In less than 3 weeks, Valentines Day will be upon us. I just caught a recent survey by ORC International that stated Valentine’s Day is now the number two gift giving holiday, right behind Christmas, with 88% of Americans saying they plan on giving a present to their loved ones.
Google is already seeing searches related to Valentine’s Day increase 35% compared to last year. Not only are more people searching, they’re searching earlier – last year people began looking for Valentine’s Day ideas on January 9th. This year the upward trend began two days earlier, on January 7th.
Across categories, jewelry is seeing a 42% increase in mobile and desktop queries compared to January of last year; gifts jumped 27%, and flowers saw an 18% spike. The results from this graph show women look for gift ideas earlier and more often than their male significant others. Maybe men are more last minute about buying gifts than women, but it doesn’t mean they’re cheap about it! In 2011 the average man spent $158 for Valentine’s Day, about $80 more than women.
This means that this is this is the great opportunity for marketers to influence people with their products since consumers are still searching for ideas. If you look at the word cloud below (spoiler alert!), a good chunk of people are searching for “diy valentines gifts” and “valentines day baskets,” which means there will be quite a few people unwrapping homemade gifts or pre-made gift baskets this year. The biggest cluster of phrases, “valentines day border,” “valentines day drinks,” and “valentines day meals,” signal that people are also planning on celebrating in style. Now would be a good time to promote recipes and decoration ideas in your campaigns.
Here’s some more ideas to think about: