Valentine's Day 2025 is shaping up to be a celebration of personalized, meaningful gestures and nostalgic charm. As shoppers look for ways to express their love, this year's trends are all about creating lasting memories—whether through custom gifts, shared experiences, or a return to simpler times. From beautifully crafted love notes to cozy "date night in" ideas, there's a clear shift towards more thoughtful, creative expressions of affection.
Whether you’re looking to launch a new product inspired by the changing seasons or you want to make the most of key shopping occasions, this report has everything you need to get started.
Read on to learn about the fresh decor, style, and gifting themes we anticipate will circulate for Valentine’s Day, based on Etsy search data and wider industry forecasting.
The year-over-year (YoY) increases below were calculated by comparing sales volume on Etsy from October-December 2024 to the same period in 2023.
Table of Contents
Decor, style, and gifting trends
How to use this report
In this quick video, Etsy Trend Expert Dayna Isom Johnson explains how to put the content covered in the report to use.
Use the insights here to inspire updates both big and small, from adding to your inventory to refreshing your titles and tags. Prep your shop for the upcoming season by:
- Getting ideas for new products.
- Optimizing your listings to appeal to shoppers with gift recipients in mind. Here's a checklist to help you get started!
- Brainstorming content ideas for your social media promotions.
- Updating your photos with on-trend styling.
- Refreshing your Shop Banner with seasonal details.
- Including seasonally relevant top-searched terms in your tags, titles, and descriptions.
- Timing your inventory to take advantage of upticks in relevant searches and in advance of key occasions.
- Choosing which listings to promote through Etsy Ads.
Gifting and occasions
Valentine’s Day (February 14)
Mother’s Day (February–May) Themes to keep in mind: gifting, cards, personalization, wellness, bath and beauty, accessories
Father’s Day (April–June) Themes to keep in mind: gifting, personalization, cards, wanderlust and travel, outdoor adventure, DIY projects, grooming essentials
Graduation (May–June) Themes to keep in mind: gifting, personalization, cards, keepsakes, apparel, accessories, teacher gifts
Independence Day - US (July 4) Themes to keep in mind: entertaining, decorations, and apparel
Additional events and key moments to keep in mind: Cinco de Mayo (May 5), prom (April–June), gardening season, housewarmings, anniversaries, retirements, baptisms and first communions, family reunions, spring showers (bridal, baby, engagement), weddings, milestones (baby’s firsts, birthdays)
Decor, style, and gifting trends
Love Notes
This Valentine’s Day, it’s all about elevating the art of card-giving with personalized, handmade designs. From custom portraits to tailored messages, love notes are a way to add a unique touch that makes your sentiments stand out. Pair them with stylish letter-writing accessories like address stamps, envelope liners, wax seals, and washi tape to complete the look. It’s a simple yet meaningful way to send something truly personal and memorable.
+22% Y/Y greeting cards that offer personalization
Product spotlight: Couples' portraits
Custom couples portraits are a perfect way to capture the essence of a relationship in a timeless, personal way. Tailored to reflect the couple’s unique style, these portraits can be designed in a variety of styles—from whimsical and modern to classic and minimalistic—making them a one-of-a-kind piece of art that celebrates love. Whether as a gift or a special keepsake, a custom portrait is a beautiful way to immortalize those meaningful moments together.
Custom portraits that commemorate special moments, like engagements, were top sellers in 2024
Date Night In
Who says you need a reservation to have the perfect date night? The "date night in" trend is all about setting the mood at home—whether you're cooking up a delicious meal together, sipping cocktails by the fire, or curling up on the couch with a classic movie and a cozy blanket. No crowds, no rush—just good food, great company, and the ultimate in comfort and relaxation. It’s the perfect way to enjoy quality time without leaving the house (or changing out of your favorite matching sweatpants).
+41% Y/Y date night kits
Product spotlight: Lab-grown diamonds
Lab-grown diamonds are becoming a popular choice for everything from engagement rings to earrings and necklaces. They offer the same beauty and brilliance as natural diamonds, but with a smaller environmental impact and (often) a more affordable price. A stylish, ethical alternative for those looking to make a meaningful statement.
+139% Y/Y lab grown diamond jewelry
Kid's Valentine's Day
Shoppers are looking for creative ways to celebrate Valentine’s Day with kids at home or at school. From Valentine’s Day scavenger hunts to printable cards, fun, easy-to-use, and affordable ways to spread the love are sure to be a hit—perfect for crafting memories with friends and classmates.
+17% Y/Y kid’s personalized cards and party favors
Bucolic Vintage
Bucolic vintage evokes a timeless charm, blending the serene beauty of country life with the nostalgic appeal of aged treasures. It conjures an idealized vision of the past, where weathered barns, rolling fields, and rustic decor are cherished as symbols of enduring simplicity. This style invites a connection to tradition, offering a sense of peacefulness and serenity that comes from the passage of time.
With its warm, nostalgic aesthetic, bucolic vintage celebrates the elegance of imperfection—think distressed finishes, worn leather armchairs, and soft linen slipcovers that tell stories of generations gone by. The color palette is soft and muted, with faded whites, pale greens, dusty blues, and earthy tones that evoke the tranquility of a slower, more grounded life.
Vintage across home decor, kitchen and dining, and collectibles were top selling categories in October, November, and December 2024
Header photos by Dear Delilah Design and Parkin and Lewis
Words by Katy Svehaug
Katy Svehaug is a Senior Content Strategist at Etsy.
