Daniel Surmacz
Daniel Surmacz 14 February 2017
Categories B2C, Ecommerce

Valentine’s Day - 3 Tips For Online Marketing Campaigns

Consumers across the US and EU are ramping up romantic gift shopping – both offline and online. For merchants, the time window before Valentine’s is a huge opportunity to hit sales targets. After all, it’s the next peak sales season after Christmas and New Year’s.

According to the National Retail Federation (NRF), Americans spent $19.7bn in 2016 on Valentine’s gifts and activities, with the lion’s share of that going towards jewelry (

Total spending on Valentines Day this year in the UK is set to exceed £700 million. The average spend among those celebrating the day is set to be £22.58, with those in Scotland (£31), London (£26) and the North West (£23) spending the most (

About 79 per cent of people in Thailand are planning to buy a gift for their Valentine, followed by 72 per cent in China and 65 per cent in Hong Kong, according to the Consumer Purchasing Priorities survey by MasterCard in APAC (

RTB House, a global company providing state-of-the-art retargeting technology, analyzed hundreds of advertising campaigns (run on over 40 markets). It found the top 3 most successful retargeting tactics for retailers and e-shops looking to leverage the full potential of Valentine’s Day.

Tip 1: Go For The Bullseye with Cupid’s Arrow

Researches shows that in the days leading up to Valentine’s Day, many shoppers leave retail sites before actually making a purchase. This is where the competition between e-shops begins – and where quick, individually tailored campaigns are vital to success. Personalization is especially important when it comes down to rapid decisions of purchasing intention.

No matter what scale your campaign, Valentine’s ads should have a strong individual approach, tailored to the user. Find users who were interested in buying jewelry, checked out your offers, but haven’t finalized a transaction yet.

By being quickly responsive sending a personalized message, merchants can better re-engage users at exactly the right time. Such a short opportunity window of buying and selling requires pinpoint accuracy that speaks directly to each person.

Taking it a step further, think about differentiating between visitor value to your site during Valentine’s. With retargeting you can optimize your campaign by setting higher bids for ads displayed to buyers (users who are already past customers), and lower bids for those who expressed interest but have lower potential to convert into sales.

Tip #2 Make Life Easier For Frantic Lovers

NRF data shows that online Valentine’s Day shoppers are a marketers’ dream, willing to spend more on gifts and romantic activities. According to their research, online V-Day customers are willing to spend $117.71 on average, compared to $73.75 offline (

In the UK, e-commerce is likely to be valued most by shoppers looking for distinctive gifts (such as handmade products) or for arranging deliveries of gifts such as flower bouquets. In 2016 14% of retail sales were made online, according to ONS (Office for National Statistics) data (

Make it easier for these shoppers to find the perfect gift by guiding customers to best-sellers, unique discounts or limited offers. Your creatives should also influence the decision making process.

For example, displaying a guaranteed date of delivery on the banner could be a game-changing detail. A special logo or layout can remind your customers that the big day is coming, or a counter might show how many days left until Valentine’s. A successful Valentine’s banner is one that puts your brand, your offer and Valentine’s urgency top-of-mind.

Tip #3 Help The Last-Minute Cupid

Late bird shoppers make up a majority of Valentine’s gifters. Prepare a special advertising campaign targeted at internet users who haven’t realized that “V-day is tomorrow!” and use an online channel to drive up sales.

If you have a brick-and-mortar shop, use online banners near V-day to push “traditional” purchasing in-stores and guarantee products in-stock. Show your potential buyers the ring they were looking for, and direct them to a consultant, or offer a discount for offline purchase.

Displaying a map, store hours, and the nearest store location on the creative helps customers have a backup rush plan and reminds them that you’re there for them.


Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
Top 10 B2B Platforms to Help your Business Grow Worldwide

Top 10 B2B Platforms to Help your Business Grow Worldwide

Although the trend of a Business to Business portal is not new but the evolution of technology has indeed changed the way they function. Additional digital trading features and branding has taken the place of traditional outreach methods to get in touch with targeted buyers or sellers.Here are some of the best and fastest growing global B2B platforms that are helping thousands of businesses in the world to grow and reach their international and local clients.

Salman Sharif
Salman Sharif 7 July 2017
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
Collection Of The Best Email Testing Tools Online

Collection Of The Best Email Testing Tools Online

Don’t be afraid of email testing. There are many free or freemium tools online that can help you with testing your SPAM score, deliverability and even the rendering of your email. We feature 30 email testing tools in this article. Check out the complete list!

Roland Pokornyik
Roland Pokornyik 31 October 2016
Read more
Beacons and Proximity Marketing: All You Need to Know

Beacons and Proximity Marketing: All You Need to Know

Among the strategies mobile marketers can use to target users is proximity marketing based on the use of Beacon devices. This is now becoming more and more popular. Beacons are proving crucial to help retailers drive foot traffic to their stores, increase conversion rates and sales volume. But what exactly are Beacons and how do they work?

Asena Atilla Saunders
Asena Atilla Saunders 9 March 2017
Read more