FNP CMO Avi Kumar says youth-led shifts in personalisation, nostalgia and last-minute buying are reshaping India’s Valentine’s Day gifting economy
India’s Valentine’s Day gifting market is undergoing a structural shift led by Gen Z consumers, with personalised products now contributing up to 20 per cent of orders and quick commerce channels clocking nearly 100 per cent year-on-year growth, according to Avi Kumar, Chief Marketing Officer, Ferns N Petals (FNP). Changing preferences among younger buyers are broadening the meaning of the occasion beyond traditional romance, while also reshaping how, what and when consumers shop during the peak gifting week.
Valentine’s week has also become a key revenue window for organised gifting platforms. Kumar said the period contributes around 6–8 per cent of FNP’s annual revenue, placing it on par with a festive season in terms of business impact.
“February is a big season of emotions. A lot of people are proposing, expressing their feelings and getting married, which makes it one of the largest contributors to our overall revenue. Around 6–8 per cent comes from Valentine’s Day and the entire week itself. It is almost like a festival for us,” Kumar told BW Retail World.
Beyond sales, the period is also a major customer acquisition opportunity, with a significant number of first-time buyers entering the platform during Valentine’s week.
At the same time, Gen Z buyers are influencing what gets purchased, not just when. Kumar noted that while red roses continue to dominate Valentine’s gifting, younger consumers are expanding the aesthetic palette. “For Gen Z, it’s not just about red. They prefer blues, pinks, multicoloured arrangements, as well as sunflowers, orchids and gerberas,” he said. This has prompted broader floral assortments and more design-led curation across price points.
Gen Z is also gradually broadening the meaning of the occasion beyond romantic partners. Valentine’s Day is increasingly being used to celebrate friendships and close bonds, turning it into a wider expression of appreciation rather than a couples-only event.
“Valentine’s is not just an occasion to express love to one person, but an expression of gratitude and appreciation to make someone feel special,” Kumar said.
This behavioural shift is still small but growing. Galentine’s Day and friendship gifting now contribute around 2 per cent of total Valentine’s orders — a segment that barely existed a few years ago. “At this point, it is still very small, not more than 2 per cent of total orders, but it was virtually zero earlier,” he added.
Personalisation has emerged as one of the strongest growth levers, particularly among younger consumers who value emotional relevance as much as price. Customised gifting is no longer limited to premium segments and is increasingly available at accessible price points. Personalised flowers, cakes, hampers and novelty items — often featuring names, inside jokes or personality cues — now account for roughly 15–20 per cent of Valentine’s orders at FNP.
“For Gen Z, value is important. It’s not just about how much they are spending, but whether they feel it is worth spending that amount on a particular product,” Kumar said, noting that this generation strongly associates value with personalisation.
At the other end of the spectrum, a smaller but visible segment is leaning towards premiumisation. These customers favour larger, more luxurious gestures, including elaborate floral arrangements paired with jewellery, gadgets and curated hampers, reflecting aspiration-led spending across age groups. “There is a segment of customers who want to impress through big gestures or premium luxury products,” Kumar said, adding that this category contributes an estimated 10–15 per cent of Valentine’s sales.
Despite growing diversification, flowers continue to dominate the Valentine’s basket. Kumar described flowers as the single largest contributor to seasonal revenue, with cakes ranking second. “Valentine’s is almost incomplete without flowers,” he said. Jewellery, accessories and gadgets are emerging as fast-growing add-ons, but still account for a smaller share compared to the two leading categories.
Consumer planning cycles have also shortened significantly, driving more last-minute purchases and influencing where orders are placed. While the company’s own website remains its largest revenue channel and physical stores see a seasonal surge, the fastest growth is coming from rapid-delivery platforms.
“From a growth perspective, we are seeing the fastest traction on quick commerce platforms, where we are growing by nearly 100 per cent year on year,” Kumar said.
Another unexpected theme shaping Valentine’s 2026 demand is nostalgia, particularly among Gen Z buyers. Retro-inspired expressions drawing from early 2010s and even 1990s romantic styles are making a comeback, albeit with modern formats. This has translated into envelope-themed gift sets, statement rose arrangements and curated multi-day Valentine boxes. “A lot of what Gen Z is doing is going back to 2016 or even 1990s expressions. Timeless romance and classic ways of expressing love are returning,” Kumar said.
With positive sentiment visible across digital, retail and quick commerce channels, Kumar expects the Valentine’s gifting market to deliver double-digit year-on-year growth. As gifting occasions expand and emotional expression becomes more personalised and socially driven, Valentine’s Day is steadily evolving into a broader, youth-led consumption moment for India’s organised gifting industry.
