creative werks is an Illinois-based co-packer partnering with leading CPG brands to design, source, and execute packaging programs at scale. Our integrated model brings research, design, commercialization, and co-packing together, eliminating the need for outside agencies and reducing friction from concept to shelf.
To stay ahead of seasonal shifts, we conduct comprehensive market research across seven major retail channels in the Chicagoland area, analyzing nearly every seasonal SKU on shelf.
This approach gives us a focused, real-world view of the seasonal packaging formats dominating the category. From cartons and doy bags to specialty items like novelty tins and candy cane tubes, we uncover insights into what captures attention, drives purchase, and earns repeat placement.
Below are the standout packaging trends we observed from Valentine’s 2025.
Heart Billboard Carton SKU Increase
Sustainability goals and speed to market continue to fuel the rise of innovative carton solutions. Unlike plastic packaging, cartons offer flexibility without the need for new tooling—making them easier to roll out, update, and scale across seasonal programs.
For Valentine’s 2025, cartons—particularly billboard boxes (standard cartons enhanced with an applied front panel to create dimensional shapes)—showed continued year-over-year growth. This evolution of a familiar format allows brands to deliver stronger shelf impact and creative differentiation while maintaining operational efficiency.
Valentine's Classroom Exchange Kits Gain Momentum
One of the most noticeable carton trends was the continued growth of Valentine’s Day classroom exchange kits. Designed for easy giving and sharing, these kits are built for high-volume classroom distribution and parent-friendly purchasing.
A key driver of this format is built-in personalization. Writable wrappers allow kids to label who each exchange is from—adding a simple but meaningful interaction without increasing complexity or cost. For brands, exchange kits strike a balance between scale, affordability, and emotional connection, making them a reliable performer in the Valentine’s aisle.
Large-Scale Exchange Expands into Club
Club retailers leaned into seasonal gifting in a much bigger way for Valentine’s 2025, extending classroom exchange concepts into large-format, high-value packs. While exchange kits remained part of the assortment, club versions scaled the format dramatically.
We saw full-size lollipops, oversized multi-packs, and even 12-count heart box bundles designed for classrooms, teams, and other non-romantic gifting occasions. These programs emphasize value, convenience, and versatility—key drivers for club shoppers—while reinforcing Valentine’s as a broader sharing moment, not just a romantic holiday.
Valentine's Moves Beyond Candy
Valentine’s Day is no longer just a candy occasion. For Valentine’s 2025, snack brands continued to move into the seasonal set, using familiar Valentine’s formats to signal gifting and sharing beyond traditional confections.
We saw heart-shaped boxes filled with peanuts, popcorn presented in festive cones, and snack “tackle box” assortments designed for group sharing. These formats borrow visual cues from candy while broadening the aisle with salty, savory, and mixed-snack options—anchoring Valentine’s as a shared experience rather than a single-category holiday.
creative werks helps leading CPG brands bring packaging ideas to shelf—integrating research, design, commercialization, and co-packing for seamless execution at scale.
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