With Valentine’s Day right around the corner, it is no surprise that we have already begun to see searches related to the lover’s holiday. From February 1st right up until the 14th, lovebirds all over are turning to Google for help with gift and restaurant ideas, to name a few. According to the National Retail Foundation, consumers will spend roughly $20 billion on purchases related to this ‘Hallmark Holiday’. In fact, Valentine’s Day is now the fourth-largest holiday in terms of consumer spending. While candy, cards, and flowers are oftentimes the gifts of choice, a recent survey indicated that 40% of those in relationships are secretly hoping for some kind of tech gadget. This desire – in addition to what a tech-centric society we have become – is just one of the reasons why Valentine’s Day has become such an ad-driven and heavily marketed holiday.
Historically speaking, the final week before Valentine’s Day is when the majority of searches happen, both via desktop devices and smartphones. In 2015, Valentine’s Day-related searches during the last week before the holiday rose by 77 percent on desktop devices and mobile searches increased by 71 percent. This means that, from February 8-14, Valentine’s Day shoppers were desperately searching for the perfect last-minute gift, piece of jewelry, and cards. Here is a look at a few other important statistics relating to digital marketing trends and Valentine’s Day:
- Mobile searches began picking up around the second week in January
- During the final weeks in January, potential customers were researching products, comparing prices, and looking up retailer information
- In 2015, 40 percent of searches used ‘gift’ as a keyword
- Also in 2015, ‘flowers’ showed up in 16 percent of searches and ‘jewelry’ in 15 percent
- People continue to search for Valentine’s Day gifts, flowers, and cards right up until the 14th
- In fact, Bing reported the largest click-through-rates on ads on February 13th from 2p.m. and 10 p.m.
- Valentine’s Day searches accounted for 32 percent of all search volume in 2015
- 74 percent of which were related to specific brands
It is clear that Valentine’s Day is a huge holiday for consumers and marketers alike. In recent years, we have noticed that the most effective digital marketing campaigns include ad copy that contains superlatives (such as best, top, and great) coupled with calls-to-action. This is an important revelation for company owners, marketers, and social media strategists alike. In order to capitalize on the Valentine’s Day consumer, it is important that you are taking a proactive approach and appealing to a wide audience. By implementing strong ads that speak to what people are looking for in a straightforward and attainable manner, you will have a better chance of being successful during this specific holiday. As a leading Dallas digital marketing firm, we think it is important to stay on top of trends such as these and ensure our clients are not missing a beat.
To learn more about this year’s current search trends or to meet with one of our digital content specialists to discuss how your branding and ad strategy could impact sales during Valentine’s Day, please do not hesitate to contact Tech-Critic today.