Galentine’s Day has grown from a small cultural moment into one of February’s most commercially interesting trends. While Valentine’s Day often focuses on couples, Galentine’s Day celebrates friendships, chosen family, and the people who support us year-round. And consumers are embracing it in a big way.  

Retail data suggests that Galentine’s and Palentine’s gifting contributed to a 6.4 percent uplift in online Valentine’s sales last year (see: Retail Connections). With younger audiences shifting towards experiences, group celebrations and self-gifting, Galentine’s is quickly becoming a valuable seasonal opportunity for marketers.  

It is inclusive. It is joyful. And it gives brands far more creative flexibility than traditional romance-led campaigns.  

Why Galentine’s matters commercially  

Three behavioural shifts are driving momentum:  

1. Friendship-first gifting is on the rise  

Mintel has highlighted that Gen Z and Millennials are increasingly choosing to celebrate friendships over traditional romantic milestones. This aligns with broader research indicating that modern consumers prioritise connection and experience over formality.  

2. Self-gifting is now a mainstream behaviour  

Around 40 percent of women say they are happy to buy themselves a Valentine’s gift, according to RetailWire’s self-gifting study. This opens the door to self-care, beauty, wellness, lifestyle and home categories.  

3. Inclusivity resonates  

A growing number of consumers prefer celebrations that don’t assume romantic partnership. Galentine’s is naturally aligned with inclusivity, making it ideal for brands that want to speak to a broader audience.  

For marketers, that means more ways to appeal to diverse groups, without the pressure of Valentine’s clichés.  

Campaign ideas that resonate  

1. Friendship night-in bundles  

Curated product edits always perform well in February, especially when framed as cosy, fun or shareable.  

Try bundling:  

  • Beauty kits  
  • Cocktail mixers  
  • Candles and home comforts  
  • Snack boxes  
  • Game night sets  

Friendship-led gifting categories saw above-average engagement in 2024 (Adobe Retail Insights).  

2. Group discounts and referral incentives  

Group experiences or “bring a friend” offers are a natural fit.  

Examples:  

  • “Bring a friend and get 20% off”  
  • Two-person spa or workshop packages  
  • Group booking perks  
  • Referral rewards that benefit both people  

Nielsen data shows that friend-led referrals are 4x more likely to convert than typical acquisition channels.  

3. UGC and storytelling campaigns  

Invite customers to share their friendship stories or “how we met” moments.  
User-generated content often outperforms brand creative, with Meta noting that UGC can deliver up to 28 percent higher engagement.  

Emails powered by Mail+ Email Marketing are ideal for pulling this content together into themed newsletters.  

4. Community and charity-led Galentine’s  

Cause-based campaigns outperform standard promotions for purpose-driven brands.  
The Edelman Trust Barometer reports that purpose-led activations can boost engagement by 15–20 percent.  

This works especially well in:  

  • Charities  
  • Social good organisations  
  • Education  
  • Membership groups  

Focus the message on togetherness, empowerment and support.  

Perfect categories for Galentine’s  

Galentine’s is particularly effective for brands in:  

  • Wellness and beauty  
  • Fashion and accessories  
  • Food & beverage  
  • Entertainment and events  
  • Home and lifestyle  
  • Membership and subscription services  
  • Charities and community-based organisations  
  • Student groups and education  

It also fits internal comms: “Celebrate your colleagues” has become a popular February theme.  
  
As the trend continues to grow, brands that weave Galentine’s into their seasonal planning will gain a powerful edge in capturing February’s expanding spend.