Winning at Valentine’s Day: eCommerce Strategies

A lot of people have a complicated relationship with Valentine’s Day. It can be difficult knowing what gift to buy in the best of circumstances, but Valentine’s Day comes with additional pressure to get it right. A smart eCommerce store provides options and ideas for all kinds of shoppers at all stages in their lives, making it easy and quick to find the perfect gift.

Another characteristic of Valentine’s Day shoppers is that many of them are willing to spend a little more for the perfect item. They’d rather get their partner something meaningful than something cheap. So, while a focus on special promotions and deals can help bring in sales, it shouldn’t be your primary focus. Your primary focus should be on helping visitors navigate your store.
On average, shoppers will spend $56 on Valentine’s Day, (but that includes the 38% of people who claim they don’t spend any money at all).

Saying the Right Thing to the Right Person

Your navigation and messaging should be designed to get potential customers exactly where they need to be. Keep in mind, there are a lot of different types of people making purchases on Valentine’s Day.
They include:

  • Friends
  • Dating
  • Engaged
  • Married
  • Single

Parents or grandparents might also buy a gift for their kids, or gifts for their kids to hand out at school.

Make sure, if you’re selling items that speak to one of these customer types, you let them know how to find them. Write messaging that speaks directly to them and create an easy path to the products they would like.

Copy should be romantic, enticing and exciting! Be creative and bold to avoid boring your customers. Valentine’s Day should be exciting, rather than just another to-do on a list. Making it feel routine won’t encourage upsells or give the emotional boost that often encourages a purchase.

Your landing pages should also be clear about what your store has to offer and the kind of person who might enjoy a gift purchased there. With so much seasonal messaging for surfers to wade through, specificity will speak louder than vague promises.

Service Worth Singing About

Customers might be more willing to take a chance on a new retailer this time of year, so it’s also important to make sure your customer service is top notch, encouraging them to return for future purchases.

Remember that a number of holiday shoppers tend to wait until the last minute to make decisions, so it’s also important to be prepared with a number of quick shipping options. Make sure your warehouse is adequately staffed for the days prior to the holiday, so you’re able to get items out quickly. Getting a last minute shopper what they need quickly is a great way to build faith in your store and loyalty to your brand.

What are we giving and getting?

We know the standard Valentine’s Day gifts are roses and chocolates. But, sometimes you want to do something a little different. What are some good, unexpected gift ideas for valentine’s day? I polled our team at cbw and here are a few of their responses:

  • Daniel (developer): The best gift I’ve ever received was a homemade stuffed animal. She looked up how to crochet and made me this little blob with googly eyes.
  • Micah (project manager): I usually give a little grab bag of cosmetics and care items, or mani/pedi type things.
  • Parker (developer): I got a fiancé for Valentine’s Day!
  • Nina (developer): I got a poop emoji pillow. But, the real gift was the wrapping, which was fastened with wall mounts instead of tape.
  • Chase (developer): I got gifted 50xp.

More stats: here

If you’re interested in reading about SEO and how to integrate it into your marketing plans, we recommend checking out our article: Striving for Success in eCommerce SEO.

 

 

 

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