From heart-shaped boxes to red roses, stores are preparing for the big Valentine’s Day. Yet, this year indeed looks different: 56% of consumers plan to alter their Valentine’s Day plans with 82% planning to celebrate at home.
As noted in previous years, Holiday shopping trends inform Valentine’s Day spending patterns. Looking at 2020 Holidays mostly spent at home, the most common trends were Curbside, Buy Online Pick-Up In-Store (BOPIS), and ecommerce. Marketers should watch for these preferred shopping methods to also dominate Valentine’s Day.
As Valentine’s Day is identified as a high-spend day for retail and restaurants, here’s how to optimize your mobile program for sweet(heart) success.
1) Be Playful
Valentine’s Day offers brands a chance to be playful and lean into the nostalgic memories of Valentine’s Day’s past. Spice up messaging with key phrases, like Cupid, Sweetheart, Love, to engage consumers. MMS offers unique opportunities to visually capture attention and break through the noise.
Personalization is also important for Valentine’s Day. Just like at Valentine’s Day dinner date, consumers want brands to know them by name. To prepare, brands should collect consumer’s first name at opt-in or via Mobile Page forms in order to use personalization filters and speak to shoppers by name.
Capitalize on key spending habits by offering timely and relevant deals for Valentine’s Day. Whether it’s gifts for a loved one or themed sales, use this holiday as a chance to reengage Holiday shoppers and target new subscribers.
For deeper engagement, leverage mobile wallet for incentivized offers or draw consumers directly to ecommerce sites with a mobile-exclusive offer.
3) Keep Your Distance
Curbside and BOPIS are still key players in holiday shopping. Promote these programs and encourage consumers to utilize contactless options when available. Over half of holiday shoppers in 2020 intended to shop with brands offering contactless experiences. This will likely be the case with Valentine’s Day, as well.
Turn on automated messaging to communicate important order alerts to consumers. From shipping confirmation and pick-up times, consumers will want to ensure their perfect gift, outfit, or dinner is on its way.
As Valentine’s Day quickly approaches, ensure mobile programs are ready to show your consumers some love. Remember:
roses are red,
violets are blue,
mobile helps marketers just like you