5 things we learned from Valentine’s Day

LinkedIn Twitter Facebook

 

Author: Shachar Radin Shomrat, CMO, myThings

 

Romance was certainly in the air last month, as retailers and restaurants earned big from Valentine’s Day. It turns out that Cupid’s arrows don’t come cheap, with the National Retail Federation (NRF) suggesting that the most popular way to say ‘I love you’ was by flashing the cash.

 

In fact, they estimated that Americans would spend $19.7bn celebrating their love for one another – $1.9bn on flowers alone! – with 27.9% of people planning to do their Valentine’s Day spending online.

 

This was in line with the results of our own research, which further underlined just how important Valentine’s Day has become to retailers. We also looked at the ways technology is transforming how we romance one another.

 

Below are 5 lessons we learned from Valentine’s Day 2016:

 

 

1. Over half spend to mark the occasion

 

Despite protestations every year that romance is dead, the opposite remains true in America, with more than half (52.7%) expressing the intent to buy a Valentine’s Day gift for a loved one or crush ahead of 14 February.

 

Women were more likely to buy a gift for their Valentine, with 57.6% expressing an intent to purchase, compared to 47.4% of men.

 

These sorts of shifts in consumer behaviour are always interesting from a cultural perspective. Such insights present advertisers with a golden chance to capitalize on changing buying habits.

 

 

2. Online conversions ramp up over two weeks prior to 14 Feb

 

Beyond knowing who intends to spend, it is fundamental for advertisers planning campaigns in the build-up to events like Valentine’s Day to understand when spending takes place.

 

For 4.9% of respondents, romance is a very spontaneous thing with any sort of serious planning likely to douse the flames of passion, meaning they left it to the day itself to purchase a gift. At the other end of the spectrum, 9.6% said that they make a purchase two weeks or more prior to February 14th.

 

But the majority fell between these extremes, with 17.2% buying their Valentine’s Day gift a week before the day and 21.1% doing so a couple of days prior.

 

 

3. We’re using mobiles to buy gifts and book restaurants

 

Smartphones and tablets have transformed nearly every aspect of modern living and our love lives are no exception. When it comes to shopping apps specifically, there’s still some way to go with only 11.4% of our respondents using one to buy their Valentine’s Day gifts.

 

But mobile devices have had a big impact more generally, with 25% of mobile-savvy consumers having purchased a romantic gift using their device, while 17.8% have made a restaurant reservation and 17.2% have booked a hotel.

 

Streaming content such as TV and movies for a romantic night on the sofa has also become more popular, with 16% admitting to wooing a loved one in this fashion – the beauty of their eyes no doubt accentuated by the soft glow of the ‘Are You Still Watching--?’ Netflix screen in the background.

 

eCommerce Worldwide Cross-Border Mobile Usage on Valentines Day

 

 

4. Location plays a huge role in determining the services we use

 

To say location is important to the mobile advertising landscape is something of an understatement. The added dimension it offers retailers and marketers alike cannot be undervalued.

 

Location has a massive impact on the sorts of services that people are using their mobile devices for, with restaurant bookings (15.2%) much likelier among those living in urban areas than in the suburbs (12%) or country (2.9%).

 

On the flipside, the former appear much more willing to get out and about during events such as Valentine’s Day, with activities such as streaming much more popular among suburban (13%) and rural (11.4%) dwellers than their urban counterparts (7.1%).

 

 

5. Men engage more with Valentine’s Day advertising

 

Men are potentially more inclined to seek help for inspiration when it comes to buying the perfect gift. In fact, 23.8% of male respondents answered positively when asked if they had ever clicked on a mobile ad for a Valentine’s Day-related offer, compared to 12.1% of women – nearly twice the proportion.

 

The reasons people give for clicking on ads are also enlightening, with 34.9% of those who had done so saying it was the size of the discount offered that attracted them, while 28.9% were swayed by free shipping and 27.7% had their curiosity piqued by the product or service being advertised.

 

Fear of Missing Out (FoMo) can be a very powerful motivator, too, with 8.4% admitting that they clicked on an ad because they were worried they would otherwise miss out on a bargain.

 

eCommerce Worldwide Cross-Border Mobile Ads clicked on on Valentines Day

LinkedIn Twitter Facebook

Royal Mail Sponsor

Register today for unlimited article views, and unique insights

Register Now

Understanding the Current Global eCommerce Localisation Trends

Understanding the Current Global eCommerce Localisation Trends

Localisation has become key to success online and savvy brands and online retailers have adopted innovative approaches to localisation in order to provide the best experience for their target customers while retaining their brand identity and tone of voice in all of the markets that they operate. So how are retailers applying localisation strategies across the world and how are demands shifting?
How to ship with Fulfilled by Amazon

How to ship with Fulfilled by Amazon

If you shop on Amazon, you may often see the term ‘Fulfilled by Amazon’ meaning that you’re buying a good not from Amazon, but from a third party seller. Fulfilled by Amazon, or FBA, selling is where a third party stores their goods in Amazon warehouses, and Amazon then uses them to fulfil listings. But what does it take to sell your goods as Fulfilled by Amazon?
The legal landscape for online retail in Canada

The legal landscape for online retail in Canada

The legal situation around online retail in Canada is complicated by its general devolution from federal to province / territory level. In theory this means 13 different sets of terms and conditions needed. In practice, there is a very high degree of uniformity. This article looks into Canadas legal system from an online retailers position.
Online retail competition in Canada

Online retail competition in Canada

Canadians are amongst the most prolific cross-border eCommerce purchasers in the world - however, something to think about is that more and more local retailers, who previously were poor at eCommerce, are increasingly now getting better at it. This article looks at some of the top retailers in the Canadian eCommerce market to help you understand the competitive landscape there.
The Size of the Canada Retail Market

The Size of the Canada Retail Market

With the presence of US retailers in Canada unsurprising, some may find it hard to believe that not all northward ventures have ended in success. Therefore, you shouldn’t assume that the presence of a US giant means that other cross-border retail efforts would be hopeless. This article looks at the value of the total retail market in Canada and outlines the current competitive landscape there.
Online retail marketing in Canada

Online retail marketing in Canada

With internet and device penetration significant and online browsing behaviour fairly typical of a developed market, the landscape of online marketing looks very familiar to highly connected countries. However, retailers should be aware of the subtle but significant differences between the Canadian and the UK markets. This article looks at use of marketing methods for online retailers in Canada.
Connectivity and online behaviour in Canada

Connectivity and online behaviour in Canada

With typical online behaviour similar to other western counties, the Canadian eCommerce market can be seen as very appealing to cross-border retail. Exploring its sophisticated infrastructure, this article looks at the details of Canadian shoppers’ behaviour online, and examines some of the demographic nuances in internet access, online activity, and device preferences.
Online retail payment methods in Canada

Online retail payment methods in Canada

In different markets, shoppers can have varying preferences when it comes to making payments for orders on eCommerce sites. Canada is no exception but happily, there is more of an opportunity than a challenge when it comes to online retail payment in Canada. This article looks at the online retail payment methods within the Canadian eCommerce market.
Online shopping behaviour in Canada

Online shopping behaviour in Canada

When Canadian Shoppers buy online, how do they go about it, and what do they buy? With the use of mobile growing and the use of various devices for online shopping looking similar to trends in the UK, Canadian eCommerce has been a sleeping giant, but it’s waking up. And quickly. This article looks at the online shopping behaviour of the Canadian eCommerce market.
Online Retail Logistics in Canada

Online Retail Logistics in Canada

How should you go about planning your logistics strategy for servicing the Canadian eCommerce market and what are the options available? Canada is a spectacular 9,306 km from extreme east to extreme west so for any non-Canadian retailer looking for delivery partners to ship into the country, only large players with the scale to cover such a geography are particularly relevant. This article looks at the online retail logistics within Canada and how this impacts its eCommerce market.

Contact Us

eCommerce Worldwide
2 Ching Court
49-53 Monmouth St
London
WC2H 9EY

Tel: 0203 696 0980
2017© eCommerce Worldwide

Keep In Touch

powered by Affino

About eCommerce Worldwide

eCommerce Worldwide provides online retailers with all the information, and resources, they need to develop cross-border strategies for entering new markets around the world
Read More