Valentine’s Day is the first major sales date of the year for retailers so we want to make sure you’re prepared for the next few weeks of increased demand. Last year, Valentine’s Day sales totaled nearly $20 Billion in the U.S. alone. This post features 10 tips to help you maximize Valentine’s Day sales and start the year off right!
1. Understand Valentine’s Day Buyer Trends
First and foremost, understand your store’s inventory and identify which products may be well suited for a Valentine’s Day purchase. Once you’ve figured this out, you now have a list of products to push with your marketing campaigns. Here’s a short list of key product categories that very much identify with Valentine’s Day.
Key Product Categories:
Valentine’s Day shopping trends have changed quite a bit over the years. Valentine’s Day is no longer just for romance. Consumers will spend money on family members, children, co-workers, pets, and even themselves. For example, consumers plan to spend just over $26 on their pets during Valentine’s Day. Even if you don’t sell traditional Valentine’s Day products, use the opportunity to reach out to leads and past customers.
Less planning goes into Valentine’s Day shopping which means that nearly half of Shoppers plan to shop during early February. You’ve still got plenty of time to get your marketing plans in place.
Cart abandonment rates are especially high during Valentine’s shopping (76% for Retail and 86% for Travel). Be sure to implement cart abandonment solutions that will help you increase sales conversion during this period.
2. Engage Shoppers with Valentine’s Promotions
One of the easiest ways you can win sales during a busy shopping period is to engage your shoppers with holiday specific promotions that will drive them to buy from you (and not one of your pesky competitors). A sales promotion is most often seen in the form of a percentage discount but there are other options that may work better for you. Consider a dollar amount discount, free shipping, a Gift with purchase, free gift wrapping, and so on.
Present shoppers with a Valentine’s themed promotion, a valuable incentive to purchase, and any other applicable info to the promotion itself (exclusions, order thresholds, etc.) Onsite prompts like pop ups and banner messages help conversion rates during Valentine’s Day shopping. These promotions have a 28% click to conversion rate for Retail and 12% for Travel.
3. Provide Shoppers with Gift Ideas
Most Valentine’s Day shoppers are looking for ideas and have very little direction on what to purchase for their significant other. Here’s an opportunity for some seasonal content marketing that focuses around the Valentine’s Day products that you’ve already identified.
Put together a series of blog posts or a downloadable buying guide filled with different gift ideas for men, women, pets, and friends. Be sure to link to your products so shoppers can immediately purchase from you when they find a gift idea they like.
4. Make It Easy for Your Shoppers
As mentioned in the previous section, most people have very little idea on what to purchase. They need help and direction and if you can provide a shopping experience that achieves this, you drastically increase the chance of converting that shopper into a paying customer.
Make things easy for your shoppers by building out specific landing pages and collections to hold all Valentine’s day focused products. You can even take it a step further by segmenting or sorting products by gender, type of personality, price point, and product type.
egtcp.com has a great V-Day collection with the ability to sort products and even has landing pages for specific price points.
5. Cross-Sell and Upsell Relevant Products
Valentine’s Day shoppers aren’t looking to skimp on gifts which means that cross-sells and upsells can be a great strategy for increasing order size. 39% of Valentine’s Day shoppers plan on spending over $50 on their significant other so this bodes well for this promotional tactic.
6. V-Day Shoppers LOVE Email
Despite all of the other marketing channels out there, email still remains the most reliable and effective way to drive sales for your business. By now, we’ve hopefully identified our V-Day products, implemented promotional offers on site, created content around specific products, and built out a holiday specific landing page.
7. Offer Free Shipping
If there’s one thing that stands out to a shopper during their visit, it’s the prospect of free shipping. If you can offer it, then make sure you engage shoppers with a promotion stating that you offer free shipping.
Can’t offer free shipping on all orders? A free shipping threshold allows businesses to set a minimum order value that free shipping will be offered. For example, if it’s financially viable for you to offer free shipping on orders of $100 or more, then set your free shipping threshold at $100.
Another way to increase average order value is to set your free shipping threshold slightly higher than your average order size. If my average order is $50, then I’ll set free shipping to $75!
8. Market to Mobile Shoppers On-Site
Mobile now accounts for around 50% of total web traffic. If you’re ignoring your mobile experience, then you’re missing out on sales. Take a similar approach that you would with a desktop browser.
9. Don’t Forget About Single People
About half of consumers will not be celebrating Valentine’s Day. Rather than alienating this segment of the market by strictly promoting Valentine’s Day gifts for a significant other, mix in some other messaging that caters to those who are single. Encourage single shoppers to treat themselves and offer discounts to make it worth their while.
Since it may be difficult to segment your shoppers by relationship status, you can always resort to incorporating a few single-focused emails in your campaigns. You can also wait until February 14 or 15 to serve up messaging that caters to this audience.
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