Valentine’s Day is coming up this Friday, and yet we all probably know someone who hasn’t picked the perfect gift for their loved one yet. While it may seem like there’s no time to adjust your digital marketing strategy this close to the holiday, there are definitely reasons to try.
US consumers are expected to spend an average of $196.31 per person for the holiday, amounting to a total of $27.4 billion, which is 32% higher than the 2019 record. And while Valentine’s Day searches start right after Christmas, they spike from February 11th to 13th, which means there are plenty of last-minute shoppers to sell to!
Here are some of our top digital marketing tips and tricks for winning the gift-giving procrastinators:
Differentiate with Delivery
With such a short window to purchase physical items, shipping becomes an important factor for any customer. If you’re able to offer fast last-minute delivery, make it obvious on your landing pages and ad copy. It’s also helpful to include the last possible order date needed to ensure on-time delivery – consumers will appreciate knowing before they browse your site.
It’s inevitable that some shoppers won’t have enough time to wait for delivery, making the Buy Online Pickup In-Store (BOPIS) capability a useful advantage. Once your delivery dates cannot be guaranteed before Valentine’s Day, adjust your copy to emphasize BOPIS and the time-saving benefits over traditional in-store shopping.
Reach the Buyer in the Right Place
Last-minute shoppers probably aren’t sitting down with their laptop to spend 2+ hours browsing for a present. Instead, they’ll be frantically searching for the right gift and where to find it on their phone. We recommend doubling down on mobile device targeting to make the most of your budget and reach your potential buyers where they’re searching. Since many consumers will have to pick up their items in person, geo-targeting and location extensions are powerful strategies to leverage as well.
Think Outside the (Chocolate) Box
You may think Valentine’s Day isn’t important if you don’t sell flowers, candy, or jewelry, but you might be missing out on a growing trend. Shoppers are increasingly looking outside traditional presents for their loved ones, turning to experiences, electronics, and even home supplies. This is a great opportunity to capitalize on the gift-giving sentiment and promote your brand on terms you normally wouldn’t.
It’s also worth it to adjust the time of your bidding this week. Shoppers are spending the most from 11am to 3pm and engaging with them during this time can help boost your sales. Surprisingly, users are still spending an average of $41 between midnight and 6am as they browse from their beds. Your competition likely isn’t vying for consumers’ attention during the early morning, making it easier to entice and convert shoppers during that timeframe.
Remember Cultural Differences
Valentine’s Day is celebrated around the world, but each culture does it differently. When it comes to your messaging, make sure you consider what the holiday entails in each market you’re targeting. In some countries, such as South Korea, women are expected to give chocolates to the men in their lives on Valentine’s Day, with the gesture returned in March.
Don’t Forget The Weekend After
Valentine’s Day falls on the Friday before a long weekend, with President’s Day on the following Monday. The holiday is known for large, nationwide sales on everything from electronics to furniture, which means shoppers will still be searching for the best deals online. They may even be looking for a belated Valentine’s Day gift! Make sure your advertising budget accounts for the heightened sales activity so you can find success all weekend long.
Once Valentine’s Day is over, you have a chance to evaluate your performance and refine your strategy for next year (or an upcoming holiday). Good luck, we hope you have a sweet Valentine’s Day!