Not everyone loves Valentine’s Day. Some actively dislike it. That is not bad news for marketers; it is an opportunity. Anti-Valentine’s, Galentine’s, and self-care themes are gaining popularity as consumers seek alternatives to traditional Valentine’s Day celebrations. 

Here is how to build campaigns for the “no thanks” crowd, without sounding bitter. 

Why Anti-Valentine’s is worth your time 

Valentine’s spending is still strong, but consumer behaviour is shifting. A UK retail study found that 54 percent of adults plan to skip Valentine’s gifting altogether and many who do take part choose more modest gifts under £20 

Self-gifting continues to rise, too. A 2024 survey by RetailWire found that around 40 percent of women would buy themselves a Valentine’s gift 

And category data shows a shift towards practical and creative gifting rather than traditional romance-led products. 

This is exactly the territory where an Anti-Valentine’s, Galentine’s or self-care campaign can thrive. 

You can shape these segments using Spotler Activate.

Campaign angles that resonate 

Galentine’s and Palentine’s 

Great for friendships, chosen family or community celebration. 

Why it works: Friendship-first celebrations have boomed because they feel inclusive, warm and low-pressure. 

How to bring it to life: 

  • Friendship bundles such as cocktail kits, spa-at-home sets, snack boxes or craft kits. 
  • Experience-led gifts: afternoon tea, cinema nights, workshops, pottery classes or escape rooms. 
  • Group offers: bring-a-friend discounts, 3-for-2 sets, group booking perks. 
  • Community-led content featuring real friendships and stories. 
  • UGC ideas such as “Tag your Galentine” competitions. 

For education and membership organisations: 

  • Spotlight friendship networks, student communities or volunteer teams. 

Self-love and self-care 

Perfect for wellness, beauty, home and comfort categories. 

Why it works: Many prefer to spend Valentine’s focusing on themselves rather than buying for others. 

Ways to activate it: 

  • Self-care collections: skincare, wellness kits, relaxing night-in bundles. 
  • Cosy night-in themes with blankets, candles, books and snacks. 
  • Wellbeing services such as coaching, meditation or online courses. 
  • Messaging like: 
    • “Be your own Valentine.” 
    • “From you, to you.” 
    • “Take a night off. You deserve it.” 

For B2B: 

  • “Show your team some appreciation.” 
  • “Make room for calmer workflows.” 

Financial realism 

Lower-cost gifting that still feels thoughtful. 

Why it works: 
Cost-of-living pressures mean people want meaningful ideas that do not break the bank. 

Examples: 

  • Gift guides by price, such as under £10, £20 or £30. 
  • Practical picks or small luxuries. 
  • DIY gifts, printables, recipe bundles, digital downloads. 
  • Charity options for those who prefer impact over objects. 
  • Messages like: 
  • “Small budget, big smile.” 
  • “Thoughtful ideas that do not cost the earth.” 

This works exceptionally well in a curated, value-led newsletter through Mail+ Email Marketing. 

“Love your…” metaphor campaigns 

Brilliant for B2B, education, membership and the public sector. 

Why it works: You can join the seasonal moment without pretending to be romantic. 

Examples: 

B2B 

  • “Love your pipeline.” 
  • “Love your reporting.” 
  • “Love your customer experience.” 

Education 

  • “Love your learners.” 
  • “Love your digital campus.” 
  • “Love your student support journeys.” 

Public sector 

  • “Love your community.” 
  • “Love your volunteers.” 
  • “Love your essential services.” 

Internal comms 

  • “Love your team.” 
  • “Love your wellbeing programme.” 

These are excellent for newsletters, thought leadership and February service updates. 

Channel ideas 

Email 

Email remains the best place for longer content, storytelling and curated collections. 

Use it for: 

  • Friendship and self-care guides 
  • Price-based gift edits 
  • Editorial roundup content 
  • How-to pieces and night-in ideas 
  • UGC showcases 
  • Anti-Valentine’s kits, playlists and downloads 

All delivered through Mail+ Email Marketing. 

SMS and WhatsApp

Use these channels for high-intent touchpoints: 

  • Delivery deadlines 
  • Stock alerts 
  • Booking reminders 
  • Last-minute gifting options 
  • Quick surveys 
  • Order updates 
  • VIP early-access nudges 

Send them through: 

They work particularly well alongside the friendship and self-care angles. 

Social 

Perfect for visual, quick-fire content: 

  • Anti-Valentine’s memes 
  • “What are you doing on the 14th?” polls 
  • Friendship stories 
  • UGC competitions 
  • Cosy-night-in content 
  • Reels or TikToks showcasing self-care moments 

Use social to drive sign-ups for deeper content delivered via email. 

Tone of voice 

Keep your tone: 

  • Warm 
  • Inclusive 
  • Humorous when appropriate 
  • Non-judgemental 
  • Free from relationship assumptions 

Avoid framing Valentine’s as “pointless”. Instead, offer an enjoyable alternative. 

Measurement 

Track performance in Spotler Analytics to identify your strongest Anti-Valentine’s segments. 

Measure: 

  • Engagement on Anti-Valentine’s vs romantic content 
  • Sales of self-gift products 
  • Growth in the friendship and self-care audience tags 
  • Repeat purchases across 1, 3 and 6 months 
  • Lifetime value changes 
  • Channel-level uplift when combining email with SMS or WhatsApp 

Especially watch the self-gift and friendship clusters. Many brands discover these segments turn into high-value, year-round customers, not just February one-offs.