Klaviyo Analysis: Valentine's Day Discounts Ease as Brands Shift to Personalization
Average discount levels for Valentine's Day fell from 12% last year to just over 10% in 2026, signaling reduced reliance on promotions as brands focus on customer data and personalization .
Key Findings:
Health and beauty discounts declined from 17% to around 12%
Jewelry remains the most prominent category (31% of campaigns)
Food and beverage and pet products are increasingly featured in Valentine's campaigns
Product views related to Valentine's Day rose 28% year-over-year
Jamie Domenici, Chief Marketing Officer at Klaviyo, stated: "It's no longer about buying a gift for one special someone. For some people, it's Galentine's Day, for others, it's a treat-yourself moment or an excuse to do something fun. If you know which of those moments your customer is shopping for, you don't have to rely on discounts to get their attention" .
