"All you need is love. But a little chocolate now and then doesn't hurt." - Charles M. Schulz
The most romantic of holidays is upon us, and for many, the time is now to start searching for that all-important Valentine's Day gift for a loved one or potential love interest. Of course, it's big business, too.
Of course, holiday shoppers are human beings, and as such, they have many individual quirks, dreams, ideas, thoughts, and feelings. But there are distinct types of consumers to look out for – the kind that stand to help boost profits on the lead up to the romantic season or future annual shopping events.
A "Love-Day" shopper with values firmly rooted in yesteryear, he or she will be on the lookout for products or brands that exude homely values and grand romantic gestures. The traditionalist will also be more likely to convert at a bricks-and-mortar establishment, rather than an online checkout.
Tip: If you have a bricks-and-mortar store, offer an exclusive Valentine's Day deal or discount when spending in store. If you’re an online-only business, make sure your traditional Valentine’s Day gifts are extra visible on your site’s landing page and offer a swift checkout option.
The Last-Minute Shopper
Recent studies suggest that last-minute shoppers are dwindling in the modern age. But make no mistake – they still exist, especially on this annual holiday. Desperate, perspiring, and pressed for time, these hurried shoppers will do almost anything to avoid ending up in the Valentine's bad books this year.
Tip: These are the consumers you should start targeting two days before February 14. Reach out to this demographic of nervous shoppers by offering free next-day delivery, an eGift card, or a last-minute shopper's deal on specific products.
The Deer in the Headlights
Perspiring almost as much as the Last-Minute Shopper, this is the kind of consumer that may be mildly organized, but cannot decide on a gift at all. With some guidance, these guys and gals can be swayed into converting; they might just need a little push in the right direction.
Tip: With the Deer in the Headlights, creating a sense of urgency and delivering valuable content is key. Create a helpful Valentine's Day shopping infographic or a gift idea blog post that will help them make a decision. Delivered directly to their inbox with a 'don't forget' or 'it's coming soon' message, this should do the trick.
The Discerning Digital Warrior
A digital native, this is the style of shopper that knows what they want, knows how to get it, and knows how to compare deals, discounts, and company offerings. These guys and gals are incredibly savvy and more likely to shop while on the go, meaning mobile devices will be their main weapon of choice when it comes to clicking the ‘buy’ button.
Tip: Digitally discerning shoppers not only buy into a brand's products or prices but their messaging, values, and culture, too. Appeal to these consumers with a well-thought-out hashtag or social media campaign and be as transparent as possible about your brand's mission statement.
The Valentine Skeptic
The holiday skeptic is a firm believer in the Hallmark being behind Valentine's Day money-making conspiracy theory. They don’t want to buy into it, but they don’t want to disappoint, either. These shoppers are perhaps the most difficult to convert, but it’s possible to do it by speaking their language.
Tip: The skeptical shopper is best approached with a fresh dose of anti-Valentine's Day messaging. By launching a mini content campaign (a small series of emails, a low-budget video, or a blog mini-series) highlighting the pitfalls of the occasion in a light-hearted and humorous way, you could well win their hearts – and their wallets.
We hope our definitive rundown of romantic shopping types has served to inspire. For more pearls of ecommerce-based wisdom, read this piece on taking care of mobile for effective digital marketing.
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