This year-round churn profits shops and content creators, but not the rest of us. Nobody needs ‘autumn oven gloves’

It’s Valentine’s Day, which means you should have spent the last few weeks swapping all of the lamps in your house. If not, you still have a few hours: box up your beige lampshades (or better yet, throw them in the bin) and replace them with ones of red and pink hues. Then – if you want to feel mentally well – you must also change your lightbulbs, because “warm white lighting” is the best way to ensure your crimson decor doesn’t look “too harsh”.

This is according to online lighting company Pooky, which is selling 43 “lust-worthy lamps” (and shades) for Valentine’s Day. A press release the brand sent on behalf of the brand in late January proudly declared that Google searches for “seasonal decor” have increased 70% year-on-year globally, while queries about “Valentine’s decor” have soared 2,584% since the start of 2026. “The beauty of seasonal lighting,” said Pooky’s chief creative officer, “is that it’s easy to rotate. Store one or two Valentine lampshades, a set of rose-tinted bulbs and a handful of candles in a labelled box, and you can transform your home every February in minutes.”