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Make the most of the Sunday everyone is shopping for with CMX®

CVS® is already at the heart of ExtraCare® members’ Valentine’s Day plans. Now, in 2027, the Big Game lands on the same Sunday, giving brands a unique opportunity to build on that trip as gifting, gathering and game-time essentials come together in one basket.

 

Through ExtraCare insights and a connected omnichannel strategy, CMX helps your brand find its match across celebrations, categories and needs — and make even more of one huge Sunday of shopping.

A couple celebrates Valentine’s Day with a gift. Icons of a football and a Valentines Day card.

Valentine’s Day at CVS already gives brands a valuable trip to win

From the card that says it all to something sweet for someone special, shoppers know CVS has everything they need to bring Valentine’s Day together. And as the holiday gets closer and time gets tighter, they can count on CVS to help them finish the list. With CMX, your brand can be part of the plan before they arrive and part of the basket when they do.

  • 77%

    of ExtraCare members

    consider CVS for Valentine’s Day*

  • 42%

    of CVS Valentine’s sales

    happen in the final three days*

  • 4x

    more annual CVS trips

    from February shoppers*

Valentine’s Day isn’t one love story anymore. Neither is the shopping list.

The Valentine’s list may start with a partner, but it rarely ends there. There’s family to celebrate, friends to surprise, classrooms to think about — even pets to spoil. Every new name on the list expands the occasion and gives your brand another chance to be part of the celebration.

  • Illustration of a flower bouquet.

    Over half
    shop for family*

  • Illustration of a dog and cat.

    1 in 3
    shop for pets*

  • Illustration of a Valentine’s Day card.

    1 in 3
    shop for friends*

  • Illustration of a graduation cap and apple.

    1 in 3
    shop for classmates and teachers*

And in 2027, Game Day adds a whole new mission to the list

A Valentine’s card may get the trip started. Then a timely CMX media placement brings the watch party front of mind. Suddenly, candy for someone special shares a basket with snacks for the Big Game.

  • 36% are starting to shop earlier because the occasions fall together*
  • 50% plan to combine shopping for both occasions*
  • 75% want ideas that help them do it*

Valentine’s Day brings shoppers through the door. Game Day adds another shopping mission. CMX ensures your brand makes the connection as two huge events collide.

A person uses self checkout at a CVS store. Illustration of a CVS Heart with a football pattern.

Your brand might be the gift they came for, the discovery they add or the Game Day essential they almost forgot 

With ExtraCare insights, a connected omnichannel strategy and the reach and power of CVS, CMX builds a strategy tailored to your role in the journey — putting your brand at the heart of the celebration and in the middle of the action.

The date is set. Now put your brand on their list.

Build your 2027 Love & Game Day campaign with CMX.

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Not a guarantee of performance. Where permitted by law.

  • *CMX ExtraCare Member Love & Game Day Survey, 2026.

  • *CVS Front Store Marketing Internal Data, 2026.