Which retail brand won the hearts of American consumers? Ever wondered which jewelry brands are the most popular or which chocolate retailers see the most foot traffic? Our report covers 5 years of Valentine’s Day foot traffic data to give you your heart’s desire.
Valentine’s Day Retail Performance 2025
Valentine’s Day fell on a Friday in 2025 versus the Wednesday of 2024, making it a little more inconvenient for shoppers to go out and buy on the day last year. This may go a ways to explain why many retailers saw an over 20% increase in foot traffic compared to 2024, though many also saw a significant increase throughout the week which may show a significant consumer interest in the romantic holiday.
Included below is a list of foot traffic data for the week and day of Valentine’s to give a complete picture of retail performance.
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Jump to
- Top performing brands in 2025
- Analysis by category
- Top performing jewelery brands
- Top performing chocolate & candy retailers
- Best performing cinema chains
- Valentine’s Day general retail trends
Top performing brands for Valentine’s Day 2025
Over data covers the week surrounding Valentine’s Day to give a full picture of retail performance over the time period. Here we analyze the brands that saw the largest increase in foot traffic compared to 2024.
Many hotels, gyms, and coffee shops all saw a large jump in visits on the week surrounding Valentine’s Day in 2025 compared to 2024. Consumers opted, in many cases, for coffee dates and hotel stays in the U.S to celebrate the holiday. Other brands benefiting this year were car washes perhaps as many consumers opted to give their vehicle an extra shine to prepare for dates.
Valentine’s Day performance by retail category 2025 vs 2024
With Valentine’s Day falling on a Friday in 2025, many consumers opted for to buy a gift on the day. The most popular retail type to visit was Beauty, Perfume and Cosmetic stores–making bath gift sets and perfume common choices. Meanwhile, chocolate, florist, gift shops, and cinemas saw a large increase on Valentine’s Day compared to 2024 – when many shoppers instead visited stores throughout the week to pick up gifts or opted for different choices.
Indeed, jewelry retailers have seen a sharp decrease in visits both on the day and week of Valentine’s – both more than -30%. It seems that consumer preference aligns with fresh flowers, consumable goods, and perfume in 2025.
Data does not include drive-in cinemas.
Valentine’s Day fell on a Friday in 2025 versus the Wednesday of 2024, partly explaining the increase in visits for many retail categories.
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Weekly performance by retail category vs 2024
*Data does not include drive-in cinemas.
Top jewelry retailers in the U.S for Valentine’s Day
The biggest jewelry brands in the U.S are Pandora, Tiffany & co, and Kay Jewelers. But even the top jewelry brands struggled to bring in foot traffic for Valentine’s Day in 2025.
Jewelry retailers saw an average drop of over -30% during the week and day of Valentine’s as consumers opted for different gifts this year.
At pass_by, we offer the highest in market accuracy with 94% correlation to ground truth, over 15 data inputs, and a full 90 days of predictive feeds. Book a call now.
Pandora
- Visits during the week of Valentine’s Day YoY: -18.06%
- Number of U.S chains: Over 420 concept stores, more than 150 owned by Pandora
- Number of chains worldwide: over 2,400 concept stores
- Global revenue: $4.44 billion dollars (2024)
- U.S revenue: $1.57 billion (2024)
Tiffany & co
- Visits during the week of Valentine’s Day YoY:-24.49%
- Number of U.S chains: over 90
- Number of chains worldwide: over 320
- Global revenue: 10.577 million euros (2024)
Rogers and Hollands
- Visits during the week of Valentine’s Day YoY:-31.07%
- Number of U.S chains: over 70
- U.S revenue: $103.2 million (estimated)
Kay Jewellers
- Visits during the week of Valentine’s Day YoY: -37.61%
- Number of U.S chains: 1,000+ stores
- U.S revenue: $2.60 million (2024)
Fossil
- Visits during the week of Valentine’s Day YoY: -43.68%
- Number of worldwide chains: over 300
- Gobal revenue: $1.1 billion (2024)
Cartier
- Visits during the week of Valentine’s Day YoY: -30.73%
- Number of worldwide chains: over 200
- Number of U.S chains: over 25
- Gobal revenue: $6.2 billion (2023)
Top chocolate and candy retailers for Valentine’s Day 2025
As consumers crave the sweetest treats for Valentine’s Day, leading candy retailers have stepped up their game to offer an array of delectable options. With an emphasis on quality and innovation, these retailers are capturing the hearts (and taste buds) of consumers across the nation.
Chocolate retailers had a steady increase in foot traffic in 2025 compared to the previous year. During the week around Valentine’s Day, chocolate retailers were one of the categories that saw a steady increase of +12.48% year on year. On the day itself, many customers visited chocolate retailers with stores seeing an increase of over 27% year on year.
However, not all chocolate retailers saw the benefits. Some such as Rocky Mountain and Cookies by Design saw a large drop in visits compared to the previous year.
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Rocky Mountain
- Visits during the week of Valentine’s Day YoY: -8.91%
- Number of U.S chains: over 250
- Revenue: $17.5 Million
See’s Candies:
- Visits during the week of Valentine’s Day YoY: -0.23%
- Number of U.S chains: over 200
- U.S Revenue: $410.0M (2023)
Rocket Fizz
- Visits during the week of Valentine’s Day YoY: +19.27%
- Number of U.S chains: over 100
- U.S Revenue: $22 million (2023)
Hershey’s Chocolate World
- Visits during the week of Valentine’s Day YoY: +16.62%
- Tourist attraction
- Hershey’s total revenue: $11.165 billion
Ghirardelli Chocolate
- Visits during the week of Valentine’s Day YoY: +11.59%
- Number of U.S chains: over 10
- U.S sales: $812 million (2023)
Cookies by Design
- Visits during the week of Valentine’s Day YoY: -26.7%
- Number of U.S chains: about 70
- U.S revenue: $10.0 million (2023)
Read more: Biggest Fast Food Chains in America + Foot Traffic Data
How cinema chains performed for Valentine’s Day 2025
Over the week of Valentine’s Day in 2025, the performance of cinemas varied widely. Some saw a vast increase in visitors, while other brands saw an over 30% drop.
While overall cinemas benefited slightly this year with an above 1% increase in visits during the week, cinemas seemed to have benefited the most from Valentine’s Day falling on a Friday as visits increased by over 40% year on year on the day itself with more couples opting for a date at the cinema theater.
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Valentine’s Day general retail trends
- 13th of February year on year: retailers saw an increase of +26.57% in visits.
- 14th of February year on year: retailers saw an increase of +49.62% in visits.
Valentine’s Day 2025 has been an overall good picture for retails compared to 2024. When comparing the 13th and the 14th, retailers on average saw an increase for both days. While Valentine’s Day being on a Friday can account for some of the increased foot traffic, it can’t be denied consumers visited visited stores at a greater number this year. Valentine’s Day remains a beloved holiday for consumers and retailers alike.
At pass_by, we offer the highest in market accuracy with 94% correlation to ground truth, over 15 data inputs, and a full 90 days of predictive feeds. Book a call now.
FAQs
Is Tiffany or Cartier more popular?
Tiffany & co has an historical brand reputation, high brand recognition, and has more stores around the world than Cartier. However, Cartier has performed better in terms of visits and revenue on many occasions since 2020 when the Tiffany & co brand struggled and was then purchased by its now parent company LVMH.
What is the biggest jewelry brand in the U.S?
Kay Jewellers has over 1,000 stores in the U.S making it the jewelry brand with the most number of stores. However, competitors such as Pandora, Tiffany & co, and Cartier all have higher revenue numbers.
What is the top selling candy for Valentine’s Day?
Sweethearts, Reese’s Peanut Butter Hearts, and Ferrero Rocher are all top selling candy for Valentine’s Day.
How much for Americans spend on Valentine’s Day?
Consumers are expected to spend a record $27.5 billion on Valentine’s Day in 2025 according to the annual surveyreleased by the National Retail Federation and Prosper Insights & Analytics. The most popular gift categories in 2025 include candy (56%), flowers (40%), greeting cards (40%), an evening out (35%) and jewelry (22%).
Which retailers get the most visits on Valentine’s Day?
Overall, beauty, florist, cinema, gift shops, chocolate, and jewelry retailers get the most visits on Valentine’s Day.
