What many people refer to as a “Hallmark” holiday has always seemed like a great opportunity for companies to roll in some extra cash. In the past, brands have spent much of their time creating Valentine’s Day campaigns geared toward couples. But with more than half of American adults identifying as single today, that may not be the best practice anymore.
Sure, the lovey dovey holiday hasn’t lost its momentum -- in fact, Valentine’s Day sales reached an all-time high of $19.7 billion in 2016. Yet, that’s because it’s become a holiday that both couples and singles celebrate. Many people are buying gifts and experiences for friends, co-workers and pets rather than that special someone. So if you’re thinking romance is the best way to boost your sales, think again -- it's time to switch gears and start focusing your Valentine’s Day efforts to include everyone.
1. Half of the American population identifies as single, and of these people, a quarter say they plan to do something for Valentine’s Day. On average, a single man will spend $71 during the holiday and a single woman will spend $40.
2. More people are buying gifts for their friends than their boyfriends. When people search for “Valentine’s Day Gifts For …” on Bing.com, 22 percent of people fill in “husband,” 20 percent of people type “friend” and 17 percent “boyfriend.”
3. Many people plan to spend money on their pets for Valentine’s Day. In 2016, a reported 19 percent of people bought Valentine’s Day gifts for their furry friends for a total of $681 million.
4. Unlike Christmas and birthdays, people don’t plan that much in advance for Valentine’s Day. So rather than spending your marketing bucks towards a month-long campaign, just focus on the one or two weeks leading up to Valentine’s Day. Forty-six percent say they’ll start shopping in early February.
5. Year after year, more and more people are shopping on their phones for Valentine’s Day. So it could be a good idea to boost your mobile efforts. Between 2015 to 2016, mobile search increased from 40 to 48 percent on Bing.com.
6. There’s nearly a 50-50 split between people who shop on desktops or tablets and people who shop on smartphones. Those who shop on desktops or tablets are typically searching for handmade or branded items, romantic staples or chain restaurants. People who shop on their phones are looking at jewelry and engagement rings, last-minute gifts and online groceries.
7. If you’re not already spending a lot of your time building up your company’s website or ecommerce page, it’s time to start. Every year, the amount of people shopping online for Valentine’s Day is increasing. Twenty-eight percent of people shopped online in 2016, and 35 percent shopped both online and in-store.
8. People don’t always get what they want on Valentine’s Day, and that’s because most people shop for their significant others without the input of that person. Most often, people receive candy, chocolate and cards on this heartfelt holiday, when what they really want is an evening out or an experience.
9. The holiday hasn’t lost all of its romantic mojo. If you’re advertising rings and/or jewelry -- this is your time to shine. Fifty percent of marriage proposals happen on Valentine’s Day, and on Bing.com, rings generated the most search traffic during the first seven days of February. In 2016, American consumers spent $4.5 billion on jewelry for Valentine’s Day.
10. Thirty-nine percent of people would love the gift of experience -- particularly theater tickets or comedy shows. In 2016, 35 percent of American consumers -- single and in a relationship -- spent nearly $3.6 billion on experiences.
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Saint Valentine - The Man
Saint Valentine – The Martyr
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