Businesses are optimistic about preparing for Valentine’s Day this year, so marketing is more important than ever before! Let’s dive into how you can maximize your marketing strategy to make the most of this lovely holiday.
Valentine’s Day Marketing Strategies
Any holiday associated with gift giving presents an opportunity for ecommerce business. Valentine’s Day is no exception. Let’s take a look at some of the Valentine’s Day marketing strategies you can use to tap into the holiday spending and look at examples of how merchants have curated successful campaigns.
Think outside the box (of chocolates).
So you don’t sell candy, flowers, or jewelry. That doesn’t mean you can’t capitalize on Valentine’s Day holiday shopping! With the right messaging, even products not traditionally considered for Valentine’s Day could become part of your loyal customers’ gifting plans.
Start sending Valentine’s Day-themed emails.
Remind your email subscribers of the upcoming holiday with Valentine’s Day-themed email marketing. Make sure your emails have a catchy subject line and copy to keep your customers engaged.
Schedule emails for two weeks before Valentine’s Day to ensure that your products remain at the forefront of the customers’ minds (without being overbearing). And don’t forget about last minute shoppers — especially common on Valentine’s Day.
Provide shoppers with gift guides.
Buying gifts for loved ones, whether it’s a best friend or significant other, can be a real challenge, especially if you want to stray from the traditional candy-flowers-teddy bear equation.
Give your customers some help with a gift guide!
Holiday-themed gift guides are a great way to provide customers with ideas for what to buy. It is a great opportunity to highlight products that your audience wouldn’t have normally thought of.
Share the love on social media.
Social media is a great place to get creative with your campaigns. Connect with your customers on Valentine’s Day by sharing anything special your shop is doing for the holiday.
To broaden your reach, consider engaging with common Valentine’s Day hashtags, or use a unique campaign hashtag and encourage your customers to share their own love stories or photos — then make use of all the great user-generated content.
Create daily deals and time-sensitive offers.
Create a promotion with a countdown timer. Shoppers are urged to make an instant purchase if they have limited time to qualify for a sale or special offer. Here’s another example from Bottle Breacher showing how they added a sense of urgency to their special holiday offer.
You could also consider keeping customers engaged with a special holiday giveaway.
Tailor your paid search messaging.
Let’s face it — shoppers are going to be searching for gift ideas. Why not make sure your store shows up high in their search results?
Create a marketing campaign with related keywords and tailored Valentine’s Day ad copy, like this La Perla example below (which also does a great job of creating a sense of urgency by including the latest order date for on-time delivery).
Drop a new product.
Cleaning supplies are not everyone’s idea of a good time, but Mrs. Meyer’s makes cleaning cute by dropping their limited edition rose scent around Valentine’s Day. The design and copy of this tweet tie the two together in a super creative way.
Keep your promotions going until the last minute.
If you’ve ever been in the grocery store or pharmacy on Valentine’s Day, you already know this — it’s a holiday notorious for last-minute shopping.
So, while you can start peppering in your promotions early, don’t stop short.
If you’re selling in a brick-and-mortar, be ready for an uptick in sales in the days and hours leading up to Valentine’s Day. And on the ecommerce side, reinforce your shipping deadlines to prompt shoppers to pull the trigger.
Capitalize on anti-Valentine’s Day sentiment.
Not everyone is in love with love. Of the 44% of men and 46% of women who say they’re not planning to celebrate Valentine’s Day, 28% and 30%, respectively, say they still plan to mark the occasion somehow.
Plans include getting together with friends, treating themselves to something they want, or purchasing an “anti-Valentine’s Day” gift. Just like LARQ found a way to put a Valentine’s Day spin on their water bottle, think about ways you can market your products to all your anti-valentines.
Conclusion
Valentine’s Day isn’t the niche opportunity it used to be. Brands and merchants well outside of the typically popular gift categories can, with the right messaging, take advantage of the uptick in holiday shopping. Take these marketing tips and turn them into a love-filled campaign full of goodness for your business.
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