• by Todd Wasserman , February 13, 2022

As we take steps out of the pandemic, Valentine’s Day could be one of the first rebound holiday occasions. The National Retail Federation predicts that total spending for Valentine’s Day could reach $23.9 billion, the second-highest in the survey’s history.  (The highest-spending year was 2020, when Valentine’s Day spending hit $196.31 per person. This year, it’s projected to be $175.41.)

January data from Google shows that searches for “Valentine’s Day gifts for her” were up 300% over last year, and searches for “Valentine’s Day gifts for him,” rose 200%. Shoppers plan to spend over $100 on gifts, up from $88 in 2021, which places spending at pre-pandemic levels.

On the marketing front, we’re seeing everyone from Hershey’s to Hooters step in with Valentine’s Day promotions.

Panera’s deal includes a giveaway of 22 diamond rings served in a “bread bowl” box. Winners of the ring will also get a one-year subscription to Panera’s Unlimited Sip Club, which means unlimited free coffee. 

KFC is offering its Chicken Sandwich Snuggler, a 3-foot chicken sandwich-stuffed pillow plushie for $100 on Pillow Pets.  

Hershey, meanwhile, is planning to release blossom-top miniature cups as part of its 2022 celebration. The candies feature a light pink colored crème on top of a Reese’s Peanut Butter Miniature Cup. The candies are available in 9.3-oz. bags.

California Pizza Kitchen is dangling a Valentine’s Day Sweet Deal for Two, ranging from $40 to $50, that includes an appetizer, two entrees and a dessert. Each option includes a heart-shaped pizza for those who dine in-store.

In a sort of anti-Valentine's promotion, Hooters is also offering free photo shredders and chicken wings to those who send pictures of their ex. Those who do get 10 free boneless wings with a purchase of 10 wings. To take part, consumers need to tweet pictures of their ex with the hashtag #ShredYourEx.

Finally, OKCupid and agency Mekanism have launched a free line of Valentine’s Day cards. One reads, “Our relationship is like climate change. Uncomfortably hot & my dad is in denial about it.”