Table of Contents
Why focus on Valentine's Day
While BFCM is still the most active shopping period of the year, Valentine’s Day follows close behind. Valentine’s Day sales were expected to reach $27.4 billion in 2020, with those numbers growing consistently year-to-year before then (2020 alone marked a 32% jump from 2019!). Data also shows that while overall fewer people are opting to shop for the holiday, those that do are spending more on average. As the ongoing pandemic will likely continue to shape consumer behavior, Valentine’s Day still remains a date online retailers should keep in mind when planning their marketing campaign. Valentine’s Day purchases tend to be candy, flowers, jewelry, and dinner, but if your inventory does not include these items, you can absolutely still launch promotions to celebrate! People enjoy seeing festive content, and many of the marketing ideas outlined below are not only relevant for Valentine’s Day but can be useful strategies in general to increase your sales and subscribers.
Valentine’s Day Promotion Ideas
#1 Themed product sets
#2 Digital Valentine’s Day cards
#3 Add to your Valentine’s Day messaging
Sure, February 14th is the date marked on calendars, but Valentine’s Day and the entire month lend themselves to celebrating different types of connections. With over $10 billion predicted to be spent on family members, friends, co-workers, and pets in 2020, the data shows that consumers are shaping and redefining what this holiday means to them. When it comes to your Valentine’s Day marketing promotion, consider expanding your targeting beyond couples. You can tailor your promotional messaging to also focus on friendships and general relationships with loved ones. Another angle to explore is the idea of self-love, as customers may be interested in purchasing gifts for themselves in addition to others for Valentine’s Day, and could just use some extra encouragement. With Valentine’s Day-adjacent holidays like Valentine’s Day popping up, there are many ways to design your marketing promotion to resonate with even more shoppers.
#4 Interactive quizzes
#5 Valentine’s Day gift guide
Finding the perfect gift for Valentine’s Day is not always an easy task for shoppers, so designing a curated gift guide for your online business can help guide them in the right direction. And it’s not only about the items you feature – gift guides give you even more control of the associations customers make with your products, so feel free to get creative with your categories! Aside from giving website visitors ideas on what to get for their loved ones, gift guides also provide an opportunity to showcase your products in new ways. While gift ideas themselves don’t necessarily have to be Valentine’s Day-themed, it doesn’t hurt to have a few items on the list that are specific to the holiday! In addition to featuring your gift guide on your website, you can also include it in your email marketing campaigns. Looking to create gift guides for subscribers based on their Facebook likes? Get started with Socital, which lets visitors sign up with their social media accounts for even more personalized newsletters.
#6 Social media polls and Q+As
#7 Digital workshops and events
#8 Customizable products
Particularly during Valentine’s Day, people are looking to add a personalized touch to their gifts. To help them find unique items for their beloved ones and commemorate special events in their lives, you can offer them the option to customize their products, either by including names or messages. While this can be a little bit more of a challenge to coordinate, particularly for smaller businesses, you don’t need to miss out if your inventory doesn’t include items that can be customized! Even the option for a personalized note can go a long way, and still lets customers tailor their gift for their recipient. If it’s feasible and your business focuses on products that are frequently gifted during Valentine’s Day, also consider providing free gift wrapping at checkout (with reminders added across your website!) for an additional incentive for visitors to follow through with their purchases.
#9 BOGO sale
While hosting a buy one get one free sale can be an effective promotion any day of the year, the idea of buying two gifts for the price of one is especially relevant for Valentine’s Day. This promotion offers savings to customers, as well as the opportunity to buy an additional item for those they love. To generate a sense of urgency, you can also combine a flash sale and a BOGO sale all in one. Set up a countdown timer on your website and on social media, send spread out reminders or push notifications to your subscribers, and emphasize that the offer will be available only for a limited time. For another variation on the BOGO sale and especially effective for smaller, inexpensive items, consider increasing the number of items needed to qualify for an additional free one, or launch a buy one get one half off sale. An additional strategy to increase your average order value while offering the same discount is launching a BOGO sale but instead of buying one get one free, they can purchase two and get two for free, and so on.