Valentine's Day has become an important driver of retail sales in Germany. The German Retail Association (HDE) predicts sales of around €1.3 billion on this day in 2025, a significant increase on previous years. Valentine's Day is therefore not only a day for messages of love, but also a special opportunity for many sectors to make a tidy profit. While flowers and chocolate are still classics, the beauty industry in particular has seen an increase in demand and sales every year.
According to surveys (Valentinstag: Beliebteste Geschenke), not only do a large proportion of people opt for sweets (30%), preferably heart-shaped chocolates, or flowers (29%) on Valentine's Day, but also perfume. A previous survey by Statista found that perfume and cosmetics account for around 30% of Valentine's Day gifts. At 41%, the majority prefer to buy these from local retailers. Within the beauty industry, drugstores, cosmetics and perfume stores are particularly affected by this trend. Small fragrances, gift sets and boutique items are particularly popular around the holidays. Although there are no precise figures on the increase in beauty industry sales on Valentine's Day, these trends suggest that there is a significant increase in demand for cosmetics and perfume products on this day. Advice from chemists and beauticians on the latest beauty trends and tips for the perfect fragrance gift are more in demand than ever. Gift vouchers, especially for cosmetics and skincare products, are also very popular. The wellness sector is also benefiting. Couples and individual massages are often booked on this day, and both masseurs and spa therapists can look forward to a busy day. On average, people spend around €70 on Valentine's Day.
Valentine's Day is therefore a profitable day for many sectors - whether food, florists or beauty brands, whether retail or services. A clear advantage for brands, spas and perfumeries that know how to offer their customers the perfect gift for Valentine's Day.
Comments