We've entered the month of love! Let's look at global marketing statistics released during Valentine's Day. These statistics consistently show a trend: the amount of money circulating during Valentine's Day, particularly in the United States, reaches as high as $13 billion. This explains why brands, both large and small, worldwide diligently launch marketing campaigns to boost sales during this season of love. It's a time when people of all ages buy gifts for loved ones, not just romantic partners, but also family, friends, and colleagues.
In Thailand, according to a report from the University of the Thai Chamber of Commerce, Valentine's Day generates over 3 billion baht in revenue. This is factual and the data is accurate, as last year, the average spending per person during Valentine's Day was 2,318.96 baht, resulting in a total market value of 3,701.22 billion baht.
Let's take a look at what products are driving this market's recent growth.
Ever wondered why Valentine's Day is all about roses?“
The rose's perfect beauty, from its branches and leaves to its thorns, and especially its fragrant flowers, is so captivating that it's been hailed as the "Queen of Flowers." It's also a classic flower with a long history, never disappearing from time to time. Today, it's been propagated to produce roses in a multitude of colors and unique shapes, further increasing its value and meaning.
The classic rose is a symbol used to convey many meanings, from love and beauty to even war and politics. It's clear how valuable and important roses are; a highly profitable flower in the economy and in demand year-round, it's no wonder they have been cherished and used as a symbol of love for centuries.
During Valentine's Day, some florists lower their prices to cater to a wider customer base and focus on online sales, resulting in orders through this channel reaching 90%. They offer a variety of roses, both imported and domestic, for customers to choose from and order according to their preferences. The selection has become more diverse. During this period, Valentine's Day bouquets are arranged with decorations such as stuffed animals and other festive touches, encouraging customers to take photos and post them online to attract customers to the physical store. Therefore, florists are adjusting their strategies to focus on online orders to boost in-store sales.
Coupled with the current economic climate, customer flower purchasing behavior has changed. Most are ordering lower-priced flowers; for example, while previously orders ranged from 2,000-10,000 baht, this year the popular price range is around 999-1,500 baht. With over 90% Valentine's Day orders coming in from online sources, it's estimated that sales during this year's Valentine's Day period will reach tens of thousands of baht.
Why do we give chocolate to our loved ones on Valentine's Day?
Chocolate, a popular sweet treat worldwide, is not only delicious but also has a long history dating back to the 3rd century in Rome. During that era, Emperor Claudius II issued an order prohibiting Roman men from marrying, in order to conscript them into the army without any worries. Anyone who disobeyed faced the death penalty.
However, many couples secretly held marriage ceremonies with a saint named Valentine acting as their officiant. Later, Emperor Claudius II learned of this and ordered the execution of Saint Valentine on February 14th. This led to the establishment of Valentine's Day, which later developed into Valentine's Day, a day for confessing love and expressing affection, as it is today.
The reason for giving chocolate on Valentine's Day in that era stemmed from the fact that couples had to meet secretly, reducing their opportunities to see each other frequently. Therefore, giving gifts to express love and good wishes became a way to celebrate, and chocolate was the preferred choice. In those times, chocolate was considered highly valuable, rare, and expensive, exclusively available to the upper class.
Therefore, the true meaning of giving chocolate on Valentine's Day signifies affection, attraction, deep love, luxury, passion, and seduction.
According to data released by the National Confectioner’s Association, 86% of Americans plan to buy chocolate or candy for Valentine’s Day this year. And a survey by the National Retail Federation and Prosper Insights & Analytics found that sales of chocolate, especially premium products, are growing.
According to Phil DeConto, Ferrero's vice president of category management and consumer insights, total chocolate consumption over the past 52 weeks increased by 4.7%, and premium chocolate consumption doubled, a trend expected to continue rising during Valentine's Day.
in addition Godiva, the premium Belgian chocolate brand, has teamed up with Nintendo to release a special Animal Crossing-themed chocolate set. Named "Godiva Meets Animal Crossing: New Horizons," the chocolates feature designs of characters and items from the popular game franchise.
The chocolates come in four packages: a 9-piece set in a luxurious premium box, a 6-piece set in a tin and a cute, convenient pouch, a 4-piece set in a small, adorable tin (this version is exclusively available in Godiva stores), and finally, a toffee-style set in a tin (available in convenience stores). These products will be available until February 15th. They are incredibly cute and sweet, making them the perfect gift for someone you care about.
Limited Edition products available only during Valentine's Day.
Use the term "Limited Edition" to your advantage. This catches the eye and sparks curiosity, making people wonder, "What's new?" Leverage this strategy of turning competitors into partners. This marketing technique, known as collaboration, is popular during holidays and special occasions where brands team up to create limited-edition products available only for a short time. Valentine's Day is a prime example, as many brands release collaborations with other brands, primarily targeting female consumers who are easily swayed by the term "Limited Edition."
In addition to limited edition products, today HelloAds will introduce 4 marketing techniques for Valentine's Day to boost sales.
- Create special promotions for couples this Valentine's Day: Promotional strategies are one of the first things businesses shouldn't miss. You can tailor promotions to your target customers and business, such as offering discounted products in packages for couples, creating special sets, or providing special discounts for couples, especially during the holiday.
- Don't overlook single customers: While brands often focus their marketing efforts on couples during Valentine's Day, single working-age individuals account for a significant 40% (approximately 10,000 people per 100,000 individuals per 100,000) – a target group with considerable purchasing power.
- Love-themed campaigns always sell: Using emotions and feelings to communicate with people can boost sales far more effectively and build brand recognition over the long term.
- Decorate your products and store with a Valentine's Day theme: This will help customers feel excited and involved, and let them know that the brand is offering products and promotions for Valentine's Day.
For those who want to boost sales during Valentine's Day and are interested in marketing strategies that can attract more target audiences to their brand's products and services even during the holiday season, ...For inquiries, please contact HelloAds You can contact a full-service online marketing agency.
