Amazon Sellers: Preparing for Valentine’s Day 2018

Are you ready for Valentine’s Day? Don’t worry, we’re talking professionally, not personally, so we won’t tell your significant other.

Valentine’s Day falls each year on February 14th. It is the brightest light in what is traditionally a quiet Q1 of the year. As the energy from winter sales winds down, you should already have the wheels in motion for Valentine’s Day. From gifts to cards and lovers to pets, there are dozens of ways to cash in on this highly commercial holiday.

Consumers flock to online marketplaces to find gifts, cards, and ideas for Valentine’s Day surprises because they can find the widest range all in one place. A study of Amazon search terms revealed that the majority of shoppers didn’t have any specific gift in mind, backing up the picture of consumers who want to buy a great Valentine’s Day gift without knowing what exactly to get. 27% of shoppers in 2017 intended to buy their gifts online, and 74% of those would be buying from Amazon.

As an Amazon seller you’re already well placed to succeed in the Valentine’s Day shopping rush – now you just need to make your Amazon sales even better.

How consumers spend Valentine’s Day

First, a little background information about Valentine’s Day spending will help you to think up some great Valentine’s Day sales campaigns for your Amazon store.

  • 54% of Americans celebrated Valentine’s Day in 2017.
  • $19,503.2 was spent on Valentine’s Day 2017, despite warnings that the spend would be only around $18.2 million.
  • An average of $146 is spent on Valentine’s Day, with men spending approximately $191 on Valentine’s Day while women only spend an average of $97.
  • Approximately 53% of women who don’t receive a Valentine’s Day gift will end the relationship.
  • 14% of women send themselves flowers on Valentine’s Day.
  • The average single guy still spends $71 on Valentine’s Day and a single girl spends $40.

As you can see, there are many potential sales lurking in Valentine’s Day but preferences do vary with age, location, and demographics. Giving an experience for Valentine’s Day is rising in popularity among younger shoppers. 45% of 18-24 year olds and 40% of 25-34 year olds gave an experience instead of a gift on Valentine’s Day 2017. 35-44 year olds are the biggest age sector celebrating Valentine’s Day.

In the US, giving a Valentine’s Day gift is the most popular approach, but in the UK flowers outrank other presents. Valentine’s Day gifts are still highly in demand across regions though, with candy leading the field and jewelry not far behind. Other Valentine’s Day gifts include clothing, lingerie, and the less-romantic but much more practical option of gift cards. A Valentine’s Day meal is still extremely popular among celebrants, but more and more are choosing to eat a romantic meal at home instead.

What you need to do to prepare for Valentine’s Day

Plan ahead

Although Valentine’s Day doesn’t have as long a ramp as the winter holiday season, it’s still vital to plan ahead. Keyword searches for “Valentine’s Day” rise by 136% in January and almost 1000% in February, so you want to be ready to meet that head on. The ideal time to schedule your campaigns is one month to two weeks before Valentine’s Day.

Keyword traffic peaks in the second week of February, but do pay careful attention to shopping patterns in your target regions. As an example, shoppers in Germany are more organized and search for Valentine’s Day gifts in January, so don’t miss out on the traffic by waiting until February.

That said, you also want to catch the last-minute crowd. Some 40% of shoppers leave it until the last week to buy a Valentine’s Day gift so be prepared with gift ideas that have a fast turnaround. Clear your decks to enable speedy delivery which will make your products more attractive to last-minute shoppers.

Stock up

Now is the time to order in your Valentine’s Day stock. If you sell jewelry or candy then you probably already have this covered. Heart-shaped jewelry, love jewelry, and his ‘n hers lockets and rings are particularly popular. So is candy in a heart shaped box and personalized gifts. Clothing such as lingerie always sells well but other unexpected items include his ‘n hers sweatshirts and caps.

The best selling items for Valentine’s Day are:

  • Candy
  • Jewelry
  • Clothing
  • Gift cards

Given the number of singles marking Valentine’s Day by buying gifts for themselves, you should also market self-care gifts like skincare products, bubble bath, and pampering gift sets. Many people also buy platonic Valentine’s Day gifts for friends, parents, teachers, and neighbors. These are usually lower-cost items than those given by lovers, so look out for anything cute, red, or with hearts on it. You’ll probably be able to sell these throughout the year if you don’t shift it all by Valentine’s Day.

Don’t forget to offer a greeting card!

Valentine’s Day is second only to Christmas as a card-giving holiday. Women do give far more cards than men – around 85% of the cards are given by women. Including cards that kids can give each other, their parents, and teachers is also a good idea.

Optimize product descriptions

You already know about maximizing SEO terms in your Amazon product descriptions, but you’ll want to go back over everything to optimize it for Valentine’s Day. 42% of Amazon searches in the lead-up to Valentine’s Day used the words Valentine or Valentine’s Day. Adding the words ”love” into your rich product content like “Your partner will love this” and using keywords such as “gift” and “present.”

Be creative

At first glance, you might not see many ways to market your products for Valentine’s Day. This means you’ll need to get creative! Giving an experience is increasingly popular so look for ways to bundle products together to form a romantic hiking experience, romantic home spa experience, or romantic home-cooked meal experience, for example.

Odd as it may sound, Americans spend an average of $26 on Valentine’s gifts for their pets – a total of over $600 million in 2016! So pet items like pet treats, pet toys, leashes, and doggie hair clips are great Valentine’s Day products too.

Finally, out of the box but sadly highly lucrative Valentine’s Day products are surveillance items. Sales of listening bugs, spy cameras, and GPS trackers boom in the run-up to Valentine’s Day as people get suspicious about their partner’s behavior.

Offer extra services

Extra Valentine’s Day related services can make you stand out in the romantic market. Add-ons like gift wrapping, extra-fast delivery for all the last-minute shoppers, and the ability to add a personal gift message are easy to offer through Amazon and give you an edge over the competition.


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