How Valentine’s Day Influences Mobile Usage and User Acquisition Strategy

Valentine’s Day isn’t just about roses and candlelit dinners, it’s a marketing jackpot. As February 14th approaches, millions of users turn to their phones to find love, shop for the perfect gift, book last-minute date-night plans, or even dive into solo entertainment.

And that also means if your app isn’t ready to capture this surge in engagement, you’re leaving serious revenue on the table. With seasonal intent at an all-time high, this is one of the best times of the year to acquire new users, drive engagement, and boost conversions. 

But how do you make sure your app stands out when every brand is fighting for attention?

Who’s Getting the Love?

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Dating Apps

Not all apps feel the Valentine’s Day boost the same way, but a few key categories see undeniable spikes in user engagement and spending.

You may or may not have guessed it, but February is prime time for dating apps. People who spent the holidays single are now looking for a connection, and downloads skyrocket as Valentine’s Day approaches. Tinder, Bumble, and Hinge consistently report a surge in activity. In the days leading up to February 14, dating app installs rise notably, reflecting the urgency of last-minute romantics. On February 11, installs see a 1% increase compared to the monthly average, followed by a more significant 8% surge on February 12, as users rush to find a potential match before the big day. More people are signing up, swiping, and starting conversations, hoping to secure a date just in time.

That also means that dating apps, unsurprisingly, go all-in for February 14th. Tinder, Bumble, and Hinge all make sure to capitalize on it. Tinder has previously run “Swipe Surge” events, notifying users when activity is peaking so they can jump in while the odds of matching are highest.

Users are usually spending more time in the app, sending more messages, and showing a greater willingness to pay for premium features that help them stand out. With the right push, dating apps can turn this seasonal surge into real revenue, as users become more open to upgrades like read receipts, profile boosts, and unlimited likes. This is the biggest moment of the year for mobile dating. One where competition is fierce, but so is user intent.

But now, let's focus on those who are in a relationship.‍

E-Commerce Apps

Valentine’s Day shoppers are famous for leaving things to the last minute. In the final days leading up to February 14th, mobile shopping apps experience a major spike in purchases, with users frantically searching for the perfect gift. Jewelry, flowers, chocolates, and experience-based presents like spa days and weekend getaways dominate the shopping lists. With urgency at an all-time high, consumers are more likely to choose brands that offer fast shipping, same-day delivery, or digital gift cards that can be sent instantly. Mobile checkout needs to be frictionless. Any delay, complicated process, or unnecessary extra step could mean a lost sale. 

For brands in the e-commerce space, standing out means offering irresistible promotions and ensuring a seamless mobile shopping experience. Those who do it right can turn last-minute procrastinators into high-value customers who might just stick around long after the holiday is over.

Amazon and Etsy highlight curated gift guides for different types of relationships, from “For Your Longtime Love” to “For the One You Just Started Seeing.” The smartest brands don’t just push generic “Valentine’s Deals”, they tailor messaging to different buyer intents, ensuring that whether someone is shopping for a partner, a best friend, or even themselves, there’s an offer that feels relevant

‍Entertainment, Restaurant & Food Delivery Apps

Also, whether people are planning a romantic movie night or indulging in a solo binge session, streaming platforms, social media, and even mobile games see a noticeable uptick in engagement.

Couples looking for date-night entertainment turn to streaming services, boosting views on rom-coms, love-themed playlists, and interactive watch party features. On the flip side, singles who aren’t celebrating might opt for an entirely different experience, diving into binge-worthy shows, mobile games, or social media scrolling to pass the time. Entertainment and streaming apps also know how to cash in on the love-filled season. Netflix, for instance, often curates special “Date Night” or “Anti-Valentine’s” watchlists, appealing to both couples and singles. 

For restaurants and food delivery apps, Valentine’s Day is also one of the biggest nights of the year. Couples planning a romantic dinner at home turn to meal delivery services, while last-minute planners scramble to book reservations (prepaid fine-dining bookings are up 67% for Valentine’s Day). Food and drink apps see a major spike in usage, with installs rising by 14% on February 11 and 11% on February 12 compared to the monthly average. The trend continues on Valentine's Day itself, with a 9% increase in downloads. Also, food delivery apps specifically saw a 10% and 9% increase in installs on February 11 and 12.

At the same time, singles and groups of friends who aren’t celebrating in the traditional way often turn to comfort food, takeout, or even dessert delivery as their Valentine’s Day treat. This year, 81% of diners are planning to try new restaurants, indicating a shift towards more casual and varied dining experiences. 

The key takeaway? Valentine’s Day campaigns don’t have to be about selling a product. Sometimes, simply making your app part of the experience is enough to drive higher engagement.

Winning UA Strategies for Valentine’s Day

Hyper-Targeted Advertising

Hyper-targeted advertising is one of the most powerful tools during this season. Valentine’s Day is an emotional holiday, and ad creatives need to tap into that sentiment. Whether users are looking for love, planning a perfect date, or scrambling for last-minute gift ideas, they’re driven by feelings - excitement, urgency, even FOMO. The best UA campaigns don’t just sell a product; they sell an experience that fits the moment. 

Standard ad creatives won’t cut it, this is the time for romantic, playful, or even humorous messaging that aligns with the holiday.

That’s exactly what we did with Lightricks ( Facetune, Photoleap, and Videoleap sounds familiar?) for their Valentine’s Day campaign. To meet Lightricks' growth goals, we increased their high-value users at a cost per acquisition (CPA) that aligned with their targets while hitting return on ad spend (ROAS) benchmarks. By tapping into emotional touchpoints, we helped them craft ad creatives that resonate with users, videos and photos, driving high-value installs and engagement, and helping them connect deeply with their creative audience. This approach ensures that every ad reaches the right person at the right moment, maximizing impact and results.

Play on the Urgency

The key to making your campaigns successful is urgency, users need to feel like they have to act now to make the most of the holiday. For example, OpenTable had a clever approach to Valentine’s Day, rolling out a series of witty countdown ads that stood out as one of the season’s best campaigns. What made it so effective? It tackled a common issue - forgetting to book a table. Rather than just nudging people to use the app, the brand used humor to highlight relatable dining mishaps, all leading to a clear and urgent reminder: “Don’t miss out—reserve your table now!”

Personalization & Audience Segmentation

Beyond broad ad campaigns, personalization is what truly makes a difference. Not all Valentine’s Day users are the same, so the same messaging won’t resonate across the board. Audience segmentation plays a huge role in making UA efforts more effective. E-commerce platforms need to differentiate between users searching for traditional Valentine’s gifts and those booking experiences like weekend getaways or spa treatments. 

Dynamic Creative Optimization

Dynamic creative optimization (DCO) takes this even further by adjusting visuals and messaging in real time based on user intent. Someone searching “Valentine’s gifts for her” shouldn’t see the same ad as someone looking up “anti-Valentine’s events.” The more relevant the ad, the higher the chances of conversion.

App Store Optimization & Visual Elements

With increased seasonal demand, app store optimization (ASO) also plays a crucial role in user acquisition. Users aren’t just searching on Google, they’re looking inside the App Store and Google Play for apps that help them with their Valentine’s plans. If an app isn’t optimized for seasonal search trends, it’s missing out on high-intent downloads. 

Beyond ASO, visual elements matter too. Updating app icons, screenshots, and descriptions to reflect seasonal appeal can make a huge difference in attracting users who are actively looking for Valentine’s-related solutions.

Incentives and promotions

Incentives and promotions can be the final push that turns interest into action. Time-limited Valentine’s Day discounts, special in-app offers, and referral bonuses for sharing with a partner or friend all help drive installs and engagement. A well-placed “limited-time offer” message plays into the urgency of the holiday, encouraging users to act fast before the opportunity slips away. 

Influencer Marketing for Valentine’s Day UA

Influencer marketing is a powerful strategy that can elevate your Valentine’s Day campaigns by tapping into the authentic, personal connections influencers have with their audiences.

Partnering with influencers who resonate with your target audience brings your campaign to life in a way that feels genuine and relatable. For example, consider how Fenty Beauty collaborated with LGBTQIA+ influencers Mariana Varela and Fabiola Valentín for their Valentine’s Day campaign. The influencers shared their love story while promoting Fenty Beauty's Valentine’s Day parfum collection, creating content that felt deeply personal and emotionally resonant. By tapping into their LGBTQIA+ pride and showcasing love in all its forms, Fenty Beauty’s campaign celebrated inclusivity and connection. These influencers didn’t just promote products, they shared a story of love and self-expression, making the campaign resonate on a meaningful level with their target audience. The result? A significant boost in engagement and sales as their audiences felt personally connected to the message of love and pride (Take another look at hyper-targeting).

By leveraging influencers, brands can create content that speaks directly to the heart of the holiday, whether it’s about romance, self-care, or even celebrating “anti-Valentine’s Day” vibes. The emotional connection influencers foster makes them ideal partners to amplify your brand’s message and drive high-quality installs and engagement.

Common Mistakes to Avoid in Valentine’s UA Campaigns

There is More than Couples and Singles at Valentine’s Day

When it comes to user acquisition around Valentine’s Day, brands often get so caught up in the romance that they forget one crucial detail: not everyone is celebrating in the same way. 

One of the biggest missteps? Ignoring non-traditional audiences. Yes, couples exchanging gifts and planning date nights are an obvious target, but they’re far from the only ones spending money in February. Singles represent a massive market, whether they’re swiping on dating apps, indulging in self-care purchases, or planning “Anti-Valentine’s” celebrations. Then there’s Galentine’s Day, which has grown into a cultural moment of its own, with women celebrating their friendships on February 13th. 

Campaigns that focus exclusively on couples risk leaving a lot of revenue on the table.

Last Minute Campaigns are a No-Go

Another major pitfall is waiting too long to launch campaigns. Brands that start pushing their Valentine’s messaging a few days before February 14th are already late to the party. By early February, consumers are searching for gifts, planning dates, and making purchasing decisions. 

Late January to early February marks the period when early planners begin searching for date ideas, gifts, and experiences. This is an ideal time for brands to launch awareness campaigns and implement retargeting strategies to engage potential customers.If there’s ever a time when people are more active, impulsive, and willing to spend, it’s the two weeks leading up to February 14. Users aren’t just browsing casually, they’re on a mission. 

If you’re in mobile marketing, that means you’ve got a prime window to capture high-intent users, but only if you move fast.

Your Post-Valentine’s Retention Strategy

And finally, one of the most overlooked mistakes: forgetting about post-Valentine’s retention. A well-executed campaign might bring in a surge of new users, but what happens after February 14th? 

If your UA strategy is purely seasonal, you’ll see a drop-off as quickly as the spike. The goal isn’t just to attract users for a one-time engagement, it’s to convert them into long-term customers. You can leverage AI and Machine Learning to improve your user retention.

Seasonal trends like Valentine’s Day can be a huge opportunity, if you know how to make the most of them. If you ever need a hand, just reach out. We’ve got the strategies, the tech, and the know-how to help you turn these seasonal spikes into real, lasting growth.

Conclusion: Love Last Beyond Valentine’s Day

Valentine’s Day might come and go in a heartbeat, but the impact it has on mobile user acquisition doesn’t have to be a fleeting romance. The brands that truly win this season aren’t just the ones cashing in on a short-term spike in engagement, they’re the ones turning those seasonal users into long-term, loyal customers.

So, what’s next? After the last roses wilt and the heart-shaped candy goes on clearance, new seasonal trends take center stage. Spring shopping, tax season, and post-holiday app engagement all present fresh opportunities for mobile marketers to keep the momentum going. 

Valentine’s Day might be about love, but in the world of user acquisition, the real goal is commitment.

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