Valentine’s Day – A Marketing Opportunity or a Marketing Nightmare?
The era when Valentine’s Day started to take shape that represents love in a form more representative of today dates back to the 14th century. It was inspired by St Valentine and is not a public holiday in any country.
It wasn’t until the 18th century when the day evolved into an occasion in which lovers expressed their love to each other by presenting flowers, confectionery and greeting cards (called Valentines).
In Europe, Saint Valentine’s Keys were given to lovers as a romantic symbol and an invitation to unlock the giver’s heart. Valentine’s Day symbols that are used today include the heart-shaped outline, doves, and the figure of the winged Cupid. Since the 19th century, handwritten valentines gave way to mass-produced greeting cards and in the digital age, much of these have now been taken over with digital or ecards and/or social media posts.
We still associate the day with love, flowers, chocolates, jewellery, beauty treatments, spa days and romantic meals out and getaways. Does this give those and related industries added marketing value and opportunity? In many of these industries, the answer seems obvious (of course!). And with digital marketing, the opportunity to reach our target audiences is more achievable than ever before.
But, there is also a misconception that Valentine’s Day is a great day for restaurant trade. The friends and clients that I have who are restaurateurs might disagree. Depending on the day that Valentine’s Day falls determines how positively the trade feels about the event.
Because Valentine’s Day falls on a Tuesday this year, a normally slower trade day/night, the day could be a boom. When it falls later in the week (Thursday to Sunday) the Valentine’s Day trade actually disrupts the normally high trading of those days. So much so that it can often be difficult to book in on days either side of these popular dining out days/nights. So does this mean Valentine’s Day is a nightmare for some businesses? In some cases, yes.
Overall, the overall spend of Australians to celebrate this may help us answer this question. So how much are Australians spending on Valentine’s Day gifts and what value is it bringing to our economy? According to IBISWorld, the annual spend in Australia over the last two years is $86 per partner. That doesn’t take into account and getaways or dining out/movies/shows or special events, meaning it could bring millions of dollars in extra spending to a range of industries.
How do you celebrate Valentine’s Day? For those that are single, I often see big groups out celebrating their ‘singleness’, and good on them I say. I have been lucky to have partners who were happy to celebrate love on the special day. It only became a challenge when I gave birth to my son on this day 21 years ago. For the last 15 years, the celebrations have been one day either side of 14 February, which means fewer crowds and more options for dining, but have presented a challenge to have a large sized group for a family meal.
Whatever you do on the fabricated ‘Day of love’, whether you are in a relationship or not, know that you are loved and are special to those people in your life that matter. Let’s not forget to recognise and make contact with these people as well.
If your business would like assistance with marketing for Valentine’s Day or ideally for a longer-term marketing strategy, contact us at Hall of Fame Marketing, Bendigo, part of Hall of Fame Business Solutions Australia www.halloffamebusinesssolutions.com.au