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Cupid’s sharpening his arrows, marketers are perfecting their pitches, and brands are pulling out all the stops to capture hearts (and wallets) this Valentine’s Day. Whether they’re launching swoon-worthy campaigns, partnering with celebrity sweethearts, or tapping into self-love trends, these five brands are set to make a splash in 2025.
So grab your heart-shaped chocolates and let’s dive into the brands giving lovebirds—and ad execs—something to talk about this season.
1) Kay Jewelers kicks off brand refresh
Sales lead insight: Contact Kay’s DMs to discuss advertising opportunities tied to its brand refresh and upcoming campaigns.
Why this is a brand to watch for Valentine’s Day 2025: Kay Jewelers is revamping its brand to attract Gen-Z and millennial consumers while boosting eCommerce sales. The refresh includes a multi-channel ad campaign spanning TV, online video, social, display, and search.
- Launching Studio by Kay collection on October 28, featuring 30+ styles priced between $199 and $2.1K.
- Investing $60M to redesign 200+ stores with enhanced technology and customization areas through 2025.
Kay is expected to:
- Increase ad spending across TV, digital, and social during the holidays.
- Prioritize personalized shopping experiences and digital marketing.
- Explore influencer partnerships and sports sponsorships.
- Seek new agency partners to support its transformation.
Digital spending snapshot:
- National TV spend YTD: $23.2M (2023 YTD: $23.7M)
- Top TV programs: NFL Football, 2024 NFL Draft, NBA Basketball, College Basketball
- Digital spend YTD: $10.8M (down 28% YoY from $15.1M)
- Top digital platforms: Hulu, Instagram, Facebook, Pinterest, TikTok
- CTV spend (past 12 months): $20M
- Top streaming platforms: Pluto TV, Roku, Tubi TV, XFINITY
Agency insights: Kay is likely open to agency partnerships to support its brand transformation. Current agency roster: Zimmerman Advertising – Creative AOR.
2) Exclusive media opps: Pandora Jewelry increases ad spend
Sales lead insight: Get in touch to explore opportunities as Pandora boosts digital and TV ad budgets.
Why this is a brand to watch for Valentine’s Day 2025: Pandora Jewelry has been aggressively increasing its digital and national TV spend, particularly during peak shopping seasons.
- Strong history of holiday-focused advertising to drive sales.
- Rapidly expanding digital investment, signaling a shift towards younger, social-first audiences.
Pandora is expected to:
- Ramp up digital and TV spend leading into Valentine’s Day.
- Explore more influencer collaborations and experiential activations.
- Maintain high visibility on premium platforms like YouTube and Pinterest.
Digital spending snapshot:
- National TV spend YTD: $16M (up 24% YoY from $12.9M)
- Top TV programs: Good Morning America, Grammys, The Kelly Clarkson Show
- Digital spend YTD: $36.1M (up from $10.9M YoY)
- Top digital platforms: YouTube, Pinterest, Facebook, TikTok, Instagram
- CTV spend (past 12 months): $17.7M
- Top streaming platforms: Spectrum, Tubi TV, XFINITY, YouTube App
Agency insights: Pandora is investing heavily in digital and may seek additional agency support. Current agency roster: Carat – Media & Digital AOR.
3) Female Gen-X, Millennial opps: The Paper Store announces new banner, Uncharted
Sales lead insight: Connect with The Paper Store’s (TPS) DMs to explore marketing opportunities as it expands Uncharted stores.
Why this is a brand to watch for Valentine’s Day 2025: TPS is making a bold Midwest expansion with Uncharted, a specialty retail concept featuring:
- Trendy brands like Stanley, Kendra Scott, Free People
- In-store experiential offerings (ear piercing, charm bar, personalized events)
- $60M investment for national growth over the next five years
TPS is expected to:
- Increase marketing spend to promote Uncharted stores.
- Invest in experiential activations to drive in-store traffic.
- Leverage influencer and content creator partnerships.
- Seek agency support as it scales operations.
Digital spending snapshot:
- 2024 digital ad spend: $18.2K (up from $4.5K in 2023)
- Impressions breakdown: Direct (74%), Ad Network (21%), Programmatic (4%)
- Top digital platforms: Neopets, CBS News, Facebook, Cosmopolitan, Bustle
Agency insights: TPS could be looking for agency partners to support Uncharted’s growth.
4) Millennial, Gen-Z opps: Bumble‘s CMO to depart
Sales lead insight: Act now to engage Bumble during its CMO transition.
Why this is a brand to watch for Valentine’s Day 2025: With CMO Selby Drummond leaving in January, Bumble is entering a transition period that could bring:
- New leadership = new marketing direction
- Potential increase in digital and influencer marketing
- Possible agency reviews
Bumble is expected to:
- Keep increasing digital spend into Valentine’s Day.
- Explore new marketing channels under new leadership.
- Review agency partnerships once a new CMO is in place.
Digital spending snapshot:
- National TV spend YTD: $71.5K (up from <$1K in 2023)
- Top TV programs: The National Dog Show, Today, Modern Family
- Digital spend YTD: $25.7M (up from $11.1M in 2023)
- Top digital platforms: YouTube, Instagram, Facebook, TikTok
- Top podcast sponsorships: The Ben Shapiro Show, The Matt Walsh Show, The Dan Le Batard Show
Agency insights: Once a new CMO is hired, agency reviews could follow. Current agency roster:
- Wavemaker – Media AOR
- The Influencer Marketing Factory – Social
- VML – Creative
5) Deutsch Family Wine & Spirits expands Tombras’ remit
Sales lead insight: This shift will impact the company’s media strategy—reach out now.
Why this is a brand to watch for Valentine’s Day 2025: Deutsch Family Wine & Spirits is consolidating media planning and buying under The Tombras Group, signaling:
- A potential boost in media spend across digital, social, and traditional channels
- Expanded advertising efforts to promote its spirits brands
- New influencer and experiential marketing initiatives
Deutsch is expected to:
- Increase ad spend across all channels in 2025.
- Expand influencer and content marketing efforts.
- Explore new partnerships for experiential activations.
Digital spending snapshot:
- 2024 digital ad spend: $12M (down from $29.2M in 2023)
- Impressions breakdown: Programmatic (97%), Direct (3%)
- Top digital platforms: Facebook, Hulu, Instagram, NYTimes (Android), YouTube
Agency insights: With this major media shift, other roster changes could follow. Current agency roster: The Tombras Group – Media & Creative AOR.