Valentine’s Day is NOT Cancelled
Making the Most of Valentine’s Season Amid the Pandemic
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 assured, 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.
A super cute Valentine’s Day display we spotted at a gift store.
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.) Since many of us are at home even more this year, we anticipate even more decorating at home for this holiday.
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. Remember, many parents feel guilty about having to keep their children cooped up at home and are trying their very best to make things as special as they can around holidays.
Love drops - Something that I’m seeing even more of since the pandemic are people dropping off holiday gifts at friends’ homes. These could be store-bought or homemade treats - usually some type of food or beverage. Some of the folks I’ve conducted research with recently report that they plan to do some ‘love drops’ at the front doors of friends that include champagne and candy. Parents, including myself, say they plan to drop off valentines and goody bags for their childrens’ friends.
Gift shopping - As soon as the New Year’s holiday is over, retailers go straight into Valentine’s Day merchandising. This year, many Americans are hoping to support local businesses as much as they can. I got a bit of my Valentine’s Day shopping done at some independent gift shops and brands, including Little Sleepies, which make super cute pajama prints, like this kissy lips (see photo below.)
Valentine’s Day - Although some folks may be enjoying gifts leading up to Valentine’s Day, February 14th is the main day for giving gifts, 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, candy, clothing 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.
How will your brand leverage mini events to connect with consumers this Valentine’s season?
Let me know by commenting below.
- Lisa Mabe-Konstantopoulos, Founder & CEO, Green Purse PR
Photo source: https://littlesleepies.com.
Example of a ‘love drop.’ Store bought candy packaged up by hand and doubles as a glitter bomb.
And though not a ‘love drop’ left at someone’s front door, but these message rocks have been everywhere during the pandemic out in public spaces. I found this one recently in a park and thought it was beautiful.
Very pink & pretty craft for children. Photo source: @elisabethandfaith via Instagram.
Love is not cancelled mural in downtown Asheville, North Carolina. (Photo credit: Ian Wilkinson)
Lisa Mabe
CEO & Founder, Green Purse