How brands are engaging China’s luxury shoppers this Valentine's Day

12 Feb 2025

In China, despite the rise of experiential gifting, traditional luxury goods remain central to Valentine’s Day purchases. However, the nation's consumer sentiment is evolving. A 2022 survey by the China Youth Daily Social Research Center found that 64% of young respondents feel psychological pressure if they do not receive a gift on special occasions. Yet, when selecting presents, 70% experience uncertainty — 68% worry whether the recipient will like their choice, 51% struggle with expressing emotions through gifts, and 47% want to ensure the item carries prestige.

Additional insights from the Youyisi Report highlight further nuances: nearly 30% of respondents do not purchase Valentine’s Day gifts, while 27% that do, opt for practical items. More than 60% believe spending on gifts should be “moderate”, with only 2.5% saying that price is irrelevant as long as their partner loves the gift.

These statistics underscore the need for brands to strike a delicate balance between aspirational luxury and perceived value.

In China, Valentine’s Day has become a key moment for luxury brands to deepen consumer engagement, tapping into the country’s expanding gifting economy. The market surged from $111 billion in 2018 to $170 billion in 2022 and is projected to reach $225 billion by 2027. This growth underscores how romantic occasions drive consumer spending, prompting brands to develop increasingly innovative and personalized experiences.