Forget the dinner bill debate—the real investment in Valentine’s Day is happening at the salon long before the first course is served. New data from Square reveals that Canadians are going all-in on “self-care” spikes, with medical spa spending jumping 157% and tanning salons seeing a 113% surge in the lead-up to February 14. But it isn’t just about romance; Galentine’s Day has become a massive economic force, with “bestie” beauty spending skyrocketing 233% year-over-year.
We sat down with Karisa Marra, Canada Head of Sales at Square, to break down the numbers behind Canada’s pre-holiday glow-up and why 2026 is looking like the year of prioritized wellness and confidence. —Noa Nichol
We often debate who should pay for the Valentine’s Day dinner, but your data suggests the real spending happens at the salon. Do you think Canadians are now prioritizing “self-love” spending as a non-negotiable part of the holiday budget?
“Self-love” isn’t just a buzzword — it’s clearly built into Valentine’s budgets now. In the week leading up to February 14 last year, beauty and personal care spending surged, even though February is typically a slower month for those categories overall. That tells us this spike is tied directly to the occasion. What stands out is that it’s not just couples driving it. Singles are treating themselves, while people with partners are getting ready for date night. In both cases, self-care feels like part of the celebration, not an extra.
For businesses, that kind of predictable, calendar-based lift is powerful. When you have technology at your fingertips that can help you see those trends in your data, you can plan staffing, promotions and inventory with way more confidence.
The average cost of a blow-dry in Canada is now $104.16, while professional makeup sits at $139.97. Are these services becoming the standard “uniform” for a 2026 Valentine’s date night?
At those price points, you’d expect some hesitation if these were still considered indulgences. But in our data we’re seeing steady booking activity during Valentine’s week. While it’s not universal, blow-drys and professional makeup are increasingly becoming part of how people mark important occasions. They’re less of an add-on and more of a ritual — part of getting into the spirit of the night.
You found a massive 157% spike in spending at medical spas leading up to February 14. Does this trend suggest that Canadians are moving away from quick fixes and toward more intensive, long-term skin investments for the holiday?
Yes, that’s a significant spike, especially in a category that tends to involve higher price points and more involved treatments. It suggests people are planning ahead and investing in treatments that last beyond a single evening. We’re actually seeing more of this “calendar investing,” where consumers tie longer-term treatments to meaningful social moments.
For med spas, that means Valentine’s isn’t just a one-week rush — it can be a six-to-eight-week runway. With appointment scheduling and automated reminders, for example, businesses can manage that demand more smoothly and reduce no-shows during peak periods.
Tanning salons saw a 113% increase in spend. Since we’re in the heart of a Canadian winter, is this data telling us that “bronzed and glowing” is the ultimate February aesthetic?
The timing says a lot. February is one of the darkest months in Canada, yet tanning services saw a 113% lift ahead of Valentine’s Day based on Square data. That suggests people are craving brightness and glow in the middle of winter, which is completely fair. It’s less about the season itself and more about how people want to feel for the occasion.
Galentine’s Day (February 13) saw a staggering 227% week-over-week increase in bestie-related beauty spending. Has February 13 essentially become the “Black Friday” for Canadian hair and nail salons?
I wouldn’t go as far as calling it Black Friday but February 13 is absolutely becoming a major revenue moment for Canadian salons. The difference is that this isn’t driven by discounts — it’s driven by experience. Salons that can seamlessly manage multiple appointments like group bookings, split payments, and group transactions are particularly well positioned to benefit.
Spending on Galentine’s-related beauty items grew 233% year-over-year, which is significantly higher than the 26% growth seen for Valentine’s items. Why do you think “friendship beauty” is outperforming “romantic beauty” by such a wide margin?
Part of it comes down to scale. Romantic celebrations are usually one-to-one — dinner for two, one gift or two per partner. Friendship celebrations are often group-based, which naturally multiplies bookings and transactions. There’s also a cultural shift happening. Valentine’s used to centre almost exclusively on couples while Galentine’s opens the door to everyone. I’d say it’s more inclusive!
While overall beauty sales typically dip in February, this specific window triggers a concentrated surge. What advice would you give to salon owners to keep that momentum going once the Valentine’s rush ends?
Valentine’s and Galentine’s are strong acquisition moments but the real opportunity is retention. Encouraging clients to rebook before they leave, offering maintenance bundles and staying in touch through marketing tools like Square Marketing can absolutely help turn a seasonal visit into an ongoing relationship. Things like gift cards also allow customers to present their favourite businesses to friends and family while helping businesses make more sales so it’s a win-win for everyone.
Looking ahead to 2026, you expect this pre-Valentine’s self-care trend to grow. If you had to predict the “breakout” beauty category for next February, where would you place your bets based on the current data?
If current trends continue, I’d look at wellness services that can also be shared experiences like skin consultation events, facials, IV therapy and manicures. Medical spa growth also shows demand for visible, longer-lasting results. Galentine’s growth highlights the power of social, bookable services. The biggest opportunity in 2026 will likely sit right at that intersection: noticeable results, delivered in a way that feels celebratory and shareable.
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