Valentine’s Day advertising statistics & ideas



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Valentine’s Day is not only for lovestruck {couples}.

The truth is, since 2010 the amount of cash that individuals spent on their mates has elevated from $737 million to over $2 billion. 

Neither is it restricted to individuals: greater than 1 / 4 of people that celebrated Valentine’s Day in 2020 stated they’d purchase presents for his or her animals, and over $1.7 billion is now spent on pets.

Valentine's day statistics

So with Valentine’s Day now presenting an even bigger alternative for a wider vary of ecommerce shops than ever earlier than, how are you going to finest put together?

We analyzed over 635 million emails and greater than 2.2 million SMS despatched from Omnisend in February 2020 and 2021 to establish tendencies to assist your Valentine’s advertising.

What are the principle tendencies to observe for Valentine’s Day?

Valentine’s Day gross sales have developed over time. Immediately, extra informal items are exchanged, indicating that there was a shift from a lovers’ vacation to an appreciation of the individuals (and animals) which can be most essential to us.

As soon as upon a time, shops promoting canine collars and friendship bracelets could have misplaced out to companies promoting romantic items, however these days look like behind us

This modification has been adopted extensively, with all teams below the age of 55 now spending extra on their pets than up to now. 

All of which suggests one factor: a broader vary of retailers can improve their Valentine’s Day gross sales. Nonetheless, different manufacturers will even have the identical concept, so it’s important to think about methods to face out if you wish to seize your viewers’s consideration.

One extremely efficient means to do this is to make use of automated communication, so your gross sales messages are on autopilot. In case you take an omnichannel method, you make the most of a number of channels of communication to achieve clients in additional methods than simply their electronic mail inbox.

Let’s take a fast take a look at how efficient electronic mail and SMS advertising might be, and why you’re leaving cash on the desk in the event that they aren’t a part of your technique:


Our evaluation of over 635 million emails despatched in February of 2020 and 2021 proved that buyers place orders all through the month. In different phrases, should you’re ready till the large day arrives to begin your Valentine’s Day advertising campaigns then you definately’re lacking out on gross sales.

  • Customers positioned extra orders firstly of the month in 2021 than 2020, probably indicating that individuals will proceed to buy additional forward (the primary three days of February noticed 20% of the month’s gross sales in 2021, in comparison with 15% in 2020)
  • In 2020, a mixed 18% of Valentine’s Day gross sales had been on the day itself and the day earlier than. In 2021, this dropped to 12%
  • Orders through electronic mail noticed year-on-year development of 367%
Valentine's day email statistics


E-mail has established itself because the dominant advertising platform for ecommerce companies, however SMS shouldn’t be ignored. Our evaluation of over 2.2 million SMS despatched from Omnisend proved that buyers are keen to put orders from this channel, and adopting omnichannel advertising is a extremely efficient approach to stand out from rivals. 

  • SMS orders grew by over 900% from 2020 to 2021
  • The common SMS conversion price elevated from 0.21% to 0.34%
  • In 2020, a mixed 21% of SMS-driven Valentine’s Day gross sales had been on the day itself and the day earlier than. In 2021, it was simply 12%. 

In case you’re not already utilizing SMS advertising, incorporating a brand new channel will open up a number of new Valentine’s Day advertising concepts.

Omnisend SMS statistics

What are the principle ideas and concepts for Valentine’s Day?

Because the earlier part highlights, many individuals purchase their items prematurely. In case your Valentine’s advertising is left till the day itself then you definately’re lacking out on gross sales and giving an enormous benefit to your rivals.

With that stated, listed here are 5 ideas that can assist you enhance your Valentine’s Day gross sales:

1. Think about your viewers

All the time the golden rule, our first tip is to place your viewers first.

  • Who’re they?
  • What are they on the lookout for?
  • How will you attraction to them?

Valentine promotions usually observe the same pattern, with companies making an attempt to shoehorn references to like and flirtation into their messaging—even when it feels pressured. As a substitute, understanding that individuals additionally purchase Valentine’s items for non-romantic causes, you might be extra genuine.

You may additionally construct completely different segments inside your viewers. This lets you strive completely different topic traces and completely different messages or gives to every phase.

Some potential viewers segments embrace:

  • New clients, probably providing a reduction for his or her first order
  • Demographics, separating your viewers by components like age and site (this will additionally embrace gender, enabling you to have focused gives “for him” and “for her”)
  • Loyal clients

2. Messaging

Puns might be enjoyable when used properly, but when they’re not your factor then don’t really feel pressured to incorporate them in your Valentine’s advertising. Not each communication must be about love and crushes.

Realizing that extra individuals are shopping for non-romantic items opens up a number of new potentialities for a way you promote your merchandise, together with a deliberate point out that your consumers can deal with their pets or mates. Some concepts may embrace:

“Present your furry pal that they’re appreciated.”

“Acknowledge your years of friendship.”

“Household deserves to really feel particular too.”

As at all times, be genuine to your model and put your viewers first. The essential factor to recollect right here is which you could embrace sturdy Valentine’s language if you wish to, however you don’t essentially should.

3. Timing

Valentine’s Day is a well-liked event, and buyers shall be uncovered to promotions continuously. To get your share of success, it’s essential to ship your promotions prematurely. Whereas some individuals will purchase the day earlier than, and even Valentine’s Day itself, our evaluation discovered that:

  • In 2020, 84% of electronic mail orders and 70% of SMS orders had been positioned by February 13
  • In 2021, this elevated to 87% of electronic mail orders and 86% of SMS orders 

You wish to discover the steadiness between too early and too late. Being conscious that individuals have solely just lately spent cash at Christmas, it’s typically good follow to begin your Valentine promotion from late January or the start of February, with reminders to non-buyers as the large day will get nearer.

4. Omnichannel method

E-mail could be the preferred platform for promoting to an viewers, however different channels have confirmed their capability to extend gross sales too—and mixing them right into a seamless expertise is very highly effective.

Omnisend clients can create workflows that incorporate electronic mail, SMS, push notifications, and retargeting on Fb and Google advertisements.

With the completely different platforms working collectively, your viewers can get pleasure from a steady expertise. Promotions and order confirmations might be despatched through electronic mail, SMS or push notifications, whereas individuals who go to your web site however don’t place an order can see associated objects or low cost codes in your retargeting advertisements. 

These built-in campaigns can ship completely different messages on every platform, making them extra helpful to the recipient—and fewer annoying than receiving an electronic mail and SMS that each say the identical factor.

5. Optimize for cell

Cellular optimization was already essential, however the pandemic drove a 30% improve in cell purchasing over 2019. As if that wasn’t compelling sufficient, analysis has additionally proven a CTR 106% greater on cell than desktop.

Being optimized for cell moved from “actually essential” to “completely important.”

Omnisend clients have peace of thoughts that every one emails, kinds, touchdown pages, and promotions like Wheel of Fortune are already cell optimized and don’t require any further work. 

Wrap up

With much less reliance on romantic messaging, the sky’s the restrict for Valentine’s Day concepts. Whatever the merchandise in your retailer, the appropriate messaging and timing will allow you to benefit from the Valentine interval too.

Ship your communications prematurely, tailor the messaging to your viewers, make use of a number of channels, and also you’ll give your self the most effective probability of constructing these Valentine’s Day gross sales and rising your buyer base additional.

Get began with Omnisend at this time & drive gross sales on autopilot with pre-built automation workflows

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