25 are shifting toward inclusive celebrations and thriftier shopping to cater to consumer preferences. Shein approached its Valentine’s Day marketing by targeting the Gen Y, Gen Z and Gen Alpha demographics on TikTok with its ‘Stars Aligned’ livestream, championing individuality, with its breadth of product offerings which cater to a broad consumer demographic; at an accessible price point. The matchmaking livestream on TikTok was not designed as a stand-alone event, but rather an integral component and launching pad for a broader campaign that showcases the brand’s offerings in an organic and engaging way to its audience. The unique approach combined the brand’s area of expertise in affordable on-trend fashion and inclusivity.  The ‘Stars Aligned – Love at Shein’ livestream invited viewers in on a female influencer’s quest for love with three prospective male suitors. Given the popularity of traditional dating shows and reality television, the campaign was well-positioned to engage its target audience. The overall aim is to combine fashion and romance, spotlighting the brand’s latest arrivals throughout the journey. After the initial livestream on February 3, Shein continued to distribute additional digital content across various platforms – highlighting the influencer’s final selection, their compatibility and first date – featuring a selection of Shein fashion and accessories. Lovehoney’s solo dining experience Australia’s leading sexual wellness retailer Lovehoney is dabbling in hospitality – launching a restaurant for one night only. Dubbed OLOS, the word solo in reverse, the free dining experience is the first-ever solo-only restaurant, designed to reverse the taboo surrounding solo-dining and self-love. OpenTable reported a 12 per cent increase in solo bookings in 2024 from the year prior. Meanwhile, Lovehoney found that 41 per cent of Aussies view dining out alone as the ultimate act of self-empowerment and that about a third of singles avoid Valentine’s Day because they feel awkward surrounded by couples. The OLOS experience includes a three-course aphrodisiac-inspired dining experience, fine wines and cocktails and a take-home sex toy of choice. The entire experience is worth around $250. Decathlon’s accessible adventure French outdoor retailer Decathlon is on a mission to make “camping more accessible for loved-up Aussies” this Valentine’s Day with its “Love in the Wild” campaign. The bundle includes camping essentials for two people, $300 value for under $200, and is available with the code VALENTINE online and in-store from February 1 to 15. This comes after the business noticed a 94 per cent spike in searches for hiking backpacks since the start of the year this year and has sold an average of over 33 tents daily in Australia.