How to Market to Last-Minute Shoppers This Valentine’s Day

Valentine’s Day is the first major holiday to impact retail sales in the new year. Next to Christmas, it’s the biggest gift-giving holiday. More than half of the American population will celebrate it. Sales on Valentine’s Day reached an all-time high of $19.7 billion in 2016 with 2017 not falling far behind at $18.2 billion. Unlike other holidays, Valentine’s Day is not usually something people prepare for ahead of time. The majority of shoppers are men who buy their gifts the week before the big day and especially on the day itself. Here are a few helpful tips to get the most out of your Valentine’s Day retail marketing.

  1. Go Mobile

When consumers are in a rush, they immediately turn to their phones. Smart technology allows them to find information on the go. Almost half of online Valentine’s Day research and price comparison is done on mobile, so you should put the bulk of your advertising efforts there through social media and SEO. They will also likely use voice search to find what they need, so make sure your business is fully optimized for that.

  1. Gift Guide

More than likely, consumers looking for a gift don’t know exactly what to buy yet. People are hard to shop for and turn to the internet for ideas. Recent statistics show the most popular gifts for Valentine’s Day are flowers, jewelry, restaurants, clothing, candy, and greeting cards. No matter what your company sells, as long as you know your target audience then you can highlight something that would make a great Valentine’s gift. Let them know they’re making the right choice.

  1. Offer Promotions

Everyone likes saving money. Holidays only amplify that. Price matters when people are looking to buy something to give right now, they don’t have time to find a big elaborate expensive gift. According to a 2017 survey, consumers are willing to spend extra on a Valentine’s present if they find a good promotion, even a ‘buy one get one free’ deal. Sometimes they care more about what they save than what they spend. It will be like your gift to them.

  1. Don’t Limit to Couples

On Valentine’s Day, people show appreciation for the ones they love, which isn’t limited to romantic partners. Consumers buy Valentine’s gifts for their friends, children, family, coworkers, pets, or even themselves. Mix in some messaging to single people, who are probably feeling blue over Valentine’s Day anyway. They will likely want to celebrate in their own way by treating themselves or having a singles night out with friends. Show them it’s okay to be single.