Your Big Data Valentine
With another Valentine's Day in the books, our thoughts once again turn to consumer habits and research. We fielded a study to ask people what their plans were for Valentine's Day and how they planned to make their
affections known for that Special Someone (SS).
Valentine's Day plans
- More than half (54%) of single respondents indicated that they had no Valentine's Day plans, and only 9% of respondents who were married or in a relationship indicated that they weren't doing anything for Valentine's Day.
- 49% buying a gift. Candy and chocolates were the most common gifts, despite 1 in 3 gift buyers having fitness interests.
- 31% going out to dinner. 83% of respondents with dinner plans were either married or in a relationship.
- 21% taking a trip. half of trip-takers indicated that they were the sole planners in their relationship for V-Day.
- 10% attending a show or event. Respondents who were attending a show were most likely to buy flowers as a gift.
- Who's making all these plans? For those not flying solo, Valentine's Day planning was a collaborative process, with more than half working with their SS: 1) 53% discuss and make plans with their SS together; 2) 37%
make all the plans for both themselves and their SS; 3) 11% have all their plans made by their SS.
- Half of respondents with plans said they planned to buy a gift for someone for Valentine's Day. Gift-buying respondents were more than 2x likely to be in-market for a luxury car than the average consumer.
- 26% candy/chocolates. 9 out 10 respondents buying candy or chocolates for Valentine's Day were co-planners with an SS when it came to picking plans for Valentine's Day.
- 23% flowers. Consumers were 1.3x more likely to purchase an arrangement online and 3x more likely to click on ads in the three weeks leading into Valentine's Day.
- 17% jewelry. 98% of respondents who indicated that they planned to purchase jewelry as a Valentine's Day gift were male.
Shifts in campaign performance
- Though in aggregate, performance for most campaigns shifted in the run-up to Valentine's Day, some verticals benefited more from the holiday. These are the advertiser verticals that saw a significant increase in ad
response rates from Feb 1 - 14th when compared to January 2013: 1) Health & beauty products - +140%; 2) Deliverable arrangements - +109%; 3) Travel & lodging - +6%.
Rocket Fuel - Artificial Intelligence. Real results.
Notes on the study: Study data collected from a survey of online adults between February 1 and February 14, 2013. Campaign data collected from January 1- February 14, 2013.
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