The Rise of the Galentine's Night...?

Galentine's Day celebrated on February 13th, may have started as a fictional concept on Parks and Recreation, but has quickly become a cultural and marketing powerhouse. This celebration of friendship is now a major trend across social media, retail, and beyond. Brands and influencers are jumping on board with targeted campaigns that appreciate the importance of platonic love, offering everything from?custom products to unique events. Companies recognise that love isn’t just for couples—it’s for friends too!??

For brands, tapping into the short window of Galentine’s Day is key to maximising impact. Unlike the long stretch of Christmas marketing, this brief but intense trend requires fast, targeted campaigns that create immediate buzz. When executed well, Galentine’s campaigns can drive quick conversions and boost brand visibility, proving that even short trends can deliver powerful results.??

Galentine’s searches are on the up-and-up??

When you look at the numbers, it’s clear that Galentine’s Day is not just a passing trend. Google Searches for ‘Galentine’s Day gifts’ increased globally with 27,100 average monthly searches between Jan-Feb 2022 – the after-effects of a global pandemic show that people prioritised meaningful connections. This quickly changed in 2023 when avg. monthly searches declined by 45%, suggesting the effects of a recession and the cost-of-living crisis meant that gifting was put on the back burner. However, searches are back up to 18,100 avg. monthly searches between Jan-Feb 2024 which just goes to show that trends change – you have to keep up.???

As our social dynamics shift, there is a growing emphasis on self-love, empowerment, and community outside of romantic relationships. People are keen to celebrate friendships through playful dinners, thoughtful gifts and creative activities. This change in mindset has created a golden opportunity for brands to get on board with the trend.???

Socialising on the apps??

If you’re looking to see how Galentine’s Day has gone viral, look no further than Facebook, Instagram, TikTok, Pinterest and YouTube, playing a big role in spreading the Galentine’s buzz. These visual-dominant platforms have long had a way of setting trends on how your celebrations should look, from extravagant balloon arches to themed tablescapes, it seems that a successful party should also be ‘aesthetically pleasing’. Brands like L’Oreal are one step ahead, employing influencers to promote Galentine’s night, a cosy night in with the girls, marked with heart-shaped candles, matching pyjamas and of course, brand new moisturisers from L’Oreal in perfectly wrapped gift bags.??

What makes L’Oreal’s strategy so compelling is its subtlety. By leveraging influencers who have already authentically connected with their followers, L’Oreal takes a personalised approach that feels less like a hard sell and more a gentle product placement. What’s important here is your friends, but a good moisturiser to gift your friends adds that little bit extra. Positioning themselves as a companion through every special moment in a customer’s life, they’ve tapped into a consumer’s desire to belong, whilst capitalising on the influencer’s broad reach and authenticity. ?

Influencer marketing around Galentine’s Day is about more than just visibility; it’s about creating an emotional connection between the brand and the consumer. In fact, ‘71% of marketers agree that the quality of customers and traffic is better from influencer marketing compared to other sources.’??

An influencer strategy is two-fold: first, it capitalises on influencer trust and social proof. When influencers share themselves using products with their followers, they not only raise brand awareness by showcasing the product in use but also encourage their audience to purchase by providing a trustworthy review. In a similar manner to the influence of the popular kid, everybody wants to follow (literally) the ones with social currency, and in this case, looking to big followings and more specifically, a good engagement rate can get you very far.???

Second, it taps into the power of timely, contextual marketing. By aligning their products with a specific cultural moment, brands are able to frame their offerings as essential for a festive, fun, and meaningful celebration of friendship. ??

Turning clicks into sales??

With Galentine’s Day searches on the rise, websites and online retailers have also jumped at the opportunity to promote Galentine’s-themed gift guides that make it easy for shoppers to find thoughtful, non-romantic presents. Gift guides are good for websites because they enhance the user experience by curating and showcasing products in a fun, creative way, making it easier for shoppers to discover the perfect gift while keeping the browsing experience engaging and enjoyable.?

Boots and LookFantastic have used Galentine’s Day gift guides focused on self-care essentials, ranging from pampering sets to beauty products. These guides simplify the shopping experience, boost both online and in-store traffic, and spark a buzz across their social media platforms. By offering convenient, thoughtful options, they enhance brand visibility and strengthen their position in this seasonal gifting trend.?

Girls on print?

Magazines too have embraced the occasion with gift guides, self-care routines, and celebrity features. Hello Magazine crafted the ‘Ultimate Hailey Bieber-inspired Galentine's Day makeup tutorial.’ Owner of Rhode Skin and Justin Bieber’s wife, Hailey Bieber has been at the forefront of trendsetting beauty looks this past year. Hello Magazine cleverly capitalised on Bieber’s popularity to generate an SEO-optimised article utilising trending topics which included keywords such as ‘sugar plum fairy makeup’ and ‘rhode skin’ which garners over 90k average monthly searches. With affiliated links to beauty products in tow, it’s no wonder that magazines and brands work hand-in-hand to sell under the guise of advice and tips.??

Connecting with your audience by understanding what they are seeking, in this case, beauty tips for Galentine’s Day expand reach and create rich, SEO-optimised content that resonates with readers, boosts subscriptions, website traffic, and ad revenue.????

Maximising the digital network

76% of users across platforms intended to or have made a product purchase off the back of a social media post, which begs the question, is your digital strategy prioritising social media to boost conversions?

In the case of Oliver Bonas, famed homeware, gift and general knick-knack store – it seems like they’re ticking off the right boxes with a dedicated Galentine’s gifts landing pages, but they are certainly missing a trick with linking the website (where they will make conversions) with their social media to drive people to the website. Connecting your digital touchpoints with the consumer is the key to maximising conversions by creating a well-rounded campaign that explores and answers questions about your products. We know that the slow drip of content across several months can lead to better conversions but even with time limits, as in the case of Galentines/Valentines Day, it’s still important to cover all bases. ?By sharing lifestyle tips, styling advice, or behind-the-scenes content, they could foster a deeper connection with their audience and encourage users to explore their Galentine’s Day collection more organically. They might also consider working with influencers who can subtly integrate the brand into their content, showcasing the products in a way that feels natural and personal. This approach would not only drive traffic to Oliver Bonas’ site but also increase brand visibility and, ultimately, boost sales—without the hard-sell feel of traditional advertising.?

Ultimately, we live in a time where people just want to be involved. We have never experienced trend cycles at this rate, but thanks to social media, we’re experiencing a real need to have your finger on the pulse and map out a marketing strategy with a full 360 approach.?The next time you are planning a campaign, employ your whole team in the conversation – it’s very telling when a brand lacks conversation between social media, websites and other digital avenues, showing a real lack of connection and cohesiveness across the brand.

The friendship economy is here to stay??

Whether it’s a night out in outfits inspired by Galentine's or a cosy night-in with your best friends, Galentine’s Day offers a modern way to celebrate the people who make our lives special. As the commercial buzz around the day continues to grow, it’s clear that brands are recognising the importance of platonic relationships in today’s culture. The sense of urgency, combined with the emotional connection to the event, drives impulse purchases and increases sales.??

Friendship is the new romance, and it’s here to stay!??