Would it surprise you to know that Valentine’s Day holds potential for driving revenue like few other holidays? While the winter holiday blows all of the other holidays out of the water, garnering $600 billion in sales in 2013-2014, Valentine’s Day secured 17.3 billion in sales in 2014, coming in behind back to school sales and Mother’s Day. If your business isn’t tapping into a marketing strategy that will drive sales for Valentine’s Day, it’s not too late to explore your options.
Don’t count yourself out
Businesses who don’t offer traditional Valentine’s Day gifts need to think outside of the box. According to marketing expert Lisa Raehsler, it’s “really all about the positioning.” While many consumers make standard holiday purchases like candy, flowers and greeting cards, many purchase jewelry, clothing and gift cards and they eat out. Consumers have also proven that they purchase gifts for more than just a significant other or spouse. They buy for family members, friends, teachers and colleagues, too. As a business, it’s essential to have a strategy to get in front of consumers so they’ll make a purchase.
Building a campaign
A successful campaign will build a snowball effect, peaking within a week of Valentine’s Day. Most shoppers wait until the last minute to buy or plan, with the majority of purchases taking place within seven days of February 14th. That includes dinner reservations, as many consumers aren’t making plans for a night out in advance than more than a week. Finally, most shoppers do their planning and purchasing during the weekdays, so they’re likely making these plans from work – and on mobile devices.
How to get attention
Knowing how to get attention depends on your audience and your products/services. Some ideas include:
- Creating an email campaign that builds on awareness, consideration and the decision, ensuring that you “tease” consumers with the idea of the perfect Valentine’s Day gift or experience well before the day of the event. You can segment email campaigns by gender, past purchase history, age, past buyers – the possibilities are endless.
- Making sure the offer is amazing. Depending on your industry, you can offer a discount, “holiday bucks” to spend in your store, a free add-on when consumers make a purchase, or a contest.
- Driving a social media campaign, such as a photo contest or a love story event. For example, ask Facebook users to enter videos that showcase their love story or a loved one, and then have users who “like” your page vote, giving the winner a special prize, like a free product or give card.
- Using a PPC campaign that attracts the right people at the right time. Some strategies should include spending most of your budget in the week leading up to Valentine’s Day, when more consumers will be hunting around online for gift ideas. Use keywords that target romance or relationships, such as “Valentine’s for mom” or “romantic getaway.”
- Making mobile part of the mix. More consumers are using mobile devices to research and shop, so it’s important that your advertising is optimized for the mobile experience.
It’s a holiday where even consumers who are on a budget splurge to find a special gift for their loved ones. The potential is there. Ensure your business is ready to attract traffic and make the sale with a savvy marketing strategy that gets attention.