How Aussie Businesses Capitalise On Consumer Emotions On Valentine’s Day

Young woman holding beautiful red flowers bouquet

In this guest post, lecturer in marketing at UQ Business School, Dr Nicholas Pontes (image below), discusses how Australian businesses are capitalising on a ‘fickle’ event, and why many Australians are planning to boycott the day in 2019.

Valentine’s Day is an important date for the Australian economy in a quiet time post-Christmas, with a spend of $1.09 billion anticipated to be dropped on gifts and experiences of every kind.

Valentine’s Day is the most important day of the year for a number of industries, including florists and confectioners – consumers will spend around $123 million on flowers and it’s the third busiest day of the year for the chocolate industry, after Easter and Christmas.

Valentine’s Day has also become the most popular non-holiday non-weekend day of the year on which Australians get married.

PONTES_Nicolas_UQ[1] copy

For businesses, small and large, Valentine’s Day is one of the biggest opportunities to capitalise on consumer emotions, with huge financial benefit on the table.

Consumers will spend high on getting ready for the occasion with projected sales for clothing and lingerie to reach the $90 million mark.

But nothing communicates love more than diamonds.

Australians are expected to be spent $53.6 million dollars on jewellery and accessories with men spending on average $386 dollars on their loved ones while women will spend around $267 dollars on this category, much higher than the $90 projected expenditure per person for this date.

Why do consumers buy into Valentine’s Day?

From a behavioural perspective, spending more resources (via more expensive gifts, unique experiences and devoted time) towards their loved ones is a signal of long-term commitment, which in turn reinforces their relationship maintenance goal.

Because resources are scarce, the more one spends on their loved ones, the less they will have to spend on attractive alternatives.

This provides their partners with some sense of security that their relationship is long-lasting.

Smartphone optimisation, and SEO are key 

This year, retailers will take advantage of increased demand and consumers’ desire for convenience.

Google Insights reports show that on the day prior to Valentine’s Day, gift searches on mobile surpasses those made via a desktop, with 36.9 per cent of consumers using a smartphone and 44.7 per cent using a tablet to help them make purchase decisions and compare prices.

Taking advantage of keyword packs to maximise coverage and utilising Google’s Call, Promotion, and Location extensions to drive relevant traffic, is an important strategy to capture demand for key categories in the days leading up to and on Valentine’s Day.

Marketers will take advantage of last-minute and deal-hungry shoppers, directing searchers to targeted landing pages featuring the best Valentine’s Day offers.

Value adding and personalisation target the last minute and impulse shopper 

Australian businesses are also capitalising on demand by offering last minute delivery and personalisation., for example, guarantees consumers same day Valentine’s Day flower and gift delivery, while allows customers to use AfterPay providing flexibility on payment options.

Giving consumers the option to buy online and pick-up in store also enhances convenience and increases the window that businesses have to sell their product or service.

Targeting last minute and impulsive shoppers, retailers often offer additional products like a love card, special gift wrapping, and/or bundle product specials that can increase customers overall purchase basket by 30 per cent and more.

Even the Valentine’s Day boycotters are contributing to the industry

Despite its importance to Australian retailers, some data suggests that around 60 per cent of Australians will boycott Valentine’s Day altogether.

For some, Valentine’s Day is a time to be reminded of loneliness or a time of self-reflection and evaluation, and as a result, many consumers enact distinct rituals (e.g., girls’ night out, self-gifts) for their single situations.

Evidence suggests that many of these people will use the date to catch-up with friends (15 per cent), buying themselves a present (11 per cent), and dine out (4 per cent).

Spend on others, spend on yourself. Either way, retailers should celebrate the surge of customer spending surrounding Valentine’s Day.

Please login with linkedin to comment

Opinion valentine's day

Latest News

Australian Road Safety Foundation Utilises Geo-Targeting Technology To Protect Kids In School
  • Media

Australian Road Safety Foundation Utilises Geo-Targeting Technology To Protect Kids In School

The Australian Road Safety Foundation (ARSF) has teamed up with Spotify and some of Queensland’s leading musicians in a national first that will geotarget drivers within school zones. The Slow Down Songs campaign, which is being piloted in Queensland, will work to keep kids safe within school zones by dramatically slowing down songs and serving […]

Tokyo, Japan - July 29, 2019: The skytree tower is illuminated at night announcing the olympics of Tokyo 2020 with a hashtag.
  • Uncategorised

Florida Financial Officer ‘Offers’ To Host Olympics With “Bonkers” Pitch

Florida’s chief financial officer on Monday (local time) told the International Olympic Committee that Florida would be happy to host the Olympics amid speculation that current host Japan may back out. Jimmy Patronis sent a letter to Thomas Bach, the head of the IOC, as Agence France-Presse reports, “to encourage you to consider relocating the […]

by B&T Magazine

B&T Magazine
When You Do And Don’t Need AI
  • Technology

When You Do And Don’t Need AI

Here's top tips for when you do and don't need AI. Alternatively, ask Alexa if she thinks it's worth reading.


by B&T Magazine

B&T Magazine
Salesforce © Salty Dingo 2020
  • Uncategorised

Events Agency Director Nigel Ruffell Reveals How His Company Survived 2020

There are few industries that have been hit harder by the coronavirus pandemic than events, with agencies forced to pivot in surprising and innovative directions to survive. Nigel Ruffell is the director of The Company We Keep, a live brand experience agency that hosts events at 15,000 pax, and opened its doors in 2018. With […]

by B&T Magazine

B&T Magazine
Sky News Australia Nabs Ross Greenwood As Business Weekend Anchor
  • Media

Sky News Australia Nabs Ross Greenwood As Business Weekend Anchor

Australian business and finance expert Ross Greenwood has signed exclusively with Sky News Australia as business editor and anchor of Business Weekend. With more than 40 years’ experience covering business news in Australia and around the world, Greenwood brings expertise to the role of Sky News business editor where he will lead the network’s business […]