Global fast fashion giant Shein has revealed the top-selling products around Valentine’s Day in Australia.
In 2024, its top-selling item was a Valentine’s Day-themed liquid blush makeup product, followed by thermal high-waist straight leg jeans, a sequined, backless tassel-drop dress, a flap pocket denim skirt and its ‘Silquee’ solid fitted tee.
Ahead of Valentine’s Day 2025, the business revealed that its top-selling item so far appear to be mostly t-shirts, with top of the list being its ‘StreetHx’ numeric print short sleeve mesh jersey shirt. This is followed by a casual loose camouflage print short sleeve t-shirt, a cocktail club themed t-shirt, a ‘White Fox’ cherry t-shirt, and a draped neck ruched camisole with metal decor.
A Shein spokesperson told Ragtrader that the company has identified Valentine’s Day as a growing opportunity in Australia.
This year, Australians are tipped to spend $535 million, up from $465 million which was spent last year.
“Beyond traditional presents, there is a noticeable shift towards scenario-based gifting – where consumers prioritize shared experiences over physical items,” the Shein spokesperson said. “With 70 per cent of people planning a romantic meal as part of their Valentine’s Day plans, Shein saw an opportunity to connect fashion with these meaningful moments.”
For Valentine's Day this year, the fast fashion giant hosted a social media campaign, signing on Daniela Kosti – who runs the Kosti Kisses fashion brand with her sister Nikita – to take part in a live-streamed matchmaking show, with suitors from the Gold Coast.
Over the last few years, Shein has also launched a handful of physical activations in a bid to connect with its consumer base across Australia. This includes pop ups at music festivals and other events.
“While Shein has a strong track record of engaging consumers through trend-led campaigns, this initiative marks a shift towards integrating fashion into real-life experiences,” the spokesperson said. “By aligning style with romance and personal expression, Shein positions itself not just as a retailer, but as an enabler of memorable moments.
“This targeted approach differentiates the campaign from previous years and underscores the growing importance of Valentine’s Day in Shein’s marketing calendar.”