Like other holidays, there are certain stereotypical activities and notions tied to celebrating Valentine’s Day–chocolates, roses, fine dining restaurants, jewelry, and romantic gestures. It’s a day when couples splurge in honor of their relationship.
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But what if we told you that all that could change this year? Drawing from her expertise in the wedding industry, Wedded Wonderland co-founder Wendy El-Khoury gives her thoughts on the many ways this indulgent day is evolving:
1. Couples are rejecting consumerism
Gone are the days of mindless consumption. Research increasingly debunks the notion that retail therapy leads to lasting happiness. In fact, The Conversation highlights emerging studies that suggest minimal consumption lifestyles contribute to greater personal satisfaction and environmental benefits.
Regarding Valentine’s Day, El-Khoury observes: “There’s a growing awareness of how commercialized Valentine’s Day has become. People are tired of the pressure to buy expensive gifts and participate in a manufactured holiday. Instead, they’re focusing on genuine expressions of love and appreciation throughout the entire month.”
This year, expect couples to forgo traditional gift-giving in favor of more meaningful experiences, such as intimate home-cooked dinners or thoughtfully planned weekend getaways.
2. Self-love is taking center-stage
Conversations surrounding self-love are making individuals more aware of their own well-being–whether they’re in a relationship or not. Time Magazine would even go so far as saying that it has become a “societal obsession.”
This focus on self-care applies to El-Khoury’s forecast for Valentine’s Day: “February is also becoming a time for self-reflection and self-care. People are prioritizing their own well-being and practicing self-love, recognizing that it’s essential for healthy relationships.”
Popular practices for couples alike include spa retreats, journaling, creative pursuits, and other activities that encourage relaxation and personal fulfillment. The trend is already evident among singles who reclaim Valentine’s Day as an opportunity for empowerment and self-appreciation.
3. Love beyond romance
“Valentine’s Day is no longer just for romantic couples,” says El-Khoury. “It’s a time to celebrate all kinds of love–friendships, family bonds, and even the love we have for ourselves. This broader definition allows for more inclusive and meaningful celebrations.”
True enough, data from the National Retail Federation of the U.S. reports that one-third of consumers plan to purchase gifts for friends, while 19% intend to buy gifts for colleagues. Meanwhile, spending for family members is projected to increase by $4 billion this year, highlighting the growing phenomenon of Valentine’s as a day to celebrate all relationships with loved ones.
Galentine’s Day is a great example of this trend. The intimate gathering celebrates female friendships over simple parties, and it’s becoming increasingly popular every year. This inclusivity may soon inspire even more variations of Valentine’s Day festivities.
4. The month of love
For some, a single day of celebration feels underwhelming, much like the build up to Christmas. El-Khoury envisions Valentine’s Day transforming into a month-long occasion filled with both grand and subtle gestures of appreciation.
“Instead of cramming all the romance into one day, couples are spreading the love throughout February. This allows for more thoughtful gestures, quality time, and meaningful experiences.”
Not to be misunderstood as a month of lavish spending, this longer depiction of Valentine’s is more about actively making time for your partner or loved ones. This could be in the form of weekly check-ins, occasional brunches or dinners, and engaging in shared hobbies.
5. Prioritizing experiences over material gifts
“Just like the changing landscape of wedding proposals, experiences are becoming more valued than material gifts when it comes to Valentine’s,” says El-Khoury. “Couples are opting for activities, adventures, and shared moments that create lasting memories.”
While some people like receiving or giving gifts to express their love, data shows that experiences are the more popular choice for consumers across the board–and the same goes for couples during Valentine’s.
Forbes echoes this prediction: “Consumers are placing greater value on experiences rather than physical gifts, a trend that has been growing for years but is now a dominant force in Valentine’s spending. Research suggests that younger consumers, in particular, would rather spend money on shared experiences than traditional gifts.”
Experiences are not defined by how expensive they are but the depth of connection they can provide. Whether it’s a cooking class, a spontaneous road trip, or a scenic hike, these moments foster stronger emotional bonds and shared memories.
6. No phones attached
These emerging trends emphasize mindfulness and meaningful interactions, making one prerequisite increasingly clear: disconnecting from digital distractions. Imagine embarking on a romantic getaway only to find your partner glued to their phone—hardly an ideal way to celebrate love.
El-Khoury adds that disengaging from social media also removes the expectation to curate “Instagram-worthy” celebrations: “With the constant pressure of social media, many people are choosing to disconnect and focus on real-life connections. This allows for more present and meaningful interactions with loved ones.”
Rather than drawing inspiration from online trends, why not tailor Valentine’s Day plans to align with the passions and interests of your loved ones? After all, the holiday is about celebrating love itself, not the number of likes on a post.
“This Valentine’s Day, expect to see less pressure and more genuine expressions of love,” concludes El-Khoury. “It’s about appreciating the people in our lives and celebrating the different forms love can take, all month long.”
How will you be celebrating this Month of Love? Share your plans for making this Valentine’s more meaningful in the comments below!
