It’s essential to know the sales patterns within your niche, such as peak times of each day, week, month and year. This information allows businesses to create the correct campaigns at the right time.
For example, for some retailers Valentine’s Day is their busiest time of the year so it’s essential to have a great ecommerce strategy in place to convert customers.
Valentines Day 2020 Online Trends
Whether you love it or hate it, Valentine’s Day is one of the many important holidays of the year, raking in more than $19.6 billion in 2018 and $20.7 billion in 2019 in the US. 29.1% of US consumers shopped online for Valentine’s Day and spent an average of more than $100. In 2020, consumers spent an average of $196 according to the National Retail Federation (NRF)
Even though web traffic is higher than usual the week before Valentine’s Day, research by Nextopia found that average order value increased by 11%. Furthermore, total conversions in this period rose by 24%. This shows the value of getting your marketing campaigns ready.
Many shoppers spent more than $100 online on Valentine’s Day gifts
Even though most people are loved up this time of year, it’s a very last minute holiday. Web traffic is higher than usual, but it normally spikes just days before the holiday. Don’t worry ladies, your partner hasn’t forgotten…
In 2018, orders to companies such as FTD.com, ProFlowers.com, and 1800Flowers.com boomed in the five days before Valentine’s Day, peaking on the 13th of February.
Web traffic increases the week before Valentine’s Day
When you think of Valentine’s Day presents you might think flowers, a tonne of chocolate, coupons for back rubs and a 10-foot teddy bear.
Flowers are the top item to buy online, with over 22% of shoppers buying bunches of red roses to woo their partner.
This is followed by 17.4% of shoppers purchasing chocolate/candy.
Flowers are the top choice to buy online for Valentine’s Day
So Valentine’s Day isn’t a holiday to shy away from, but make sure you can offer things such as next day delivery.
7 Ideas To Improve Your Valentine’s Day Campaigns
Whether your customers are loved up or not, spending around this time increases, which means marketing campaigns need to be looking their best to catch visitors’ attention.
Here are some handy features on how to catch a shopper’s eye over Valentine’s Day period –
Sometimes we need a little nudge to push us in the right direction. Adding Countdown Timers to a campaign is a great way to provide a small dose of urgency. Using a timer on your website can tell shoppers when free next day delivery ends – which will be very handy for the last minute Valentine’s Day shoppers!
Make them want you(‘re product). A shoppers indecisiveness can prevent them from completing a purchase. Show them how many other shoppers are looking at your product, to create FOMO (fear of missing out). Valentine’s Day is a relatively short sales event, so a little urgency can be even more effective than usual.
You can also drive customers back to your site by incorporating Product Trends into your cart abandonment emails. Live Trends generate impressive results, see them here.
Basket Abandonment SMS
Some people are in love with their phones, they can barely take their eyes off them, so why not use this opportunity!
SMS Remarketing is a powerful tool, it’s quick, direct and 90% of messages are read within 3 minutes of being delivered with an average click rate of 36%. Pretty impressive right? This means more conversions at a quicker rate. Who doesn’t want that?
Finding the perfect gift can be quite difficult, a lot of shoppers will just be browsing. On average, only 3% make it past the product page and into the checkout process.
Bring them back with a browse abandonment email. Reconnect with visitors by sending them an email showing the items they have viewed, as well as suggesting other items.
Basket Abandonment Emails
Basket abandonment happens when online shoppers add a product to their basket but do not complete their purchase. It’s important to recover these sales, and you can do this by using basket abandonment emails. Adding a product to a basket shows clear intent to purchase. During the week leading up to Valentine’s Day traffic will increase and customers will be thinking about making their purchases and adding to their basket. But we know that more than 50% of abandonment happens for unknown reasons. Abandonment emails remind customers what they have left behind, be creative and offer voucher codes and use countdown timers to convert from these emails.
Upsell & Cross-Sell
Your existing customers are far more likely to buy from you and they are proven to spend more and be more open to new products. Adding some dynamic content to your checkout process can help persuade your customers to add extra products. Valentine’s Day is the perfect opportunity to upsell & cross-sell as small, one-off gifts like flowers and chocolates are in high demand.
Another conversion rate optimisation strategy is using voucher codes. This enables you to highlight your offers to customers either on-site or as part of your basket abandonment emails. Almost 20% of basket abandonment is down to price, so offering a subtle prompt to complete their purchase like a 10% offer code, can increase online sales and your conversion rate.
So to wrap up this love story, online retailers should get involved in the Valentine’s Day Holiday, as long as they ship quickly, offering features such as next day delivery.
It’s a time of year where shoppers are looking to spend, which is great after January, in which people can be reluctant to spend.
So get ready for shoppers to fall head over heels in love with you and your products!
The 2021 Ecommerce Stats & Trends Report
The latest data on ecommerce trends and online customer behaviour