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Marketing curiosities on Valentine’s Day

6 February 2017

Valentine’s Day is the next big date on the marketing calendar. Love is in the air: everywhere is full of hearts and romance on this day, when gifts are almost a must if you are in love.

There is a spike in sales, especially in the ever handy and traditional sectors of flowers, chocolates, perfumes and even jewellery. However, lovers are increasingly opting to give each other different types of products, such as technological gifts and, above all, services that they can enjoy as a couple such as romantic dinners, theatre performances and trips to a variety of destinations.

Some characteristics and curiosities

  • Segmentation. On this occasion the campaigns’ target audience is segmented by age, marital status (although many brands also tip their hat towards single people) and gender, with men normally being the biggest buyers.

Did you know that … in Japan only the women buy gifts for the men, specifically chocolates (this celebration is really all about chocolate there) and a month later, on what is called White Day, they reciprocate by giving their partners white chocolate and another gift to regale them by spending more money than they did?

  • Online shopping. Approximately 20% of purchases for Valentine’s Day are made online. “Young” lovers, aged between 20 and 37, not only use their mobile, tablet or computer to buy presents, but also to look for them and find ideas. This is a target audience that is very worthy of attention.
    Using the internet has a number of benefits, such as the convenience of last-minute shopping for absent-minded and forgetful types and being able to buy lingerie products for those who are timid.
  • Competitions and prize draws. Participatory actions like this with attractive prizes have great results.
    Gift vouchers also work well for people who aren’t sure what to give their partners.

At LINK Mobility we help you to create your best marketing strategy by segmenting your database and providing the most suitable email marketing resources (e.g. a design that is befitting of this day of love) and through the power of SMS marketing, which will allow you to remind your customers of your best deals for this very special day.

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