Home topics news via pexels News News Valentine’s Day shoppers skip discounts as brands lean into personalisation Yajush Gupta February 13, 2026 Valentine’s Day now begins in early January with pet products and food ranking among top gifting categories, according to Klaviyo’s Jamie Domenici. What’s happening: Valentine’s Day discounts have fallen across ecommerce, dropping from 12% last year to just over 10% this year, with health and beauty seeing cuts from 17% to around 12%. Product views are up 28% year on year as consumers browse earlier but purchase closer to February 14. Why this matters: With Valentine’s Day expanding beyond traditional romantic gifting to include Galentine’s celebrations and self-indulgence, retailers using relevance and customer understanding are outperforming those competing purely on price. Valentine’s Day may be circled on the calendar for February 14, but this year’s shopping behaviour reflects a broader shift in how and why consumers spend. Across ecommerce, there were fewer discounts to be had this year, with average offers down from 12% last year to just over 10% this year, according to new data from Klaviyo. In some categories, the pullback was even more pronounced, particularly in health and beauty, where average discounts dropped from 17% to around 12%. With less room to rely on promotions, brands are focusing more on when and how they show up, using relevance, personalisation, and data to connect with consumers. Valentine’s Day isn’t just one thing anymore. It’s no longer about buying a gift for one special someone. For some