Close×

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.”

comments powered by Disqus