China’s new Valentine’s Day luxury gifting rules

Despite the rise of experiential gifting, traditional luxury goods remain central to Valentine’s Day purchases. However, 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. Luxury’s bespoke services for Valentine’s Day 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. Luxury maisons are elevating bespoke services to enhance the emotional value of their products. Cartier has revived its “Red Box” engraving service for Valentine’s Day purchases on its Tmall flagship store, offering complimentary personalization for rings and necklaces. Similarly, Chaumet has introduced a custom embossing service for its signature blue boxes, allowing customers to inscribe their partner’s name. These initiatives align with a broader industry trend, where e-commerce platforms serve as crucial touchpoints for high-end brands seeking to engage China’s digital-first consumers. Social commerce, KOCs propel La Mer and YSL sales On Meituan, sales of Valentine’s Day-related products skyrocket annually. Searches for “gift flowers” increase more than 30 times week-over-week, with sales volumes on Valentine’s Day morning alone surging nearly 20 times. In the lead-up to the occasion, keywords such as “Valentine’s Day gifts,” “gold jewelry,” “makeup gift sets,” “skincare sets,” “red wine,” and “flowers” experience search volume spikes of tenfold or more. Social commerce has become integral to luxury brand strategies. Platforms like Xiaohongshu (also known as RedNote) drive engagement and conversions. YSL’s pastel macaron-themed Valentine’s Day gift set, for example, became an instant hit on Xiaohongshu, praised for its aesthetic appeal. The brand has sold between 600,000 and 800,000 units of entry-level gift sets — such as cushions or lip stains priced under 500 RMB ($70) — on Tmall. Even premium brands like La Mer, with products starting at over 1,000 RMB ($140), have successfully moved over 300,000 units, thanks to a myriad of collaborations with KOLs (key opinion leaders) and KOCs (key opinion consumers), demonstrating that both mass and high-end pricing strategies can thrive with the right social media exposure. Men’s gifting market expands during Valentine’s Day Valentine’s Day is no longer solely about gifts for women. An increasing number of male consumers are receiving luxury gifts, prompting brands to tailor their offerings accordingly. Louis Vuitton has proposed its iconic LV trainer as a Valentine’s Day gift choice and introduced for the special occasion pocket wallets featuring its iconic Monogram and Damier patterns, blending classic luxury with everyday functionality. The brand’s men’s belt series reinterprets its signature LV initials, reinforcing a sophisticated yet modern aesthetic. Kiehl’s has also tapped into this shift with exclusive men’s skincare sets for Valentine’s Day featuring Keith Haring artwork. The limited-edition packaging, adorned with Haring’s signature heart motifs, emphasizes face-to-face interactions in an increasingly digital world. Kiehl’s male grooming sets have performed strongly, with a 595 RMB ($82) cleanser and toner set selling over 40,000 units on Taobao, while a 350 RMB ($48) moisturizer has surpassed 300,000 units. Estée Lauder taps homegrown designer Shushu/Tong Estée Lauder is capitalizing on Chinese consumers’ appreciation for local design by extending its partnership with independent label Shushu/Tong for its 2025 Valentine’s Day limited-edition gift box. Inspired by Shushu/Tong’s 2024 Fall/Winter collection, the set features floral motifs symbolizing contemporary romance. Named “Fluttering Heart,” the collection includes Estée Lauder’s new “Suede Series” lipsticks, Double Wear cushion foundation, and Advanced Night Repair serum, presented in packaging designed to resonate with young luxury shoppers. Valentino’s interactive gift box goes viral Meanwhile, Valentino has taken an interactive approach to seasonal gifting, emphasizing personalization. Its limited-edition Valentine’s Day collection features a pink matte gift box adorned with delicate rose prints and customizable love letter cards, reinforcing the theme of personal expression. The inclusion of sticker customization enables consumers to add a personal touch, enhancing the unboxing experience and making it more shareable on social media. This strategy not only aligns with growing demand for personalization, but also strengthens consumer-brand connection through interactive and visually driven campaigns. Positive feedback on Xiaohongshu has further amplified the brand’s Valentine’s Day presence. Bulgari’s wide offering spans from jewelry to leather goods Bulgari continues to refine its approach to luxury gifting with a focus on timeless design and versatility. The B.zero1 series, known for its bold aesthetic and stackable styling, remains a popular choice, available in multiple gold tones, with or without diamond embellishments. The Divas’ Dream collection, featuring fan-shaped designs with colorful gemstones and diamonds, offers an alternative for those seeking refined, feminine pieces. Beyond jewelry, Bulgari has expanded into leather goods with the Serpenti Cuore 1968 handbag series, which reinterprets the house’s iconic Serpenti motif in a contemporary, heart-shaped silhouette. By offering a mix of classic jewelry, statement timepieces, and collectible accessories, Bulgari ensures its presence in the luxury gifting space while maintaining its core brand identity. The future of Valentine’s Day luxury retail in China As the gifting economy expands, luxury brands are fine-tuning their strategies to capture greater market share. The emphasis on personalization, social commerce, and interactive experiences will likely deepen, with a growing focus on men’s gifts and strategic collaborations with local talent. For brands aiming to capture Valentine’s Day market share in China, the key lies in seamlessly blending digital engagement with luxury storytelling. Whether through limited-edition collections, experiential packaging, or influencer-driven campaigns, brands that successfully tap into China’s evolving gifting culture will secure a lasting emotional connection with consumers — one romantic moment at a time.

China’s new Valentine’s Day luxury gifting rules

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Published February 12, 2025

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China’s new Valentine’s Day luxury gifting rules