Overpriced Roses, Situationships, and Gen Z: The Valentine’s Day Report

I have a confession: I think Gen Z has figured it out.

As an early millennial, I should probably be dissing them like recently a media house did — rolling my eyes at their “we don’t do labels” relationships, their hyper-awareness of capitalism, or how they’ve managed to make “situationships” a real thing.

But honestly? They’re smarter, sharper, and way more conscious about how we live.

And nothing proves that more than how they approach Valentine’s Day.

For years, brands have pushed roses, chocolates, and extravagant gifts as the blueprint for romance. But Gen Z? They’re flipping the narrative.

So, what’s really making headlines this Valentine’s Day? We did the digging—because who has time to track how different countries are celebrating overpriced roses?

Valentine’s Day 2025: What’s Trending?

Gifts Still Reign Supreme. Despite everything, consumerism isn’t dead—30% of headlines are still screaming “Buy this, win their heart!” The pressure to find the “perfect” gift is alive and well. But unlike before, it’s less about expensive grand gestures and more about meaningful, personalized picks.

Experiences > Things. Gen Z seems to be leaning into experiences over material gifts. Lovebirds in the UK and US are all about romantic events—comedy shows, candlelight dinners, and the classic “Make Your Own Chocolate” workshops.

London Says: "Love = Dessert." Apparently, chocolate-dipped strawberries are the ultimate way to say “You’re sweet, but here’s actual sugar.” London media is leading the viral dessert trends—so if you’re in F&B, take notes.

Love Around the World: Who’s Saying What?

United States: With 150+ headlines, it's a full-blown lovefest. Luxury gifting, quirky experiences, and heartwarming stories dominate—perfect for those who like their romance extra.

India: Gifting? Yes. But also a lot of buzz around celebrating Valentine’s Day with family and friends. (Wholesome or just a way to dodge awkward couples-only plans?)

United Kingdom: It’s all about Valentine’s Day events. Fancy dinners, concerts, immersive experiences—Brits seem to have it all figured out.

Australia? Unexpected flex. Australian publications had the largest audience reach—46 million readers. The rest of the world? Try harder.

The Metrics That Made Us Go “Huh?”

Gifts, shows, and events dominate. Recipes? Barely made the cut. Only one lonely headline covered food. So much for “the way to the heart is through the stomach.”

Who’s paying attention? The most-read Valentine’s Day content came from Australia. Not the US, not the UK—Australia. Are they just better at love?

What This Means for Brands

This Valentine’s season is the perfect time to:

Curate a gift guide (even if it includes a controversial pick like socks).

Host an event—virtual or in-person, experiential marketing is winning.

Get hyper-local. Audiences are leaning into personalized, culture-driven messaging.

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