Why is Victoria's Secret increasing inventory for Valentine's Day 2026?

Victoria's Secret is increasing inventory to prevent a repeat of last year's stockouts and capitalize on anticipated demand.

What changes is Victoria's Secret making for Valentine's Day?

The company is boosting marketing, increasing inventory, launching collections earlier, and reducing promotional discounts.

How did Victoria's Secret perform in recent sales?

Victoria's Secret recently reported its highest quarterly sales growth in over four years, indicating positive momentum.

Home / Business and Economy / Victoria's Secret Bets Big on Valentine's Day 2026

Victoria's Secret Bets Big on Valentine's Day 2026

6 Jan

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Summary

Victoria's Secret plans increased marketing and inventory for Valentine's Day 2026.
The company aims to avoid repeating last year's stock shortages.
Recent sales momentum fuels confidence in expanded Valentine's Day offerings.

Victoria's Secret Bets Big on Valentine's Day 2026

Victoria's Secret is bolstering its marketing and inventory for Valentine's Day 2026, aiming to capitalize on lessons learned from the previous year's shortages. The intimate apparel giant aims to avoid repeating its past mistakes of insufficient stock and understated promotions during this key sales period.

Recent sales performance, boosted by a revamped fashion show, has inspired Victoria's Secret's leadership to invest more aggressively. They anticipate inventory for the three months ending in February 2026 to increase by a mid-teens percentage, with a notable portion dedicated to Valentine's Day merchandise.

This enhanced Valentine's Day strategy is part of broader company changes, including new product launches and a focus on bolstering bra offerings. The company is also reducing promotional discounts, opting for more full-price items, and has increased the threshold for free gifts, signaling a confident approach to product value and customer engagement.