How to Target the 5 Types of Valentine’s Day Shoppers

Jan 31, 2013 6:19 AM  By

With consumers spending nearly $18 billion last year on Valentine’s Day, according to National Retail Federation figures, now is the time for marketers to refine their retargeting efforts to ensure they make the most of this short, albeit lucrative, shopping season. Chad Blodgett, Vice President of Business Development at Rakuten MediaForge, says one of the best ways to influence this wide and varied audience is to identify the seven most common types of Valentine’s Day shoppers outlined below and then develop your content to effectively target and engage them.
Popping the question: In a 2012 survey by American Express, nearly four million people expected to get engaged on February 14. We can likely expect more of the same this year.

Pointing Cupid’s Arrow: There are three significant factors to consider with this audience. The first is the fact that online jewelry purchases are on the rise. Second is that this shopper will have done extensive research before making a purchase. Third is the fanfare that goes along with the proposal.

As you develop targeted content, the areas of most interest to this audience will be: return policies, insurance, shipping, the reputation of the jeweler and whether the diamond is conflict-free. Also, romantic locations and destinations, creative proposals, and even pre-nuptials will be on their mind.

Happily Ever After: This category of shopper is in a stable relationship, regardless of its length.

Pointing Cupid’s Arrow: Since this audience is a bit more challenging to target, many marketers will divide them into sub-categories based on age, location and interests. However, the astute marketer will take it a step further. To get inside the hearts and minds of this audience, think about the fact that these couples are likely to be open to ideas that go beyond traditional Valentine’s Day presents.

Consider reaching them with content that reflects experiences such as wine tastings, skydiving or catered dinners at home. Essentially, think beyond the traditional and package your content to present a unique experience as a great Valentine’s Day gift.

Budding Romance: These are the newly minted couples that won’t overlook the opportunity to show their mutual admiration on Valentine’s Day.

Pointing Cupid’s Arrow: For this audience, there’s a fine line between expressing interest yet not wanting to look too eager. Consider that these shoppers are more likely to be on the lower end of the spending chart yet are still looking for heartfelt gifts. Some ways to reach them through your targeted content are “great gifts under $50,” and “Celebrating your first Valentine’s Day.”

Call Me Maybe: Valentine’s Day also encourages secret admirers to let their feelings be known. However, the gift needs to send the right message while also inspiring the object of their affections to reciprocate.

Pointing Cupid’s Arrow: This crowd is looking to impress yet may still be a bit self-conscious about taking the risk. While there are lots of ideas running through their head, from a marketer’s perspective, they’ll be considering the following: “dressing to impress,” “first date ideas,” and “understanding the meaning behind different colors of roses” along with other symbolic Valentine’s Day gifts.

Where Did Our Love Go? These shoppers are hoping to rekindle a cooling relationship.

Pointing Cupid’s Arrow: This audience is likely to spend more money on the holiday and will be looking for romantic gifts, getaways and other grand gestures. Content to reach this audience should align with “reigniting the spark,” and “sure fire gifts to impress your sweetheart.”