Winning Customer Hearts: Valentine's Day Marketing Trends and Campaigns

Valentine’s Day is a special event for consumers and brands worldwide. This holiday presents businesses with an opportunity to impress customers and stand out in a crowded market. 

We’ve seen an evolution in the way brands approach Valentine’s marketing campaigns. To make the most of this opportunity, it’s essential to stay up to date on the latest Valentine’s Day marketing trends. 
 

In this article, we’ll explore why businesses must take advantage of Valentine’s marketing, the latest trends, and ideas for creative Valentines campaigns.

And if you want to plan ahead for success in 2024, check out our free 2024 Promotion Calendar - a month-by-month calendar with promotional opportunities, links to resources, and exclusive tips for loyalty campaigns.

WHY BUSINESSES NEED TO CAPITALISE ON VALENTINE’S MARKETING

Consumers are expected to spend around $200 to celebrate Valentine's Day in 2024 - up from $175 average spend 2 years ago. 

The most searched-for gifts for valentines day 2024 include flowers, confectionery, jewellery, personalised gifts and budget-friendly options. 
 

VALENTINE’S DAY MARKETING TRENDS 2024

1- Reduced consumer spending = innovative marketing campaigns

Data shows that there was a 19% decrease in consumer spending year on year. This indicates the need for creative marketing campaigns to encourage consumers to spend. 

• Create enticing Valentine's Day promotions, such as buy-one-get-one-free deals, percentage discounts, or bundled packages for couples.
• Offer early bird discounts or limited-time promotions to create a sense of urgency.
   

Campaign idea: Digital Scratch-and-Win Discounts:

• Launch a digital scratch-and-win campaign on your website or app.
• Customers can "scratch" to reveal personalised discounts, creating a sense of excitement. Ensure the discounts are time-sensitive to drive immediate action.
   

2 - Emphasis on community & emotions

The theme for this year's Valentine's Day marketing is expected to focus on community and feelings. With ongoing global issues, consumers may be looking for more meaningful and connective messages, rather than just focusing on buying stuff. For brands, it's important to consider how your products or services bring value to customers. Tell the story of your brand from an authentic and emotional angle to compel customers to share the love this season. 
 

Campaign idea: Interactive Social Media Challenges:

• Launch a Valentine's-themed challenge on social media platforms for customers to share their ‘love stories’ or share love notes about special people in their lives.
• Encourage user participation by incentivising sharing on social media or offering discounts to winners.
• Leverage user-generated content to build a sense of community.
   

3 - Diversified audiences

There's been an ongoing trend over the past couple of years showing how consumers are moving away from ‘relationship’ love and celebrating all kinds of love - friendships, family and self-love. This is a great opportunity for brands to reach more consumers - and create campaigns that are relevant to everyone, not just couples. 
 

“Galentine’s Day” is a celebration of female friendships on February 13th. Brands such as Oliver Bonas are capitalising on this growing trend. The fashion and homeware brand offers customers a curated collection of products aimed at celebrating their friends. 
 

• Develop personalized gift guides for various relationship types.
• Highlight products suitable for family members, friends, significant others, and self-love.
• Make it easy for customers to find the perfect gift for any type of relationship.