Valentine’s Day is one of the biggest seasonal retail events of the year, with U.S. consumers expected to spend a record‑breaking $27.5 billion in 2025 , and many will shop online for gifts on Walmart.com and in the Walmart app.
This seasonal surge presents a huge opportunity for Walmart Marketplace sellers. In this guide, we go beyond basic tips , using real 2025 sales trends, Walmart category data, and shopper behavior insights, to help you stock the right products, optimize listings, and boost sales during Valentine’s Day 2026.
Plan Inventory Around Proven Best‑Selling Categories
According to NRF and retail trend data, chocolate, candy, flowers, greeting cards, and jewelry are consistently among the most popular Valentine’s Day gifts, with candy topping many lists at 56 % of consumers planning to purchase it.
👉🏻Check here Walmart’s Valentine’s Day category page, you’ll see these main seasonal gift segments
This means you should ensure your Valentine’s listings cover both:
- Traditional gift categories like sweets & chocolates (e.g., seasonal candy boxes)
- Gift bundles & themed decor (stuffed toys, flower alternatives, accessories)
Actionable Tip:
Create product bundles (e.g., candy + plush + card) and upload them as separate SKUs or kits to tap into higher basket sizes.
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Understand Consumer Behavior and Peak Shopping Windows
Consumer spending data shows that a significant chunk of Valentine’s Day purchases happen very close to the holiday itself, especially for gifts like chocolate, cards, and flowers.
📅 Most Walmart and grocery retail sales occur on Feb 13 and Feb 14, with up to 75 % of red rose purchases happening during those two days.
Actionable Tip:
- Ramp up promotions 7–10 days ahead of Feb 14 to capture early planners.
- Maintain and even increase ads in the final 3 days before Valentine’s Day to capture last‑minute shoppers.
💡 This pattern also signals that buyers often procrastinate , meaning timing your campaigns matters just as much as the gift itself.
Leverage Walmart’s Seasonal Insight Tools
Walmart Connect provides seasonal shopping insights to help brands reach Valentine’s shoppers and tailor campaigns to Valentine’s gift intent.
👉 Explore Walmart’s Valentine’s Day Insights Guide for data on shopper intent and gift trends
Actionable Tip:
Use these seasonal insights to:
- Identify which Valentine’s keywords to target in search and display ads.
- Focus creative and audience targeting around high‑intent Valentine’s gift queries.
- Adjust bids for products trending upward in gift searches.
Optimize Listings with Valentine‑Focused Keywords
To compete during the Valentine’s peak, your product listings must appear for the right search terms. Retailers reported a 21 % increase in online Valentine’s gift shopping between 2023 and 2024, with many purchases happening online.
Actionable Tip:
Include Valentine’s phrases in your titles and bullets, such as:
- “Valentine’s Day gift for him/her”
- “Romantic chocolate assortment”
- “Heart plush gift set”
These align with what shoppers are searching for on Walmart during the season.
👉 You can find inspiration and keyword context via this Valentine’s Day marketplace strategy article
Use Walmart’s Deals & Flash Sections to Boost Visibility
Walmart features seasonal Flash Deals and time‑limited offers that give your products higher exposure and urgency, especially around major gift‑giving holidays like Valentine’s Day. Flash Deals appear prominently on Walmart.com and in the app, showcasing discounted products that shoppers can browse quickly.
You can even enroll eligible items in weekly Flash Deals through Walmart’s Success Hub, helping you tap into curated promotions and increase impressions on your listings.
Actionable Tip:
- Position your best‑selling products in seasonal deals or enroll them in Flash Deals using the Enroll Items in Flash Deals tool in Seller Center.
- Use seasonal visuals and pricing cues (like limited‑time discounts or strikethrough pricing) to drive urgency and attract Valentine’s shoppers.
- Consider pairing your Flash Deals with other promotions like strikethrough pricing or coupons to further increase CTR and conversions.
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Conclusion: Prioritize Timing, Categories & Insight‑Driven Optimization
Valentine’s Day 2026 offers Walmart sellers a major seasonal sales opportunity if approached with:
- The right product assortment (candy, plush, jewelry, themed home goods).
- A timed promotional strategy focused on key purchase days.
- A data‑driven approach using seasonal insights and high‑intent keywords.
Consumers are spending record amounts on this holiday each year, making it one of the most lucrative events outside the winter holiday season.
Implement these strategies now to maximize your visibility and sales on Walmart Marketplace this Valentine’s Day.
