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:
- Valentine’s Day spending rebounds. The NRF foresees a record V-Day even though fewer people say they’ll celebrate. It predicts consumers will drop a total $20.7 billion, up 6% from 2018. Per-person spending is also expected to set a record at $161.
- More people want experiences. In 2018, 40% of consumers said they would like an experience gift (dinner out, spa days, event tickets, couples activities and the like) instead of things (jewelry, candy, flowers), but only 25% said they planned to give one.
- No Valentine? No problem! Although 49% of the U.S. population planned to sit out the holiday, 20% said they would celebrate by treating themselves or getting together with other singles.
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. Help of this kind motivates customers to succeed even if they’re venturing out of their comfort zone.