12 Valentine’s Day Marketing Ideas (2020)
Based on statistics from the National Retail Federation on Valentine’s Day celebrations, 2019 was a foul yr for love. Only 51% of individuals reported planning to have fun the heart-filled vacation — the bottom reported share in 11 years.
But, taking a look at 2020 analysis, it appears customers have caught the love bug as soon as once more.
What’s actually fascinating concerning the information from NRF, although, is that — regardless of an general downward pattern within the variety of individuals celebrating Valentine’s Day — spending is means, means up.
NRF estimates that 2020 Valentine’s Day spending will attain $27.four billion — up nearly $7 billion from final yr’s (lack of) love.
According to the information, the most well-liked varieties of merchandise bought as a part of Valentine’s Day spending are:
- An night out,
- Gift playing cards, and
- Greeting playing cards.
Even when you don’t have merchandise that fall into these particular classes, it doesn’t imply you may’t department out and take advantage of out of Valentine’s Day. Let’s check out some Valentine’s Day advertising and marketing concepts throughout verticals and channels.
The Evolution of Valentine’s Day
There is a few uncertainty round when Valentine’s Day as we all know it actually started, however the first recorded reference to it as a day of affection was in a 1375 poem by Geoffrey Chaucer:
“For this was sent on Seynt Valentyne’s day / When every foul cometh ther to choose his mate.”
In Middle Ages France and England, it was generally believed that February 14 marked the start of birds’ mating seasons.
Exchanges of hand-made valentines seemingly hit America within the early 1700s, however within the 1840s, Esther A. Howland — ”Mother of the Valentine” — started promoting the primary mass-produced Valentine’s Day playing cards within the U.S.
Traditional celebrations as many people know them have revolved round flowers, candies, and romantic playing cards and dinners. But as we speak, because the marriage charge declines and individuals are staying single longer, the celebration has expanded as a day to have fun friendships (Galentine’s Day) and even being single (Anti-Valentine’s Day or Single Awareness Day).
Consumers’ evolving views of Valentine’s Day imply new alternatives for outlets exterior the standard Valentine’s Day verticals.
Let’s dive into how one can maximize your advertising and marketing technique to profit from this beautiful vacation.
Valentine’s Day Marketing Strategies
Any vacation related to reward giving presents a chance for ecommerce enterprise. Valentine’s Day isn’t any exception.
Let’s check out a number of the Valentine’s Day advertising and marketing methods you should use to faucet into the vacation spending and have a look at examples of how retailers have curated profitable campaigns.
Think exterior the field (of candies).
So you don’t promote sweet, flowers, or jewellery. That doesn’t imply you may’t capitalize on Valentine’s Day vacation purchasing! With the appropriate messaging, even merchandise not historically thought-about for Valentine’s Day may turn out to be a part of your loyal clients’ gifting plans.
LARQ, a BigCommerce service provider promoting self-cleaning water bottles, is a main instance. “Water bottle” most likely isn’t the very first thing that involves thoughts while you consider a standard Valentine’s Day reward, however that didn’t cease LARQ from discovering a strategy to profit from the vacation.
Here’s one Valentine’s Day advertising and marketing e-mail — topic line, “*NEW* Gift units for you and your principal squeeze” — that encourages buyers to purchase not only one, however two bottles as a reward set.
For buyers who need a particular strategy to acknowledge their good friend or liked one however don’t want a present set, LARQ additionally presents personalization on their water bottles. Here’s the subsequent Valentine’s e-mail they despatched, with the topic line: “A private contact – simply to your Valentine.”
LARQ’s Valentine’s Day marketing campaign is then mirrored on their homepage.
Whataburger’s Whatastore added a bit of love for Valentine’s Day as effectively, selling reusable tumblers on their homepage. Whataburger is making the most of the chance to faucet into an unbelievable base of buyer loyalty by nudging buyers to those cute items that might be used for Valentine’s Day or any day.
Start sending Valentine’s Day-themed emails.
Remind your e-mail subscribers of the upcoming vacation with Valentine’s Day-themed e-mail advertising and marketing. Make certain your emails have a catchy topic line and duplicate to maintain your clients engaged.
Schedule emails for 2 weeks earlier than Valentine’s Day to make sure that your merchandise stay on the forefront of the purchasers’ minds (with out being overbearing). And don’t neglect about final minute buyers — particularly frequent on Valentine’s Day.
CBD for Life Example
BigCommerce service provider CBD for Life despatched out this e-mail a couple of week and a half previous to Valentine’s Day, with the topic line, “It’s Back and Just in Time for Valentine’s Day.”
Provide buyers with reward guides.
Buying items for family members, whether or not it’s a greatest good friend or important different, is usually a actual problem, particularly if you wish to stray from the standard candy-flowers-teddy bear equation.
Give your clients some assist with a present information! Holiday-themed reward guides are a good way to offer clients with concepts for what to purchase. It is a superb alternative to focus on merchandise that your viewers wouldn’t have usually considered.
Wendell August Forge Example
Wendell August Forge, a BigCommerce service provider that includes a big selection of items, supplies a Valentine’s Day reward information linked from their homepage, as proven under:
Source: Wendell August Forge
Share the love on social media.
Social media is a superb place to get artistic together with your campaigns. Connect together with your clients on Valentine’s Day by sharing something particular your store is doing for the vacation.
Bottle Breacher Example
Check out this lovely instance from Bottle Breacher.
To broaden your attain, contemplate participating with frequent Valentine’s Day hashtags, or use a singular marketing campaign hashtag and encourage your clients to share their very own love tales or photographs — then make use of all the good user-generated content material.
Create each day offers and time-sensitive presents.
Create a promotion with a countdown timer. Shoppers are urged to make an instantaneous buy if they’ve restricted time to qualify for a sale or particular supply. Here’s one other instance from Bottle Breacher exhibiting how they added a way of urgency to their particular vacation supply.
Bottle Breacher Example
Source: Bottle Breacher
Source: Bottle Breacher’s Valentine’s Day Landing Page
You may additionally contemplate maintaining clients engaged with a particular vacation giveaway.
Tailor your paid search messaging.
Let’s face it — buyers are going to be looking for reward concepts. Why not be sure that your retailer reveals up excessive of their search outcomes?
Create a advertising and marketing marketing campaign with associated key phrases and tailor-made Valentine’s Day advert copy, like this La Perla instance under (which additionally does an excellent job of making a way of urgency by together with the most recent order date for on-time supply).
La Perla Example
Drop a brand new product.
Cleaning provides aren’t everybody’s concept of time, however Mrs. Meyer’s makes cleansing cute by dropping their restricted version rose scent round Valentine’s Day. The design and duplicate of this tweet tie the 2 collectively in a brilliant artistic means.
Mrs. Meyer’s Example
Keep your promotions going till the final minute.
If you’ve ever been within the grocery retailer or pharmacy on Valentine’s Day, you already know this — it’s a vacation infamous for last-minute purchasing.
So, whereas you can begin peppering in your promotions early, don’t cease quick.
If you’re promoting in a brick-and-mortar, be prepared for an uptick in gross sales within the days and hours main as much as Valentine’s Day. And on the ecommerce facet, reinforce your transport deadlines to immediate buyers to tug the set off.
Here’s how La Perla did that with a final likelihood e-mail, topic line “Your last chance to make it unforgettable” with preview textual content “Order today for Valentine’s delivery.”
La Perla Example
Capitalize on anti-Valentine’s Day sentiment.
Not everyone seems to be in love with love. Of the 44% of males and 46% of girls who say they’re not planning to have fun Valentine’s Day, 28% and 30%, respectively, say they nonetheless plan to mark the event in some way.
Plans embody getting along with buddies, treating themselves to one thing they need, or buying an “anti-Valentine’s Day” reward. Just like LARQ discovered a strategy to put a Valentine’s Day spin on their water bottle, take into consideration methods you may market your merchandise to all of your anti-valentines.
High Beauty Example
High Beauty used this picture on their homepage to nudge self-care buyers towards an eye fixed cream product by visually tying it to Valentine’s Day.
High Beauty homepage
Jeni’s does an excellent job of tapping into the Galentine’s Day alternative as effectively, and promotes it via e-mail. Here’s the e-mail they despatched out, with the topic line, “Ladies celebrating girls” and preview textual content, “Gifts for Galentine’s Day.”
Jeni’s didn’t cease at Galentine’s Day although. Here’s an e-mail they despatched touting their “Rebound Collection,” set to faucet into the heart-soothing qualities of ice cream. The copy additionally features a good however delicate reference to Shakira, whose identify shot up in search quantity after the 2020 Super Bowl halftime efficiency.
Valentine’s Day Marketing Examples
We’ve already checked out some particular Valentine’s Day advertising and marketing examples, however we’ve received extra! Here are a couple of extra seems to be on the methods varied retailers are gearing up with tailor-made Valentine’s Day advertising and marketing campaigns throughout channels.
Austin-based sweet enterprise Lammes Candies is an apparent alternative for Valentine’s Day items. That means doubling down on the pre-holiday promotions — and Lammes are tremendous candy!
Lammes Candies makes the Valentine’s Day connection instantly with a splash on the homepage.
The homepage’s Valentine’s Day name to motion leads clients to this tailor-made touchdown web page.
Bon Bon Bon goes all out for Valentine’s Day, and the colourful pictures makes for a really visually participating marketing campaign. Here’s their homepage, with a featured name to motion for his or her Valentine’s Day pre-sale.
Source: Bon Bon Bon
But they didn’t cease at their web site. Bon Bon Bon does an excellent job of constructing pleasure and selling their Valentine’s Day items via their social media channels.
To get individuals engaged, Bon Bon Bon used Instagram Stories to share scrumptious movies of the sweet prep. Don’t neglect that not all of your advertising and marketing must be extremely produced — this easy video is a good way to stoke pleasure with out loads of effort in manufacturing.
Jeni’s takes Valentine’s Day critically, dedicating two of the three carousel spots on their homepage to the vacation. The first touts their Valentine’s Day assortment, a five-pint package deal of chosen flavors.
The second spot takes clients to a Valentine’s Day reward information touchdown web page, with a collection of reward concepts — together with each their Valentine’s Day assortment and the Galentine’s Collection.
Source: Jeni’s Valentine’s Day touchdown web page
To get their loyal clients excited, Jeni’s started sending advertising and marketing emails encouraging Valentine’s Day pre-ordering.
La Perla put Valentine’s Day reward concepts entrance and middle by including a Valentine’s Gifts assortment to the primary navigation of their ecommerce store.
Source: La Perla
They additionally use e-mail and natural social to increase their attain. Here’s an Valentine’s Day-themed Instagram publish from the store:
Source: La Perla on Instagram
And right here’s how they despatched this out in e-mail:
Throughout all their messaging and visuals, they tie the merchandise into Valentine’s Day in a delicate however efficient means, with references to like and by highlighting smooth pink colours and together with roses within the imagery.
Women’s clothes model Natori additionally faucets into the Valentine’s Day spirit by selling a Valentine’s Day assortment on their homepage.
They proceed the connection all through their social media accounts. Here’s an instance of a Facebook publish selling the gathering:
Valentine’s Day isn’t the area of interest alternative it was. Brands and retailers effectively exterior of the sometimes well-liked reward classes can, with the appropriate messaging, benefit from the uptick in vacation purchasing. Take these advertising and marketing ideas and switch them right into a love-filled marketing campaign stuffed with goodness for what you are promoting.