Valentine's Day Lingerie Sales Trends: Early Wins & Laggards

As Valentine’s Day approaches, many lingerie brands are beginning to see revenue rise—but many brands have yet to surpass their post-Christmas performance yet. Drawing from Grips data on 28 leading US lingerie sites, we see that some labels are posting healthy gains with three weeks to go before Valentine’s Day, while others continue to lag. Historical patterns from last year, however, suggest that being behind now doesn’t necessarily mean missing out on a strong holiday finish.

In 2024, lingerie sales for many sites peaked near February 7th. Many of the lingerie sites in our analysis are already showing strong seasonal performance with sales for the week ending January 21 surpassing those for the week ending January 1, demonstrating significant opportunity for early gains—even before the peak Valentine’s rush begins. These increases often stem from a mix of strategic promotions, fresh product drops timed to catch post-holiday shoppers and organized gift-givers looking to avoid the last-minute scramble. The brands below have already shown a measurable boost in sales since Christmas:

Online sales week ending January 21 vs week ending January 1, 2025:

• Bluebella.us (+43% increase in revenue)
• Fredericks.com (+43%)
• Yandy.com (+24%)
• Fleurdumal.com (+17%)
• WearLively.com (+17%)
• HerRoom.com (+14%)
• Journelle.com (+6%)

Meanwhile, sales for brands such as Agent Provocateur, Bare Necessities and Victoria’s Secret remain below their post-Christmas revenue. But last year’s data shows that some retailers lagging mid-way between New Years and Valentine’s Day enjoyed a strong rally by early February—often once Valentine’s collections launched and gift-buyers, the majority of whom are men, scrambled to pick out a gift.

Two Examples:

• Cosabella.com: Sales during the week ending January 21, 2024 were their post-Christmas revenues, but the site ended up with revenues  up 4% by the week ending February 7.
• HerRoom.com: Sales surged from a slow January ending up with revenues for the week ending February 7, 2024 ultimately 39% above the post-Christmas baseline, proving that even a significant delay can turn into a robust finish when brands time promotions and product drops effectively.

1. High Holiday Baselines
   • Some lingerie sites like Cosabella.com and Soma.com saw robust sales in late December, setting a high benchmark to exceed.
2. Promotional & Collection Timing
   • Sites waiting until late January or early February to unveil or pivot to Valentine’s-themed lines may not see a jump in sales until those efforts go live.
3. Gift vs. Self-Purchase Shifts
   • Post-Christmas sales tends to favor self-purchasers (e.g., redeeming gift cards, refreshing essentials). But by late January, gift-buyers become more prominent, driving up sales for brands that effectively target the Valentine’s crowd.
4. Last-Minute Shopping Surge
   • Brands lagging now can still catch up as men–who are notorious last-minute shoppers–and other gift-buyers begin shopping only in  February. Tailored promotions, easy gift guides and efficient shipping options can turn a slow start into a strong finish.

If last year’s trends hold, the industry will continue climbing until roughly one week before Valentine’s Day, then taper off as shipping windows close and late shoppers must buy in store to avoid sleeping on the couch. Early indicators don’t always dictate final outcomes: a retailer trailing its post-Christmas figures today could still see a sizeable surge if it optimizes its Valentine’s strategy in the coming weeks.

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