Are you ready to set the mood for Valentine's Day sales? After the chaos of the Christmas season, Valentine's Day is the second largest retailing event of the year. Kelly Wenzel, National Sales Manager at Beatriz Ball, knows this holiday is an important opportunity for retailers, noting:
"Customers are craving something fresh and new after the bustling holiday season and post-Christmas clearance events. Valentine's Day gives focus to a store's marketing and merchandising, and allows a savvy retailer to build inviting and romantic displays that tug on customers' heartstrings."
In 2013 alone, people in the U.S. spent $20 billion on this holiday. Mechtron reports that men will spend twice as much as women--$158 compared to $75.
And, with over 65% of shoppers making their purchases in the week leading up to Valentine's Day, all retailers have to be prepared to make the most of this short season selling opportunity. Here's how.
1. MAKE VALENTINE’S DAY A FEAST FOR THE SENSES
Valentine's Day is about romance, love, and a little bit of indulgence. Make your store displays pop by bringing in that lushness. Incorporate multiple lighting options—from twinkling fairy lights to intimate accent lighting—and bring in different textures and colors.
2. CREATE A DEDICATED FEATURE AREA THAT’S FRONT AND CENTER
Valentine's Day sales have only a small pocket of opportunity. Make the most of those last-minute shoppers by creating a display that makes use of prime real estate in your store. Since it's only for a short period, consider having one at the entrance or on a prominent end-cap. We love this beautiful display that Genevieve Bond Gifts that they set up last year!
3. PROVIDE OPTIONS FOR EVERY SHOPPER
Want to convert browsers into buyers? Bring in multiple price points and items into those featured store displays. Bring in heart trays and photo frames, along with more practical items like beautiful serving ware.
Kellyexplains, "The best store displays involve creative cross-merchandising, and a nice selection of price-points to tell a romantic story."
4. RESTOCK THE FLOOR—AND OFTEN—THE WEEK BEFORE VALENTINE’S DAY
According to a report from Discovery, 65% of shoppers planned to make their purchase in the week leading up to Valentine's Day. 10% of men admitted to waiting until February 14th to buy something. Make a sale easy for those last-minute customers by having enough items in stock and on the floor, when possible.
5. MAKE IT EVEN EASIER WITH GIFT-WRAPPING
Of course those last-minute shoppers still want to bring a beautiful and expertly-wrapped gift home for their love. Make it easier on them by pulling together themed gift baskets—with a gorgeous bow!—or offering to gift wrap packages the week of. If you're providing gift wrapping, make sure to let your customers know about that on social.
6. HELP YOUR CUSTOMERS BE CREATIVE GIFT GIVERS
For Valentine's Day, people want to give a gift that's as unique as their own love story. Encourage them to think outside the box by displaying creative gift ideas into featured areas. Our "Giftables" collection features unique engraved trays that are perfect for holding jewelry. Or, encourage shoppers to get even more personal by engraving loved phrases or special dates on a gift.
7. CREATE STORE EVENTS THAT TARGET MEN
Up to 39% of women won't spend anything this Valentine's Day. Those who do will typically spend half of what men spend. Kelly explains:
"Festive in-store events targeting men is a great way to get guys to purchase gifts that she'll really cherish instead of the predictable, last-minute flowers and candy."
8. TRY YOUR HAND AT SOME NEW AND CREATIVE STORE DISPLAY
From gorgeous paper lanterns to simple and evocative displays, there are opportunities for every retailer to do more for this holiday season. Check out Pinterest or Mannequin Mail to find some stunning ideas.
9. CONSIDER EXTENDED HOURS AND SALES FOR THE DAY BEFORE AND OF
To capture the most shoppers, make it easy for last-minute shoppers to find the perfect gift. Share extended hours and sales on signage, your website, in email blasts, and on social media.
10. BRING VALENTINE’S DAY SALES ONLINE
Finally, while in-store displays and events are important for this holiday, over 30% of people are purchasing gifts online. Make gift-giving just as easy online as it is in the store by:
- Sending reminders and gift inspiration to your email newsletter followers
- Sharing gift ideas, holiday hours, and sales information on social
- Giving front-and-center real estate to Valentine's Day gift ideas on your website
- Creating romance-themed collections and sharing them on your blog, email newsletter, and social
If the holidays are about connecting with family, Valentine's Day is about giving attention to that one special person in your life. Make the most of Valentine's Day sales by celebrating a customer's unique love story in your store.