Galentine's and Friendship Spending Expand the Modern Relationship Economy

Valentine's 2026 shows a shift towards group celebrations, reciprocal gifting, and experience-led planning in February.

Published on Feb. 13, 2026

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The traditional focus on romantic pairings during Valentine's Day is evolving, as consumers increasingly celebrate Galentine's Day and spend on gifts and experiences for friends. Search data, retail trends, and operational changes across industries indicate that friendship-led celebrations are now a significant part of how February is structured, expanding the relationship economy beyond just couples.

Why it matters

The rise of Galentine's and friendship spending during the Valentine's period reflects broader social changes, with later life stages and the desire for connection driving the growth of these group celebrations. This shift aligns with efforts to address loneliness as a social challenge, as occasions that facilitate connections across different relationship types are being embraced.

The details

Across restaurants, spas, and retail, February is seeing a surge in group reservations, coordinated plans, and shared experiences, often outpacing the traditional tables for two. Search data shows a 207% increase in 'Galentine's Day' queries, while Pinterest data indicates a 50% rise in 'Galentine's aesthetic' searches and a doubling of 'Valentine's décor' searches. Retail research found that one in three consumers purchased gifts for friends during the 2025 Valentine's period, with around a quarter actively celebrating Galentine's. This friendship-focused spending generates multiple reciprocal purchases, cards, small gifts, coordinated fashion, and shared experiences, leading to higher cumulative spend across categories.

  • In 2025, one in three consumers purchased gifts for friends during the Valentine's period.
  • Around a quarter of consumers actively celebrated Galentine's in 2025.

The players

Canva

A graphic design platform that reported more than 412 million global searches for 'Valentine's Day' and related terms, up 31% year-on-year, with 'Galentine's Day' alone surpassing 8.6 million searches, rising by 207%.

Pinterest

A social media platform that saw a 50% increase in searches for 'Galentine's aesthetic' and a doubling of 'Valentine's décor' searches in the UK, indicating a shift towards group celebrations and shared experiences.

Raffles London at The OWO

A restored Grade II* listed former Old War Office in Whitehall, London, where the Guerlain Spa has become a popular destination for Valentine's and Galentine's wellness experiences.

Jennifer Meyer

A Los Angeles-based jewelry designer who has reworked the traditional 'best friend' format through her 'Piece of My Heart necklace', designed to be worn by different people rather than presented by one to another.

Target, 1-800-Flowers, and Hallmark

Major brands that now build dedicated Galentine's lines into their February planning, demonstrating the growth of friendship-focused spending during the Valentine's period.

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What they’re saying

“Galentine's Day alone has surpassed 8.6 million searches, rising by 207%.”

— Canva (Forbes)

“Searches for 'Galentine's aesthetic' up 50% and 'Valentine's décor' doubling.”

— Pinterest (Forbes)

The takeaway

The rise of Galentine's and friendship spending during the Valentine's period reflects a broader shift towards celebrating connections across different relationship types, aligning with efforts to address loneliness as a social challenge. This expansion of the modern relationship economy beyond just romantic pairings demonstrates the willingness of consumers to embrace occasions that facilitate shared experiences and reciprocal gifting.