Valentine’s search trends: Winning hearts with Ask Arlo
As February 14th approaches, consumers are on a mission to find the perfect gifts. So, who’s winning hearts (and clicks) this season?
Ask Arlo, your GenAI-powered search assistant, is here to reveal the top search trends, key competitors, and actionable insights shaping Valentine’s Day shopping.
Published by Sarah MasonFebruary 12, 2025
Share Resource
Love is in the air, and so are the surging search trends for Valentine’s gifts! As February 14th approaches, consumers are on the hunt for the perfect way to show their affection. Whether it’s chocolates, cards, jewellery, or romantic staycations, brands are competing for attention in the digital space.
Want to know who’s capturing the most love this season? Ask Arlo, your GenAI-powered search assistant, is here to reveal the hottest Valentine’s search trends and competitive insights.
Signed, sealed, delivered: Valentine’s cards
Nothing beats a heartfelt message on Valentine’s Day. But which brands are leading the charge in search results?
Notonthehighstreet.com led with the highest click share, peaking at 9.66% in late January before settling at 6.43% by the end of February.
Amazon.co.uk and Etsy.com followed with modest but stable click shares, maintaining steady competition in the category.
Lunarcards.com started strong at 4.26% click share but gradually declined to 3.63%, facing rising competition from Velmora.com.
Velmora.com saw growth, increasing its click share from 2.19% to 3.90%, suggesting successful PPC efforts.
Key dates for Valentine’s card shopping:
February 1st-7th: Early buyers search for personalized options.
February 10th-12th: A surge in searches as procrastinators start to panic.
February 13th-14th: Last-minute buyers turn to e-cards and next-day delivery options.
Key takeaway: Personalization and urgency messaging are the key drivers, therefore brands should focus on timing campaigns around peak shopping dates.
A sweet deal: Valentine's chocolate trends
Nothing says “I love you” like chocolate, but which brands are capturing the most attention in the competitive space?
Hotelchocolat.com led with 16.01% click share, strong keywords, and Avg. Pos: 7.8.
Harrods.com had 13.44% click share with a highly targeted PPC approach.
Notonthehighstreet.com had the most impressions (86M+) but room for optimization.
Fortnumandmason.com overspent (17.35% share) for only 11.01% clicks.
Lunarcards.com held 10.38% click share, with growth potential in keywords and positioning.
Product Detail: Highlighting luxury chocolates and limited-edition Valentine’s offerings.
Emotional Appeal: Tapping into sentiment-driven messaging to drive engagement.
Pricing Transparency: Displaying clear price ranges to reduce hesitation.
Social Proof: Leveraging a 4.6 star rating and premium imagery to build credibility.
Key takeaway: Successful brands blend luxury messaging, scarcity tactics, and strong brand recall to convert high-intent buyers.
The perfect getaway: Valentine's staycations
While some couples jet off to exotic locations, others seek cozy, romantic escapes closer to home. But when it comes to romantic getaways, which brands are winning in search?
Peak booking weeks (Jan 21 – Feb 17):
January 21 – January 27: Booking.com peaked at 13.5%, followed by TUI.co.uk at 10.27%.
January 28 – February 3: Booking.com climbed to 13.83%, maintaining strong dominance.
February 4 – February 10: Continued high search interest with Booking.com at 13.07% and TUI.co.uk at 10.56%.
February 11 – February 17: Search trends slightly declined but remained robust.
Diverse accommodation options: Brands like Booking.com and Hotels.com lead with variety, promoting “A Wide Range of Romantic Getaways” to suit every couple’s taste and budget.
Savings & limited-time offers: Many ads emphasize financial perks like “Save up to £400 on Your Next Escape”, tapping into price-conscious shoppers.
Flexibility for last-minute planners: “Free Cancellation” and “Fully Refundable Stays” are key messages, easing commitment fears.
Ease of booking & convenience: Competitors highlight seamless experiences with “Book in Minutes” and “Fast & Easy” messaging, appealing to spontaneous getaways.
Visual & social proof matters: High-quality images and customer reviews build trust, persuading hesitant couples to take the plunge.
Key takeaway:
Most searches occurred between January 21 – February 17, aligning with pre-Valentine’s booking behaviors.
Leverage urgency messaging like “Limited-Time Valentine’s Deals – Book Now!”
Highlight flexibility with “Free Cancellations” and “Refundable Packages.”
Use retargeting to re-engage visitors who searched but didn’t book.
Valentine’s jewellery trends
Jewellery remains a top choice for Valentine’s gifts, but with new competitors entering the market, brands need to adjust their PPC strategies to stay on top.
Over the past four weeks, gnoce.co.uk has emerged as a new competitor in the ‘Valentine’s Jewellery’ advertising space.
Here are the key insights:
Quickly captured 6% of click share and 17% of impression share within just two weeks.
This suggests a strategic push into the Valentine’s Jewellery space, likely through aggressive bidding on high-intent keywords.
Competitor movements & strategy shifts:
Giftandwrap.co.uk is shifting budget toward mobile-first shoppers, increasing mobile ad focus while reducing desktop spend.
Swarovski.com is pulling back on PLA campaigns, creating market share opportunities for competitors
Key takeaway: To stay ahead, brands should monitor emerging competitors, optimize mobile bidding, and capitalize on market gaps left by brands reducing spend. Smart keyword investments and a balanced cross-device strategy will be crucial to winning clicks in this high-intent category.
PPC market share analysis reports: Who’s winning the PPC Race?
To better understand how jewellery brands are competing across the UK retail landscape, Adthena’s Retail Market Share Report provides a comprehensive look at PPC market share movements. This data-driven report tracks shifts in ad spend, visibility, and competitor growth, offering brands a competitive edge in search.
Explore our Market Share insights for a broader look at industry-wide performance trends.
Turn Valentine’s trends into winning PPC strategies with Ask Arlo
Valentine’s search trends are evolving fast, and competition is fierce across chocolates, jewellery, and romantic getaways. Ask Arlo analyzes who’s gaining ground, where the biggest opportunities lie, and how you can refine your PPC strategy to stay ahead.
Want to see the trends shaping your market? Get in touch with one of our search consultants to book a demo.
