Valentine’s Day is observed each year on February 14. Across the United States and all over the world, candy, flowers, and gifts are exchanged between loved ones on Valentine’s Day.

Valentine’s Day is a great opportunity for you to show your customers some love! It could be as simple as giving them some candy at checkout, or you could offer them specials “for two.” Read on for more ideas!


It began as a liturgical celebration of one or more early Christian saints named Valentinus. The most popular story associated with Saint Valentine that he was imprisoned, and then executed, for performing weddings for soldiers who were forbidden to marry.


  • Approximately 1 billion valentines are sent each year in the United States.
  • Elementary school teachers receive the most valentines of any group of adults.
  • Cupid, the god of desire and affection, is often depicted as actually carrying two sets of arrows: gold-headed, to inspire love; and lead-headed, to inspire hatred.

Celebrating Suggestions

  • Give away Hershey’s Kisses to each customer at check-out.
  • Decorate your store, if appropriate.
  • Offer special menu items, made for two.
  • Offer special spa packages for two, or create special Valentine’s Day-themed packages for one.
  • Restaurants can make the evening really romantic with candlelight and strolling musicians. Promote this to your current customers via your eMail list, on your website and in local newspapers. Make it special and take reservations.
  • If you run a bakery, create heart-shaped treats. Have fun with it! Make “conversation heart” cookies with messages to your customers.
  • If retail is your speciality, merchandise the “perfect” Valentine’s Day gifts for him and her, or group pink and red clothing and accessories together for a fun display.
  • If your restaurant has the space (and the proper insurance in place), host a “date night” cooking class!
  • Host an “anti-Valentine’s Day” event at your restaurant for singles.

Here are some fun examples we’ve scouted:

Valentine’s Day Fundraiser

On January 6, Friendly’s Ice Cream will launch their 34th annual “Cones for Kids” campaign. The Valentine’s Day campaign, which runs through February 13, benefits Easter Seals Disability Services through the sale of Valentine’s Day coupons which are redeemable for ice cream and other goodies. Easter Seals Disability Services provides recreation and camping services for people of all ages with disabilities. We love this idea! How could you make it work for your business and a local charity in need?

Cones for Kids


Romance-Themed Cooking Classes

Sur La Table is offering a variety of romantic cooking classes in February. Customers can learn how to make Valentine’s macarons, luscious truffles, or a romantic meal for two. How fun! Not only do the classes provide a fun event for customers, but they encourage customers to purchase equipment used during the class with a voucher for a discount! This idea is easily adaptable for a gourmet food shop (show customers how to use your specialty goods to create a memorable meal) or wine shop (show customers how to pair wine with various bites to wow their significant other).


Anti-Valentine’s Day Dinner

City Tap House in Washington, D.C. is hosting an “Anti-Valentine’s Day Dinner” to cater to those not-so-romantic customers out there. By partnering with Allagash Brewing Company, they’re offering a 4-course meal, paired with limited edition sour beers. We like celebrating the non-romantic side of the holiday, especially by incorporating sour beers. Your bar or restaurant could easily host an anti-Valentine’s Day dinner or event – get creative and think about your customers and what they would want!

Anti-Valentine's Day

Specialty Product

It’s not uncommon for Krispy Kreme to create special occasion doughnuts for various holidays. But, we like that even though these Valentine’s Day doughnuts aren’t launching until January 26, they’ve started pre-promoting them in various print advertisements to build awareness. Your bakery or specialty retail shop could do the same!

Krispy Kreme

Check out our Marketing Holiday Calendar for more dates to celebrate!