VALENTINE'S DAY RETAIL FORECAST STILL HOT WITH 18.6 BILLION SPENDING
While love is in the air, buyers' trend to spend just a little more than the last year. Valentine’s Day is just on the doorsteps of 2013 calendar and the spending survey shows only a slight increase in expected sales. An average person is
planning to spend $130.97 on candies, cards, gifts and more, slightly up from $126.03 last year. Total spending is expected to reach $18.6 billion.
This Valentine a blend of traditional and non-traditional gifts are gaining popularity.
36.6% Spending on Flowers = $1.9 Bln
19.7% Spending on Diamonds/Gold/ Silver = $4.4 Bln
51% Spending on Candies = $1.6 Bln
15% spending on gift cards =$1.5 Bln
Courters Go Online
A survey found that:
(26.3%) plan to show their love with gifts found online -up from 19.3% last year and the maximum in the survey’s 10-year history.
Where are they shopping?
Other shoppers will seek out for the perfect gift(s) at
Celebrating Valentine’s Day isn’t always for couples.
- 60.6% of shoppers plan to show their love & affection for other family members - an average spending of $26.46.
- A little more than a quarter (25.2%) shoppers will buy gifts for friends, spending an average of $8.49.
- 13.2% say they will buy gifts for their co-workers, planning to spend an average of $5.12.
- Two in five (20.0%) Americans plan to buy gifts for their pets - total expected spending to reach $815 million.
- The average male struck by Cupid’s arrow will spend significantly more than the average woman this year.
- Will spend an average of $175.61 on jewelry, flowers, a romantic evening out and more.
- While will spend approximately $88.78.
6 Weeks Earlier: 3% revenue
5 Weeks Earlier: 3% revenue
4 Weeks Earlier: 6% revenue
3 Weeks Earlier: 14% revenue
2 Weeks Earlier: 25% revenue
1 Week Earlier: 51% revenue
Calendar for Email Marketing on Valentine’s Day
Content Awareness Campaign
Send suggestions of gifts. Add a story for each gift idea. People relate to stories rather than just the products so you’ll make their choice easier.
This is the period when most people would purchase. Here, people tend to avoid delays to get the best deal and delivery on time. Make a promotion they can’t ignore; offer discounts, gift wrapping and free delivery.
Follow-up on Promotion
11th of February
Send this follow-up to only those who have opened at least one promotional email. This time is the safest, as unsubscribes and spam reports are at its lowest. The email should convey the sense of urgency while keeping the doors open
for last moment shoppers.
The Valentine’s Eve
13th of February
This email shouldn’t contain any sells pitch, instead deliver ideas to save the day. On the other hand, to those who have purchased, offer tips on creating a memorable moment with your product. This email is for having your
subscribers remember you and recommend you.
The Re-engagement Day
15th of February
Congratulate and encourage the buyers to share their stories and recommend you. This will help you in getting a loyal customer base that doesn’t unsubscribe easily. Also, email marketing can be done based on the shipping availability.
The Smart Courters
- 46.9 % of tablet owners will use their devices to purchase items, research gift ideas and more.
- Four in 10 (40.7%) smartphone owners will use their handhelds to shop for gifts
Source: NRF, Experian CheetahMail, http//padicode.com and BIGinsight