Category
Lifestyle
Assisted Choices
Trend cluster
Category
Redefined
Valentine
Valentine's Day promotions are adapted with the ongoing pandemic in mind.
3.6
Trend score
Trend
What is the Redefined Valentine trend?
Redefined Valentine: Valentine's Day promotions this year are vastly different and serve consumers new, restricted ways of living amidst the ongoing pandemic. Brands are offering everything from Valentine's themed virtual wine tastings to chef-made meals that can be enjoyed with a partner at home.
Insight
The consumer insight behind the Redefined Valentine trend
Since living with changing pandemic restrictions for the better part of a year, consumers around the world are craving a sense of normalcy. Despite the drastic changes they've undergone, people are still celebrating and finding ways to live their pre-pandemic lives, but in adapted ways that protect their safety and the safety of those around them.
Trend themes
Themes within the Redefined Valentine trend
Three behaviours holding the trend together01
Adapted Celebrations
Brands are offering new, restricted ways of celebrating holidays amidst the ongoing pandemic, such as Valentine's Day promotions with at-home options like virtual tastings and DIY kits.
02
Increased Use of Virtual Platforms
Brands are offering virtual experiences to provide fun and safe ways to connect with people during the pandemic, such as virtual tastings and masterclasses for Valentine's Day.
03
Convenience
With indoor dining spaces closed across the country, brands are offering gourmet meal kits that can be enjoyed at home or from afar for holidays such as Valentine's day.
Industry implications
What the Redefined Valentine trend means for industry
Where the trend changes the playbookFor
Food and Beverage Industry
The food and beverage industry is adapting to the pandemic by offering convenient gourmet meals and at-home options for holidays such as Valentine's Day.
For
E-commerce
As people continue to spend more time at home, e-commerce is offering unique and high-quality products for at-home celebrations, such as gourmet meal kits and DIY jelly boxes for Valentine's Day.
For
Hospitality Industry
The hospitality industry is pivoting towards new service models such as drive-thru dining in order to offer safe and socially-distant options for holidays and special occasions such as Valentine's Day.
Workshop question
How is your brand offering customers a sense of normlacy amidst ongoing uncertainties?
Trend signals
Trend signals for Redefined Valentine
Trend score 3.6 out of 10, from popularity 59%, activity 41%, freshness 9%.
Popularity59%
Activity41%
Freshness9%
Audience
30%Men
70%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Redefined Valentine trend
4 featured examples from Jan 5 to Feb 1, 2021CategoryLifestyle
Luxury Jelly Kits
The St. Valentine's Day Jelly Box Comes with Edible Gold Leaf
Luxury jelly kits and edible gold offer an opportunity for the gourmet food industry to market luxury ingredients and high-end food kits to consumers looking to create restaurant…
CategoryLifestyle
Virtual Valentine's Tastings
Ethel M Chocolates is Hosting Experiences for Valentine's Day Weekend
The food and beverage industry has an opportunity to create virtual tasting experiences for various products, enabling consumers to enjoy unique experiences from their homes.
CategoryLifestyle
Chef-Curated Valentine's Dinners
Goldbelly Makes It Easy to Enjoy Special, Gourmet Meals at Home
Meal kit delivery companies can offer chef-curated, gourmet meal kits as a part of their product line.
CategoryLifestyle
Valentine's Restaurant Drive-Ins
This Year at White Castle, Valentine's Day is Socially Distanced
The restaurant industry can benefit from the trend of drive-in dining experience, specialized holiday menus and carhop service as they provide opportunities for creative marketing…
