It’s no surprise that each year, Valentine’s Day advertising focuses on love, romance and affection. It’s a time where men and women around the world try and find the perfect gift in the form of flowers, tasty chocolates and sparkling jewelry. Americans spent over $17 billion last year on Valentines gifts alone! Marketingland.com offers up the following these 3 “Shifts” that occur with Valentines Day:

The Shift in Customers: While the vast majority of floral purchases throughout the year are made by women, on Valentines Day, men spend twice as much as women! Keep your target market in mind and make a heavier focus on male-dominated marketing vehicles.

The Shift in Products: The most popular 2014 Valentine’s Day products purchased were flowers, chocolate and jewelry, with red roses comprising 61 percent of all flower types purchased. Be sure that you are part of every category where your products might be relevant. Ensure your website navigation makes finding products easy for consumers; send the right links to the right pages and emphasize clear promotions and values.

The Shift In Days: Like other holidays, the marketing cycle is getting longer and longer. Consumers start thinking about Valentines Day right after New Years. In planning your promotional calendar, it’s important to note when consumers are shopping. Last year saw different devices taking the lead on different days and for different products in the run up to Valentine’s Day. A review of our network data from last year revealed that:


• February 11th was the busiest day for purchases made on personal computers.
• Comparatively, February 12th was peak for sales on tablets and mobile phones.
• Additionally, February 11th was the best converting day for gifts, at around 12 percent.
• February 10th was the best converting day for Food & Drink Advertisers, at around 9 percent.


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