Over 100 M exposures! Heart-themed trending on TikTok for Valentine's Day! | EchoTik Popular Trend Insights

 TikTok Shop US e-commerce data weekly (01/15-01/22):

· Total GMV $62.6 million last week, the average daily order value of $8.9 million, a slight decline from the previous week；

· Top 5 categories by GMV last week: Beauty & Personal Care, Womenswear, Collectibles, Sports & Outdoors, and Phones & Electronics；

· The phones & Electronics category experienced the fastest growth in both GMV and sales last week, mainly driven by several S shops (fully hosted) offering affordable hot items, including digital cameras, gaming consoles, mini phones, etc.


As Valentine's Day approaches, consumers are searching for suitable gifts and creative ways to celebrate the holiday on TikTok, aiming for a memorable and romantic time with their loved ones.

 

For sellers, Valentine's Day is also one of the most important marketing holidays in Q1. According to insights and industry strategies released by TikTok For Business, data shows that 69% of consumers plan to celebrate Valentine's Day. In 2023, in just the North American market alone, consumers spent $26 billion on Valentine's Day, an increase of 8.7% compared to 2022. Per capita spending is also on the rise: in 2023, individuals spent an average of $192.8 on Valentine's Day. In terms of gift preparation and celebration, about one-third of consumers choose to purchase gifts online, 43% choose to celebrate the holiday by dining out or traveling with their partners, and about 20% choose to cook or bake to prepare unique surprises for their partners.

 As of January 26th, many major retailers are still stocking up and in the pre-Valentine's Day warm-up phase. However, some retailers have already prepared products for Valentine's Day promotions and have achieved good sales conversions. According to EchoTik data: many explosive products with romantic designs and themes are hot-selling on TikTok—these elements include colors of red and pink, as well as symbols of love such as hearts, roses, Cupid, and couples. These products cover multiple categories including clothing, jewelry, home decor, etc., with sales showing an upward trend in the past 7 days and expected to continue to rise.

 


Additionally, products from various categories such as cosmetics, skincare, digital 3C, kitchenware, etc., are leveraging the "Valentine's Day" setting for marketing. On TikTok, tags related to Valentine's Day have recently seen double growth in exposure and number of works, with a significant increase expected from February 7th to February 14th, reaching a peak. It is recommended for businesses and advertisers to prepare materials quickly and take advantage of the timing for bulk promotions.

 

Recent popular tags include #Valentine (Valentine's Day, 134 million views), #Valentinesdaygift (Valentine's Day gifts, 31 million views), etc. Under these tags, people share moments of selecting Valentine's Day gifts and arranging confession scenes.

 

In addition to regular items, most people will also design packaging themselves or directly purchase DIY gift boxes to show sincerity and enhance the sense of ceremony in gift-giving. For example, the recent trend on the platform, the "butterfly surprise box," which encloses flowers and gifts in a gift box and attaches banknotes or blessing cards to the strings of balloons. As the box is opened, the balloons float up, creating a dazzling effect. Such DIY products can be promoted through TikTok and eventually sold on independent platforms.


Valentine's Day is traditionally a holiday meant for couples. However, nowadays, Valentine's Day is transitioning from targeted marketing to comprehensive integrated marketing. With "girl power" and "self-careness" becoming popular trends globally, Valentine's Day has also become a holiday for a number of single women to "love" themselves. Additionally, sending gifts to people or pets other than partners on Valentine's Day has also become a trend.

Currently, sales of Valentine's Day-related products have not yet reached their peak. It is recommended that businesses and advertisers refer to the above popular materials, prepare product selections and inventory as soon as possible, and launch holiday marketing to achieve better exposure and conversion effects.


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