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Inspire

Retail

Valentine’s Day Insights to Finalise Your Campaigns

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Key Takeaways

Valentine’s Day has become an important event in the retail calendar,

allowing brands to interact with consumers and optimise sales following the

dip after the festive season. It is not only an opportunity for retailers, but

also for loved ones to show they care by sending cards, gifts, chocolates,

flowers or even taking them away on a weekend break.

This Inspire will help in finalising campaigns in the final week lead up to

Valentine’s Day 2016:

1) When do searches peak for Valentine’s?

For the past three years searches peaked during the week of Valentine’s

Day. Between 2014-2015 searches increased by 15%, will this growth be

repeated this year?

2) Which Valentine’s products are more popular?

Valentine’s Gifts saw a 195% increase in search demand Year-on-Year,

whilst Valentine’s Ideas increased 99% and Valentines Breaks 140%.

4) Who is behind Valentine’s searches?

Aspiring Homemakers was the top Mosaic Group to make Valentine’s

related searches “for him” and “for her”, with those in the income bracket

£40,000 - £50,000 being more likely to make searches “for her”.

5) Where can I find my target audience online?

Those searching Valentine’s “for her” were 9x more likely to be on Politics

sites and 2x more likely to be on Animation & Comic sites.

Search Demand

• For the past three years searches for “valentines” peaked during the

week of Valentine’s Day.

• Between 2014 and 2015 search demand for “valentines” increased by

15%, showing the popularity of the event online and growing

opportunities for e-retailers.

• The table below shows the fastest moving keywords used in searches

for “valentines” week ending 16th January 2015 compared to 14th

February 2014.

Valentine’s Day Inspire

Individual

Keyword

% Increase Year-

on-Year

Ideas 4.9%

Gifts 4.5%

Him 2.2%

Gift 1.5%

Hotels 1.2%

Breaks 1.1%

Hotel 0.9%

Weekend 0.9%

Dinner 0.8%

Spa 0.8%

Fast Moving “valentines” keywords (w/e 16th Jan 2015 vs. w/e 14th Feb 2014)

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Product Demand

195% increase in Valentine’s Gift searches Year-on-Year

• The table below shows the top Valentine’s Day related searches

focused on gifts and ideas in 2015.

• Looking at a portfolio of variations for “valentines gifts”, “valentines

ideas” and “valentines breaks” and charting these clearly shows Gifts

and Ideas peaked in the final week highlighting that there is still time to

optimise your campaigns for these products.

• From 2015-2016 searches for Gifts increased 195%, Ideas 99% and

Breaks by 140%.

• This year, the top search terms relating to “valentines gifts” week ending

16th January 2016, included “valentines gifts for him”, “valentines

gifts” and “valentines day gifts for him”; an increase of 3% year-on-

year.

• Fast moving terms included “personalised valentines gifts uk”,

“valentine gifts” and “gifts for male valentines”.

• Popular variations of “valentines ideas” included; “valentines day

ideas”. “valentines gift ideas”, “valentines day ideas for him” and

“ideas for valentines day for him”.

• Top search terms for “valentines breaks” included; “valentines breaks

2016”, “valentines weekend breaks”, “valentines day 2016 breaks”

and “valentines hot tub breaks”.

• Valentine's breaks saw the biggest increase in demand, highlighting they

are being more actively considered by consumers this year and worth

showcasing in final email offers.

Top Search Term

Variations

Searches %

Quotes/ poems 8.30%

Cards 7.30%

Gifts/ presents 6.50%

Ideas 3.80%

Images 2.60%

Flowers/ Roses 1.90%

Memes/ jokes 1.70%

Messages 0.90%

Restaurants 0.70%

Chocolate 0.50%

Top Valentines related searches (4 wks/e 14th Feb 2015)

Portfolio of Searches (w/e 3rd Jan 2015 – 21st Feb 2015)

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Audience Spotlight

Tailor your Valentine’s content to appeal to a specific audience

• The chart below shows searches “for him” vastly outnumbered searches

“for her” in 2015. This trend is also evident in 2016.

• Searches “for him” started much earlier while searches “for her” were

more last minute.

• With the amount of content available to all internet users, how can you

ensure you are effectively targeting your desired audience and reaching

out to those searching for valentines “for her” versus those “for him”?

• Using AudienceView we can build two segments including valentine

variations with one containing “for him” and the other “for her” to

understand how the audience behind each differs.

• Looking at the segment “for him” highlights:

o Largest age group to over-index was 25-34 year olds

o Most over-indexed Mosaic Group was Aspiring

Homemakers

o Those in the £24.000-£40,000 income bracket were 2x more

likely to perform these searches

Industries more likely to be visited (4 wks/e 16th Jan 2016) Portfolio of Searches (w/e 3rd Jan 2015 – 21st Feb 2015)

• Aspiring Homemakers was also top Mosaic Group “for her”, but these

searchers were more likely to be from the higher income bracket

£40,000 - £50,000.

• The table below shows the top industries each audience segment (“for

him” vs. “for her”) were more likely to visit online.

• Those searching “for him”, when compared to the online population,

were 11x more likely to visit Flowers & Gifts sites, whilst the “for her”

segment were only 4x more likely to be on sites within this industry.

• Those searching “for her” were 9x more likely to be on Politics sites

and 2x more likely to be on Animation & Comic sites.

• Taking a more detailed look at the Health & Beauty industry, those

searching “for him” were 4x more likely to be on feelunique.com and

more likely to be visiting superdrug.com, soapandglory.com and

boots.com than the “for her” audience.

• In contrast those searching “for her” were twice as likely to be on the

bodyshop.com, escentual.com, elysian.co.uk and

urbandecay.co.uk.

• These retailers can use this insight to target their Valentine’s products

at the right audience in this final week.

Valentine’s “for him” Valentine’s “for her”

Flowers & Gifts (11x) Politics (9x)

Brands (7x) Flowers & Gifts (4x)

Health Insurance (3x) Health & Beauty (3x)

Fashion (2x) Animation & Comics (2x)

Health & Beauty (2x) Radio (2x)

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