South Africans are reimagining how they celebrate Valentine’s Day in 2026, with new search data from Google revealing a shift away from traditional romantic gestures toward creativity, self-care, friendship, and meaningful connection.
According to the latest Search trends, love this year is being expressed less through lavish dinners and expensive gifts, and more through thoughtful experiences, wellness activities, and personalised gestures that prioritise presence over extravagance.
Friendship Takes the Spotlight
One of the most notable trends is the surge in interest around “Galentine’s Day,” a celebration of female friendship on 13 February. Searches for the term have jumped by around 20% this year, with strong interest in gifts, outfits, décor ideas, and even themed parties for young girls.
Google classifies “Galentine’s” as a breakout search term — meaning interest has spiked dramatically, often by more than 5,000% compared with previous periods. The trend reflects a broader cultural shift toward celebrating all forms of love, not just romantic relationships.
Wellness Over Grand Gestures
Another major theme emerging from search behaviour is a growing focus on wellbeing. Interest in spa visits, mindfulness experiences, and local wellness escapes has increased, suggesting many people are choosing relaxation and quality time over traditional romantic outings.
At the same time, searches for “date night restaurants near me” have risen sharply, alongside interest in creative date ideas that prioritise shared experiences rather than luxury.
Creativity Becomes the Real Love Language
Search data also shows that effort and personalisation are becoming central to how South Africans express affection. From handmade crafts and digital cards to simple home-cooked meals and personalised gifts, people are placing more value on thoughtful gestures than expensive purchases.
There is also renewed interest in artisanal skills, with more users searching for ways to create unique, handmade presents or personalised digital gifts.
AI Joins the Celebration
Technology is playing an increasingly important role in how people plan celebrations. Many South Africans are using AI tools to design menus, generate creative gift ideas, or experiment with artistic food presentation.
This trend reflects broader AI adoption nationwide, with more than 70% of adults now reportedly using AI chatbots — many for learning new skills, exploring side businesses, or planning everyday activities.
A New Definition of Romance
Kabelo Makwane, Country Director for Google South Africa, says the search patterns point to a fundamental shift in how people understand love and celebration.
He notes that South Africans are increasingly favouring personalised expressions of affection — whether celebrating friendships, creating handmade gifts, or using technology to design meaningful experiences.
