VALENTINE'S DAY SHOPPING IS BECOMING A CUSTOMER RELATIONSHIP TEST

Summary from the TLDR Marketing newsletter

Valentine's Day has evolved into a multi-week revenue cycle driven by relationship signals rather than a single promotional spike. Brands began referencing the holiday in early January, with messaging volume steadily increasing and accelerating nearly 3 weeks before February 14, mirroring shopper behavior that favors early exploration and delayed commitment. The strongest performers used early engagement to gather intent data, then converted that accumulated interest closer to the holiday without relying on aggressive discounts.