Singles Awareness Day drives ‘treat yourself’ spending as brands target solo shoppers

Valentine’s Day has long been dominated by couples, dinner reservations and predictable gifting. But as February 14 marketing ramps up each year, a growing number of consumer brands are shifting focus to Singles Awareness Day on 15 February — positioning it as a timely excuse for independent shoppers to invest in themselves.

“February hits and suddenly it’s everywhere — couples, Instagram love dumps, heart-shaped chocolates, overpriced roses. Meanwhile, singles are on the couch on February 14th with takeout and a Friends rewatch,” said Ashley, in a pitch outlining how Singles Awareness Day can be reframed as a self-care moment rather than a cultural afterthought.

“Singles Awareness Day (February 15th) — the perfect moment to flip the Valentine’s Day script into self-care and “treat yourself” energy, from glow-up beauty to wellness upgrades,” Ashley added.

Below is a selection of products being promoted around the date, spanning travel, lifestyle, home, beauty and wellbeing.

Arden Cove: Travel bags built for security and style (Prices vary)

Singles Awareness Day is increasingly being used by travel and lifestyle brands to encourage shoppers to upgrade everyday essentials, and Arden Cove is positioning its travel bags as a confidence-driven purchase.

“Arden Cove (Prices Vary): Because Singles Awareness Day is the perfect excuse to invest in yourself — and a bag that lets you travel confidently, stress-free, and stylishly.”

The company markets itself as “the creator of the best travel bags & accessories on the market” and targets customers who want both fashionable design and practical protection. The bags feature water-resistant materials and a range of safety functions, including RFID-blocking, locking clasps, vegan leather and slash-proof construction.

Arden Cove products are also available on Amazon and distributed through affiliate networks including Awin and Skimlinks, reflecting a broader push to reach consumers through both direct-to-consumer and marketplace channels.

Par Bleu Golf: A small upgrade for solo tee times ($29.00)

For consumers leaning into solo leisure activities, Par Bleu Golf is promoting its microfiber golf towels as an affordable “treat yourself” buy.

“Par Bleu Golf ($29.00): Take yourself on a solo tee time with a stylish accessory that makes the round feel even more rewarding.”

The brand produces high-performance towels designed for wiping clubs, hands and golf balls. The towels are described as ultra-absorbent, fast-drying and built for durability, with features including three silver grommets and a carabiner for easy attachment to a golf bag.

Par Bleu Golf is also affiliated with Awin and Skimlinks, making it a potential product for publishers and creators to feature via affiliate links.

Michu Pet: Valentine’s Day spending for cat owners (Prices vary)

Pet care is increasingly seen as part of lifestyle spending, and Michu Pet is targeting Singles Awareness Day through a “pets are family” message.

“Michu Pet (Prices Vary): Valentine’s Day isn’t just for couples — your fur babies deserve some love, too.”

The female-founded brand positions itself as eco-conscious and design-led, offering modern litter boxes, real wood cat towers and other cat essentials aimed at consumers who care about home aesthetics.

Michu Pet also offers tofu-based coloured litter in five scents, marketed as an eco-friendly alternative to traditional litter with strong odour control and easy cleanup. The brand is available on Amazon, Petco and Chewy, and it runs an UpPromote affiliate programme.

Select Brands: Cooking at home as self-care (Prices vary)

Singles Awareness Day is also being positioned as an opportunity to create small luxuries at home, particularly through cooking and baking.

“Select Brands (Prices Vary): Nothing says self-love like cooking or baking yourself something special at home — no reservations required.”

Select Brands is the parent company behind appliance names including TRU, Babycakes and Toastmaster, while also producing licensed products through partnerships with Disney, Warner Brothers and Paramount.

The company’s product range focuses on home cooking convenience, offering appliances that aim to combine functional performance with modern design. The brands are widely available on Amazon, supporting impulse purchasing during seasonal retail moments.

Kalorik Vivid Touch Toaster: A premium breakfast upgrade ($119.99)

Small appliances remain a key category for affordable “home upgrades,” and Kalorik’s Vivid Touch Toaster is being positioned as a countertop luxury.

“Kalorik Vivid Touch Toaster ($119.99): Turn Singles Awareness Day into a cozy bed-and-breakfast moment at home with a perfectly toasted start to your morning.”

The toaster includes preset options for bread, bagels and waffles, adjustable shade settings, and a 4.5-inch full-colour display. It is also marketed as compact, with multilingual and multi-metric settings. The product is available on Amazon.

Okapa: A design-led hydration investment ($295.00)

Higher-end self-care spending is also being captured through premium hydration products, with Okapa positioning its bottle as a mix of engineering and aesthetic appeal.

“Okapa ($295.00): Self-care starts with the basics—and upgrading your hydration routine is an easy way to reinvest in your body.”

The company highlights its materials, including a Swiss-made spout and German borosilicate glass, alongside a silicone shock absorption system and multiple safety seals designed to prevent leaks and spills. Okapa says its design is supported by more than 60 utility and design patents worldwide.

Ellen Lange Retexturizing Peel Kit: At-home glow-up skincare ($129.00)

At-home beauty continues to benefit from consumers looking for results without the time or cost of salon treatments.

“Ellen Lange Retexturizing Peel Kit ($129.00): Skip the spa appointment and give yourself an at-home glow-up that feels indulgent, effective, and totally deserved.”

The product uses a three-step system combining chemical exfoliation, enzymes and physical exfoliants. It is formulated in South Korea and is designed to improve tone and texture without irritation or redness, with a focus on mature skin and no downtime. The kit is also available via Amazon, Awin, Skimlinks and TikTok Shop.

86 West: Gender-neutral fragrance with gourmand notes ($44.99+)

Fragrance remains a popular category for self-gifting, particularly when positioned as identity-led rather than romantic.

“86 West ($44.99+): Skip the predictable Valentine’s Day gifting clichés and treat yourself to a fragrance that actually feels like you.”

The Black male-owned brand produces gender-neutral scents and markets itself as offering luxury at accessible prices. The company says its fragrances use a higher oil concentration for longer wear, with its award-winning In10sive Lust leaning into gourmand trends with chocolate covered strawberry notes. The brand is coming soon to AWIN.

Everydae: Supplements positioned for mood and balance ($45.00)

Health and wellness brands are also tapping into Singles Awareness Day, positioning it as a time to reset routines and support wellbeing.

“Everydae ($45.00): When the Valentine’s Day blues hit, Singles Awareness Day is all about supporting your mood, balance, and overall well-being.”

Everydae offers supplements formulated with naturopathic doctors and nutritionists, produced in FDA-registered and NSF-certified facilities, and approved by Health Canada. The company says its products are triple-tested by independent labs and free from gluten, dairy, soy, nuts, fillers and additives.

äz HairCare: Confidence-driven haircare for everyday styling ($46.00)

Haircare remains one of the most consistent self-care categories, and äz HairCare is positioning itself as performance-led rather than trend-driven.

“äz HairCare ($46.00): Treat yourself to haircare that actually delivers—because good hair is the ultimate confidence boost.”

Founded by stylist Rodger Azadganian, the brand is marketed as free of sulfates, parabens and harsh chemicals. Its Best-Selling Sooth Serum is designed for frizz control, humidity resistance and thermal protection, and is available online at Nordstrom.

A retail moment beyond romance

While Valentine’s Day remains a major seasonal driver for flowers, dining and gifting, Singles Awareness Day is increasingly being framed as a commercial opportunity of its own — encouraging shoppers to redirect spending toward practical upgrades, personal wellbeing and lifestyle-driven purchases.

For brands, the appeal is clear: February 15 offers a fresh angle on the same seasonal attention, without relying on couples-only messaging. For consumers, it provides a simple reminder that self-care spending can be just as celebratory as traditional Valentine’s gifting.