Though it's been long dominated by flowers, candy, and jewelry, the Valentine's Day market is shifting. IBISWorld analyst Tanvi Kumar and editor Kieran Newton investigate how and why this is happening, as well as identify some industries that stand to substantially benefit as a result.

Ripple Effect is a new segment we're trying, focusing on the unexpected economic forces and consequences surrounding everyday events. Let us know what you think (and send questions you'd like us to delve into) over at [email protected]!