With Christmas done and dusted, it’s time to turn our attention to the first intimate moment on the calendar: Valentine’s Day. It may not bring December’s chaos but it carries its own kind of emotional urgency.

In 2025, 47% of UK consumers bought Valentine’s Day gifts, spending an average of £102, and although many households are still being careful with spending, similar engagement is expected in 2026 (Mintel). At the same time, shoppers are moving away from traditional options and leaning towards gifts that feel personal, practical and meaningful (Retail Times). For brands on Country Living Marketplace, this is your moment. Here’s how to stand out.

1. Make the giver feel confident

Valentine’s Day comes with pressure. Shoppers aren’t buying casually; they’re trying to get it right. So you’re not just selling a product – you’re giving someone confidence that they’ve chosen well.

That confidence often comes from seeing how something will be received. That’s where your storytelling comes in. Use your social channels to show your products in real life. This might be a potter showing a mug wrapped in recycled paper with a handwritten tag, or a candle maker sharing the final pour before it’s boxed and sent. These build trust and help future buyers picture the moment they’re hoping to create.

2. Sell peace of mind

January is the hangover after the holidays. Budgets are tight, energy is low and few are in the mood for grand romantic gestures. But they do want to feel in control – to stay ahead, not fall behind.

Valentine’s gifting can meet that mood. Frame early buying not as over-eager but as considered. Messaging like “already sorted” or “you’ll thank yourself later” makes it easier to say yes. Early access, limited drops or opt-in reminders let customers shop at their own pace – without pressure.

3. Make your limits feel like luxury

Scarcity isn’t a strategy for you – it’s reality. Limited materials, time-intensive methods and thoughtful fulfilment aren’t flaws. They’re your strength.

Be transparent. Say how many pieces you’re making. Let buyers know when orders will close and why. Share how long each item takes to finish. This kind of clarity doesn’t just signal quality – it sets expectations. Especially on the Country Living Marketplace, where people value process as much as product.

4. Help them choose with confidence

Gift-givers don’t always need more options, they need clearer ones. Often, they’re unsure what fits the person they’re buying for.

Simple guides can help. A quick post like “for the one who’s always cold” or “for someone who loves quiet mornings” makes it easier to connect the dots. You’re not telling them what to buy – you’re helping them recognise it.

Thoughtful always wins

Big brands will flood inboxes and compete on speed, but they can’t do what you do. They can’t create something considered, personal and real – for one person, at just the right time. That’s what sets you apart.