Valentine’s Day has the reputation of being a holiday designed around spending. Whether it’s the irresistible candy hearts, stuffed teddy bears, or shining bottles of rosè – it seems as though we can’t get enough of this love-filled holiday.
In 2021, $21.8 billion was spent on Valentine’s Day – the second-highest year on record (2020 being the highest spending year to date). This year is expected to surpass 2021 at a whopping $23.9 billion. But is all this money really being spent solely on chocolates and jewelry? What other industries are affected by this so-called “Hallmark” holiday, and how can you optimize your Valentine’s Day Campaign to meet those needs?
Source: National Retail Federation
More than 53 percent of Americans plan to celebrate Valentine’s Day this year. Traditionally, candy, greeting cards and flowers have been the most popular gifts on this day of love. Market trends that have developed over the last few years indicate there are other areas that this massive corporate holiday impacts tremendously.
Let’s take a look at how this holiday in 2022 could affect food and alcohol delivery, and dating app’s Valentine’s Day campaigns.
Mobile Food Orders 🍝
Despite the reopening of restaurants for indoor and outdoor dining, the food delivery industry continues to gain popularity with a market value in the US of $21.2 billion. Food delivery has increasingly become a part of our lives with 6 out of 10 adults likely to get their food delivered now compared to pre-covid days. This number is even higher for millennials at 71% preferring their meals be delivered to their home. Even with the growing online ordering competition, apps still remain the most popular way to order takeout with over half of consumers agreeing that this was their go-to route.
How will Valentine’s Day affect popular delivery apps? 🤔
Compared to an average day, restaurant reservation requests tend to climb by 500% on February 14th, making it the second busiest day of the year (just behind Mother's Day). Because restaurants can’t cater to all their desired patrons, they turn to delivery apps to help keep potential guests happy. Popular food delivery apps are working with restaurants to promote high-end meal kits, fancy to-go dining wear (rather than the typical plastic or paper boxes most food comes in), and allowing customers to order their meals ahead so that they aren’t ruining a romantic evening by waiting on their dinner to arrive.
Last year, 26% of consumers planned to spend this special day ordering in at home with either friends or their partner. We can expect this trend to continue as delivery apps become increasingly more familiar and popular for a romantic Valentine’s night in.
Retargeting Tip for Your Valentine’s Day Campaign
Optimize your retargeting strategy leading up to February 14th by segmenting recent customers and serving them ads about ordering in rather than going out. Create messaging that highlights the allure of getting your special meal delivered – play on the romance of Valentine’s Day in your campaign with tailored messaging, colors, and specific holiday theme!
Alcohol Delivery 🍾
Remember the days of “to-go cocktails” back in 2020? Well it looks like they’re here to stay!
Since the start of the pandemic, to-go alcohol has been on the rise. When bars and restaurants closed, people took to their homes to host happy hours and small parties. Even as things begin to re-open for (hopefully) good, 24% of restaurants say they plan to continue offering alcohol delivery as an option. According to a study done by DoorDash, over half of customers older than 21 surveyed say they would likely order alcohol with their meals if it was offered as an option.
With relaxed regulations on alcohol due to the pandemic, U.S. alcohol sales by retailers is expected to grow to make up 7% of e-commerce sales (an increase from 1% in 2019). But what does this mean for alcohol delivery apps and their Valentine’s Day campaigns?
In 2021, alcohol made up for a grand 18.4% of Valentine’s Day purchases, coming in right behind jewelry sales. Whether you’re sending a wine box to a friend or ordering champagne to your door, mobile alcohol sales will most certainly skyrocket on this holiday. With the rise in popularity of alcohol delivery services coupled with more individuals than ever choosing to order in, these apps will be sure to see a tremendous increase in users on this day in particular.
Retargeting Tip for Your Valentine’s Day Campaign
Offer a Valentine’s promo! There’s nothing better than a deal on one of the most expensive days of the year. Because alcohol is such a big part of Valentine's Day gifting, it is key that consumer’s know alcohol delivery is an option. Try “buy one get one free” wine bottles to attract couples or “14% off on the 14th!”
Dating Apps 💘
We’ve established that you can order everything from Chardonnay to Pad Thai without even leaving your couch (thank you smartphones) - but what if you’re alone on this love-filled holiday?
In 2020, consumers spent over $3 billion on dating apps – a 15% increase from the year before. With the mix of pandemic boredom and development of new dating apps, this number has continued to soar into 2022. During the weeks leading up to Valentine’s Day, we consistently see an increase in downloads of dating apps. It makes sense that with hearts and chocolates at every turn, singles feel the need to seek comfort on an app.
So what happens to this swarm of new users post Valentine’s?
While most mobile apps focus on retention, dating apps are made to be deleted after ideally finding your perfect match. So while downloads during your Valentine’s Day Campaign may increase during the days leading up to Valentine’s Day, activity beyond that day is questionable. It is integral for these apps to find ways to retain these users gained during mid February, rather than letting them drop off as quickly as they came.
Valentine’s Day Campaign Retargeting Tip
Let’s keep those users active! Focus on post Valentine’s Day messaging – encourage users to keep interacting with your app. Promote finding love and connection even after one of the most romantic days of the year. Target users who haven’t interacted with your app in the weeks following Valentine’s Day. Try messaging that reminds them that love could be in the palm of their hand.
Takeaways for Your Valentine’s Day Campaign
This year consumers are expected to spend a whopping $23.9 billion on Valentine’s Day. But is all this money really being spent solely on chocolates and jewelry? Does this so-called “Hallmark” holiday affect other industries?
- Mobile Food Orders: Since people are more inclined to order food via an app compared to before covid pandemic life, Valentine’s Day ordering will be right on track with this trend. To take advantage of this surge, employ a "lover’s themed" retargeting Valentine’s Day campaign early in February to maintain active users throughout the month, beyond the holiday.
- Alcohol Delivery: With the rise in popularity of alcohol delivery services coupled with more individuals than ever choosing to dine in their own home, these apps will be sure to see an increase in users on this day in particular. Try offering a Valentine’s Day campaign promo! There’s nothing better than a deal on one of the most expensive days of the year.
- Dating Apps: Downloaded a dating app recently? You’re not alone - in 2020, consumers spent over $3 billion on dating apps. During the weeks leading up to Valentine’s Day, we consistently see an increase in downloads of dating apps. Let’s keep those users active! Focus on post Valentine’s Day messaging in your Valentine’s Day Campaign – encourage users to keep interacting with your app even after one of the most romantic days of the year.
Curious about how you can leverage your apps’ Valentine’s Day Campaign this year? Let us know your questions!
