Valentine’s Day Content Strategy
Ace your Valentine’s Day email content with these ready-to-implement strategies. Enjoy!
Valentine’s Day is the ultimate clash of romance and commercialism, but the traditional emphasis on flowers, candy and jewelry is evolving into experiences over things. Your brand needs to know its customer preferences intimately and be ready to pivot to new directions as needed.
Here’s how the landscape is shifting:
- Fewer people are celebrating. The NRF’s 2017 Valentine’s Day consumer study found 54% planned to celebrate, down from 63% in 2007.
- They’re spending less. Consumers planned to spend an average $136.57, down from $146.84 in 2016. With fewer people spending less, the estimated spend was $18.2 billion, down from $19.7 billion.
- More people want experiences. Nearly 25% said they planned to give experiences (spa days, event tickets, couples activities and similar) instead of things (jewelry, candy, flowers). Most of those consumers were ages 18-44.
Even with those cautions, people are still spending in the billions for Valentine’s Day. You can snag your share of that spend by following one of the below strategies.
Strategy #1: Stress the need for speed
Valentine’s Day has a relatively short promotion window. Offer a dynamite promotion for early bird bargain-hunters. Also, prompt laggards to act by using deadline-driven promotions, exploding offers, and flash sales. Be very explicit with shipping deadlines.
If all else fails, promote your online gift cards.
Strategy #2: Appeal to non-VDay buyers
With nearly half of American consumers opting out of Valentine’s Day, that’s a good-size market. Speak to this market with promotions that encourage them to treat themselves.
Strategy #3: Help with discovery
Gift guides help customers find products they might not come across if they were just poking around on your website. A carefully curated product selection promoted via email could help subscribers solve a tricky gifting issue.
Strategy #4: Be a resource
Some gifts are tricky to buy, like jewelry, electronics or athletic equipment. Devote at least one email to buying tips. This can help customers succeed even if they’re venturing out of their knowledge zones.