It’s the month of Love… and like Marmite or Liquorice… it divides people. Frankly, it doesn’t matter if you are rolling your eyes, or smacking your lips, at the thought. What does matter is whether or not your target audience is romantic at heart. And believe us, they probably are.

Statistics by FNB showed that compared to 2021, shoppers went on a Valentine’s spree last February. They spent 45% more at restaurants, 36% more at spas, and an incredible 228% more at the cinemas. Shopping at chocolatiers jumped by 62% and spending on flowers increased by a massive 81%.

While times are tougher this year, people are in need for a pick-me-up, so you need to be sure they will be able to find it at your shop or online store this month. Remember: Any holiday of the year is an opportunity to boost sales and win over new customers’ ‘love’.

Here are 7 Pointers to help you create a ‘sticky’ Valentine’s month in-store or online:

1. Create a Gift Guide or group suitable items together
Valentine’s gifts don’t always have to be chocolate hearts and red roses. Anything can be a gift for Valentine’s Day. From the obvious things like jewellery, perfume, and bubbles, to the less obvious ones like red Vellie shoes, a book, or a spa voucher. Create an online Gift Guide and group Valentine gift ideas together in your store. This way you can make it easy for your customers to find that perfect gift.

2. Find an angle
No matter what you sell, you can always join in for Valentine’s Day. If you can’t use it to boost sales because you sell something “unsexy” like accounting software, then use it to boost your image. Host an event, or run a give-away.

Top Tip: Register a .love domain name for your give-away or event’s landing page!  

3. Share the love
Love is a two-way street. Show your customers that you care too, by throwing in some freebies like Free Shipping, or a Free Gift on sales over a certain amount spent. Alternatively, run a Valentine’s Promotion or Sale.

4. Be inclusive
Valentine’s Day does not have to be about romantic love only; it can also be about love in general. Like love for friends, family, pets or for a hobby or sport. A love for nature, the outdoors, or travel and even for a Charity. And don’t forget the love for ‘me, myself and I’. If your business can cater to any of these categories, get creative and attract your audiences with the products or services you sell.

5. Get your facts straight
What did you or your competitors do last year, and how did it go? What did people buy from you leading up to Valentine’s Day? Look at the statistics and build on the things that worked. Did you sell out on those heart-shaped chocolates you displayed near the pay-point? Erect a stand with a selection of Valentine’s items near the till this year and see how that goes.

6. Put together a hamper
Hampers are a great way to upsell some of your other products. Plus, it also takes the hassle away of trying to group products, making it easier for shoppers to spend more at your store. Hampers work well with consumables, but they can also work well when it comes to accessories or jewellery, beauty products and gadgets. Don’t forget to make the packaging eye-catching as well.

7. Partner up
If your product offering seems a little bit one-sided, partner up with a local brand that can complement yours. If you sell wine, partner with a local cheesery. If you sell chocolates, partner with a florist. This is a great cross-marketing tactic and can be a win-win for both parties involved.

Embrace Valentine’s Day this year, for business and for pleasure. And why not dedicate the entire month to it? It’s an excuse to dress up your store, your website, your staff, and yourself, and share a little optimism in the month ahead.

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Good luck!

Chantel Venter

Chantél Venter is a creative writer, strategic thinker, and a serious gesticulator. She’s passionate about storytelling, small businesses and bringing color to the world ­– be it through her words or wardrobe.

She holds a four-year degree in Business and Mass Media Communication and Journalism. She’s been a copywriter and editor for the technology, insurance and architecture industries since 2007 and believes anybody can run a small business successfully. She therefore enjoys finding and sharing the best and most practical tips for this purpose.