March 21, 2017
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Love is in the air, or so they say. For retailers, Valentine’s Day is worth paying attention to – considering the holiday was worth around £550 million to UK retailers in 2016. Online, audiences have already begun researching their gift ideas, with searches starting a month before the holiday.
How can your website take advantage of this increased interest to avoid heartbreak? Join Mediaworks as we walk you through Cupid’s favourite day…
We’ve been preaching the value of mobile for years now – but it’s worth mentioning yet again. Customers use their mobiles in the run up to Valentine’s Day as a way to keep their queries secret from their partners, with gift categories seeing the majority of their searches from mobiles. For example, perfumes and jewellery see 58% of searches from smartphones, confectionary gets 56% and flowers see 53%.
Your business should be present throughout the mobile research journey by providing mobile-ready content and buying options. For Valentine’s Day specific products, consider push offers tailored to mobile users. Aim to stay top of the page on smartphones so your business is in front of a Valentine’s audience throughout their shopping journey.
Searches for Valentine’s products might begin a full month before the date, but searches really peak in the final week before the day itself. To take advantage of this interest, use RSLA to get your products and services back in front of users who have previously researched them without buying. If you’re struggling to sell products, save your best offers and discounts for the last week – where heavy search interest will justify the smaller profit margins.
It’s almost too late to start building landing pages specifically for Valentine’s Day – but being aware of the searches people make help you plan a content strategy, whether that’s through blog or social posts. According to Google, the top searches for Valentine’s are:
From these terms alone, you could start to build engaging content that promotes your products. Going further, you could research your own niche’s Valentine’s Day searches. For instance, Jewellery Retailers should pay attention to these top searches:
There’s also a heavily increased interest in personalised or novel gift ideas around Valentine’s Day – so draw as much attention as you can to any unique gifting services you offer.
Finally, consider video content. 2.2 million videos for “Valentine’s Day Ideas” exist on YouTube – which is essentially the world’s second largest search engine. Consider your own video content or leveraging influencers.
By tweaking your approach and focusing on the surge of interest in certain gift categories, you can boost your retail performance and write your own love story.
Worried you might miss the chance? Contact Mediaworks today to see how our team can help you make the most of Valentine’s Day.
From powerful brand propositions, customer-centric experiences or creative search campaigns, our proven approach overcomes obstacles and delivers commercial success.
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Interested in finding out more about how we deliver outstanding results? Speak to our experts today.