Valentine is one of the year days with the highest number of sales and commercial transactions.
Comparatively, Valentine presents a more excellent opportunity than Mother’s Day for the big brands, but it is placed after big celebrations like Christmas.
The celebration, whose origin goes back to ancient Rome, became over the years particularly popular in the Anglo-Saxon countries (France and Great Britain), and from there it spread to other parts of the world.
Valentine’s Day and its relationship with the Commerce
The relationship between February 14 and commerce dates to the beginning of the 18th century when the tradition began among couples to send each other love letters, just as Valentine did in his origin, an inspiring priest of this story.
This tradition of sending letters and cards (now known as “Valentines“) was so established in such a way that in London a book of the “complete collection” for Valentine’s Day poems was published.
Sometime later, in the 19th century, the custom of exchanging “valentines” led to promotions in American newspapers. The announcements mention the “most common practices” of what to do the February 14th.
As it is not surprising, over the years, the companies knew how to take advantage of that date and popularized the tendency to give away more than letters, being today is big business.
How to prepare your business for Valentine’s Day?
According to Google data, 6.3 million Spaniards will buy a gift this 2019, which is 13% of the Spanish population. The main target is those between 25 and 44 years old, with young people and adult men being the most outstanding within their age groups.
If we work in Spain, we must realize that we are the European country that spends more on average per person on Valentine’s Day. An average of € 122 compared to other countries such as France (€ 118), Italy (€ 117), Germany (€ 92) or the United Kingdom (€ 54).
Regarding user behaviour, 85% of searches related to Valentine’s Day are concentrated in the last two weeks. More specifically, 80% of users state that they will buy Valentine’s gift during the same week.
A phenomenon whose main contact way with the user is the mobile show its success with experiences, being perfumes and jewellery as the main gifts, followed by flowers and chocolate, technology and beauty products.
Finally, note that 60% of Spaniards surveyed by Google, say they feel helped by online advertising proposals on Valentine’s Day.
Therefore, it is of crucial importance to inspire users in previous days, when they show interest, surf the web and watch their favourite videos to be able to be present with the brand we want to sell while they decide what to buy, making known our promotions and getting to the so desired conversions.
