gift card was €39 in stores*. Online, the average amount of a purchased gift card increased to €62.
Several reasons could explain this:
- Convenience and accessibility! The practicality and ease of online shopping may encourage consumers to spend more on gift cards when shopping on the internet. The online purchasing process is often faster and smoother, which can lead to higher average amounts.
- Online, consumers often have access to a wider variety of products and services from different merchants. This can influence the average amount of gift cards.
- Additionally, online offers may include higher-end products or experiences, which could lead to higher average amounts.
Keep in mind that, on Valentine’s Day itself, last-minute shoppers spend an average of €40 in stores and €79 online. Is guilt more generous online?
gift card market for Valentine’s Day
Which industries stand out?
Data reveals that certain industries perform particularly well in the Valentine’s Day gift card market. The celebration of love influences consumer behavior.
In stores, the beauty and wellness sector leads with an average amount of €92. Fashion follows in second place (€75), with sports & leisure in third (€68).
Online results confirm the general trend revealed by a Shopify study: the beauty and wellness sector is booming this year! Once again, it takes the top spot, with a much higher average amount (€133). Sports & leisure take second place with €107. Finally, the home & garden sector makes it onto the podium, with an average amount of €75.
And on Valentine’s Day itself, do last-minute shoppers follow the same spending trends?
Top 3 industries by average activated amount in stores
- Beauty & wellness: €131
- Sports & leisure: €71
- Fashion: €70
Top 3 industries by average activated amount online
- Beauty & wellness: €98
- Fashion: €85
- Home & garden: €64
What marketing strategies should be adopted for Valentine’s Day?
With this data in hand, it is crucial for marketing and e-commerce professionals to leverage the observed trends.
For beauty and wellness brands, for example, highlighting the in-store sensory experience can be a major advantage. Offering customers the option to choose a beautiful card and an elegant pouch may encourage them to buy in-store, thereby increasing the average gift card amount.
Valentine’s Day gift card: how to attract and retain your customers?
The Valentine's Day gift card market offers a great opportunity for retail professionals. Whether online or in-store, Valentine's Day remains a key moment to spread love and boost business. By understanding your customers' purchasing behaviors and adapting your marketing strategies accordingly, you can maximize sales and create memorable experiences!
Don’t wait—make Valentine’s Day a resounding success for your brand!
At Global POS, we offer an omnichannel and customizable gift card solution to turn every gift into a true emotion!
* Average amount of a gift card purchased between Wednesday, February 7, and Wednesday, February 14, 2024, across all industries.
