Happy endings. Many want them, few find them, and this year brands bonded with customers missing them. Topo Chico sent scorpions to old flames, Who Gives a Crap made loo roll from love letters
, and a small-town cattery let jilted lovers get revenge via litter tray
. But for us, razor brand Estrid delivered the sharpest message of all: Go F**k Yourself. Flipping the sad-single narrative, its self-love campaign gave the finger to society’s pressure to partner up and shut up about the thing we all do: masturbate. One in three of us were at it on V-day say the stats. Expect play-with-yourself card games, spicy tunes and taboo-busting ways to climax.