Valentine’s Day has long been associated with romantic gestures, but in recent years, another celebration has quietly been carving out its space: Galentine’s Day. Celebrated on 13th February, it’s a day to honour female friendships, and for marketers, it’s an exciting opportunity to expand Valentine’s expenditure while offering something fresh and inclusive.

Why Galentine’s Matters

Galentine’s isn’t just a quirky trend, it’s a chance for businesses to tap into a market that isn’t strictly tied to romantic love. Consumers are increasingly looking for ways to celebrate meaningful relationships beyond their partners, from close friends to colleagues. This opens doors for:

• Special events, brunches, or evening experiences
• Gift bundles for friends rather than couples
• Digital campaigns targeting groups rather than individuals

By embracing Galentine’s alongside Valentine’s, brands can create campaigns that feel personal, inclusive, and relevant, increasing reach and potential revenue.

2026 UK Campaign Inspiration

UK brands are already leaning into this broader view of Valentine’s:

• OpenTable UK surprised audiences with floating dining tables held aloft by balloons, reframing Valentine’s around fun, shared experiences rather than just romance.
• Retailers are bringing seasonal fashion and playful activations to life, showing that Valentine’s moments can be social, fun, and sharable.
• Lifestyle and event guides across the UK now promote Galentine’s‑friendly theatre shows, cocktail experiences, and immersive events that celebrate friendship as much as love.

These campaigns highlight a shift in consumer behaviour; people want experiences and gifts that celebrate all types of connection.

Marketing Takeaways

The key to a successful Galentine’s campaign is authenticity. People want to celebrate friendship in ways that feel genuine, so marketing messages should be creative, fun, and relatable. Think along the lines of:

• Social media content highlighting friendship stories
• Limited edition products or gift sets designed for groups
• Experiences designed for shared moments, like workshops, classes, or spa packages

By embracing this approach, businesses can:

• Engage new audiences who may not participate in traditional Valentine’s
• Increase average order value by offering group or multiple-purchase options
• Foster brand loyalty by showing awareness of modern social trends

Recent marketing trends show that friendship and self-love are driving Valentine’s 2026 campaigns across the UK. From Galentine’s brunches to group experiences and themed gift bundles, brands are tapping into a wider audience: people celebrating all types of relationships, not just romantic ones.

Statistics show that over 60% of adults say they’d consider celebrating Valentine’s with friends or family, giving businesses a chance to expand seasonal spend and connect with consumers in fresh, meaningful ways.

By embracing this broader view of love, marketers can create campaigns that feel authentic, inclusive, and commercially savvy, and Galentine’s is the perfect entry point.