Valentine’s Day is now just around the corner and if you’ve not already started thinking about how you can leverage the eCommerce opportunity around this holiday, there’s a high chance you will miss out on valuable sales. To help you prepare both your website and marketplace listings for the potential surge in sales, we’ve provided you with some actionable tips that you should start thinking about.
Split your inventory by demographics and interests
Aim to make it easier for potential customers to find what they are looking for on your site, as this can ultimately increase your chances of making a sale. One of the best ways to do this is by segmenting all relevant inventory into categories and making them easily accessible from the homepage.
Specifically, you may want to split it by ‘For Him’ and ‘For Her’, although if you want to offer more options, you should consider further segmenting by product type, i.e. ‘Jewellery For Her’ or ‘Gifts For Him’. Alternatively, you may wish to split by price, for example ‘Valentines Gifts For Under £100’.
This is a tactic used by many eCommerce brands, in order to enhance user experience and encourage sales.
While the example above is from a dedicated Valentine’s Day page on the John Lewis website, the same principle can be applied on any eCommerce homepage.
Optimise your keywords and listings for maximum exposure
If you’ve not yet added Valentine’s Day related search terms to your listings, do so now. Keep in mind that the most popular day for Valentine’s Day purchases will be a week before on the 7th February, so the sooner you start optimising your listings for maximum exposure, the better.
Specifically, think about what people are likely to search for and separating this by themes (i.e. funny, romantic, unique), pricing points (luxury, budget, inexpensive), as well as by product (jewellery, chocolate, flowers etc). It’s also likely that users will search by the recipient (boyfriend, girlfriend, husband, wife). From here, you should optimise your website and marketplace listings to reflect the most relevant search terms, in turn increasing product visibility.
If you’re running Google AdWords, you should also think about creating a Valentine’s campaign using these keywords. Do, however, make sure you’re looking at the search volume for each keyword, using a tool such as Google’s Keyword Planner.
Email your database
Email is a great way to get in the minds of potential customers and encourage them to buy from your site. For this reason, you should consider running a Valentine’s themed email campaign, using it to promote your products and tempt them with any offers you may be running, for example free shipping.
Again, you may wish to use call-to-actions such as ‘Gifts For Him’ and ‘Gifts For Her’ within the email, as gift ideas tend to be popular amongst shoppers.
While February 7th and February 11th are the peak sales day, you may also want to send a last-minute email to instil a sense of urgency. Within this, you can remind them of last posting dates for pre-Valentine’s Day delivery.
To learn more about using email for your eCommerce brand, including guidance on building your mailing list and driving website traffic, make sure you subscribe to our free 7-day email training course for online sellers.
Offer a Valentine’s themed product bundle
Product bundles are a great way to increase average order size at any time during the year, however they can be a particularly lucrative gift option around Valentine’s Day.
Specifically, look at combining related products and creating it as a single product offering. This automatically gives customers the perception that they are getting value for money, however you won’t necessarily need to reduce your costs.
While certain products – flowers, jewellery, handbags, perfume/aftershave – will automatically be associated with Valentine’s Day, it’s also worth assessing your inventory and thinking about how you can position it as a Valentine’s gift. As an example, you may sell candles all year round, however by creating a product bundle targeted at Valentine’s shoppers, you can actually attract more buyer to that listing than you may have done otherwise.
As with any peak shopping period, Valentine's Day is a great opportunity to raise brand awareness, drive more website and increase your sales, so make sure you're doing all you can to get the most of this opportunity.