Valentine’s Day is more than just a one-time event on February 14th.
Connecting with Natural Consumers During the Season of Love
Valentine's Day is NOT Cancelled
Valentine’s Day is more than just a one-time event on February 14th; it’s an entire season of love. This is our first Valentine’s Day in full on pandemic mode, but rest assure, no one is cancelling this holiday, because we all need love now more than ever!
Even in a pandemic with varying levels of restrictions here in the USA, here are just a few of the “mini events” brands can still build shopper marketing around.
Connecting with Consumers on Social Media Leading up to Valentine's Day
CONNECTING WITH CONSUMERS ON SOCIAL MEDIA LEADING UP TO VALENTINE’S DAY
Marketers LOVE Valentine’s Day. Sales for candy, flowers (especially roses,) cards and food & drinks for fancy dinners (dining out at a restaurant, or at home) go through the roof!
I want marketers to get the most out of this holiday by leveraging the many opportunities that the ‘season of love’ can offer. Building social media messaging and content around holidays (both major holidays, like Valentine’s Day, and also the plethora of ‘marketing holidays,’ like National Strawberry Day - Feb 27, 2020) and seasons serves as a foundation for guiding the social media programs Green Purse PR creates for its clients in the natural products industry. Valentine’s Day is more than just a one-time event on February 14th. Each major holiday can include what we like to call “mini events,” which can stretch out the season and create even more purchase opportunities.
How many ‘mini events’ (or buying opportunities) can you think of for the Valentine’s season?
Turns out, there are several, depending on your product category and who you’re targeting.
Home decorating - Many Americans decorate for Valentine’s Day a couple weeks before the holiday. Those decorations might include a front door wreath, a front door welcome mat, and kitchen decor (like a heart-shaped candy dish, towels, etc.)
Photo source: paintedpinkpeonyco via Instagram
Kids play room decorations - For households with children, they are likely to put more effort and money into decorating for this holiday. Children are likely to make cards for family and school friends, make holiday art & craft projects, etc.
Gift shopping - As soon as the New Year’s holiday is over, retailers go straight into Valentine’s Day merchandising. Grocery retailers and others like Target and HomeGoods are a go-to source for Valentine’s decorations, candy, food snacks, flowers and toys.
School parties - For families with children in school, they are likely to have a Valentine’s Day school party. This may require buying small gifts for the entire class, or bringing a food item for a party. Many parents will also buy a teacher’s gift to show their love and appreciation.
Neighborhood events - Some American neighborhoods may have holiday events, like a crafting workshop for kids where they can enjoy food & drink treats + making Valentine’s Day cards.
Valentine’s Day - the main days for giving gifts for Valentine’s Day, which are often for significant others (wives, husbands, partners, girlfriends, boyfriends, etc.) Don’t forget, gifting also extends beyond the significant other sometimes, to include children, friends and coworkers. Traditional gifts on this day include: flowers (a dozen red roses,) jewelry, chocolates (and other candy,) and cards. While some people shop for their Valentine’s Day gifts well ahead of time, there are plenty who also wait until the last minute to buy gifts.
Valentine’s merchandising at Whole Foods Market, 2020
How is your brand or retailer connecting with consumers on social media during the many mini-events throughout the Valentine’s season?
Let me know by commenting below.
- Lisa Mabe-Konstantopoulos, Founder & CEO, Green Purse PR