Valentine’s Day, an online phenomenon with offers that go straight to the heart
Forgetting a date like Valentine’s Day is no longer an option. The bombardment of programmed goodies in the form of offers, promotions, discounts and “tailor-made” experiences makes it impossible to use this excuse. Moreover, they reach the mobile.
The trade and hotel sector is preparing its artillery. No one is left behind. From Amazon, which has activated “The Valentine’s store” and activated its discount campaign, to the Royal Theater in Madrid, which has launched a set of special offers available on its website.
We consume according to the calendar, and Valentine’s Day is a classic, with decades (several) behind it in consumer mobilization campaigns. It is a very profitable date for restaurants and commerce, and although the pandemic has disrupted plans -personal and commercial-, it is one of the best oiled business opportunities with the help of technology -which makes it possible to increasingly segment messages- , with which brands benefit from a deep-rooted and easy-to-remember consumption ritual.
Analysis from Think with Google, the search engine‘s digital studies page, confirms this: Spain is a good market for Valentine’s Day sales. In fact, it is the country in which the number of searches related to this date has increased the most, 67% more than the two previous years. And the home stretch is missing as searches skyrocket last week, which is when up to 80% of consumers make the purchase. Social networks are essential: 45% of Spaniards admit to having influenced their purchasing decision. A powerful and persuasive weapon in a consumer context where emotional purchasing decisions are increasingly important and where messages now arrive directly on mobile devices, to the point of making them seem personal and non-transferable.
Proof that Valentine’s Day has become an online phenomenon, Love Shopping Day, held on February 10, was the first streaming multi-brand shopping event – on the theme of love – an event that brought together big and small brands in a new format that points to a revolution in sales as we know them until now.
The trend, far from being slowed down by the pandemic, has increased: in 2021, Spaniards spent an average of 55 euros, compared to 31 euros the previous year, according to a report by the Spanish fintech specializing in banking services Bnext .
The classics continue to triumph: chocolate, perfumes or beauty products, flowers, jewelry and above all a romantic dinner. Travel too, even if they are apart from impulse purchases which mobilized the bulk of purchases last week. Of course, a new shopping style is needed marked by diversification -and personalization-, with increasingly specific thematic offers, because they know the tastes, consumption habits, purchasing preferences, and touch a consumer who demands, above all and more and more, to enjoy one of the experience.
• FULL EXPERIENCE
“Three for two” offers or discount coupons – very prosaic – are losing ground to the total experience, an upward trend. The best example, the Valentine’s Day proposal from the Firmdale hotels in London and New York (main photo): room with exquisite decoration, flowers, champagne and chocolates in the room, special menus in which fruits there is no shortage of sea and even cinema sessions in your private room.
• FOR SPORTS LOVERS
Hotels are also beginning to offer thematic proposals for all tastes. Like the Pastana CR7 offer in Madrid (Cristiano Ronaldo’s hotel in the capital): spend the night of February 13 to 14 at the hotel and enjoy a program of activities between gastronomy as a couple (a dinner in lovers) and sport: Enjoy the Superbowl at the hotel’s Sports Bar.
• OR NATURE (AND CHOCOLATE)
Among the thematic proposals, the pleasure of nature is essential. Hábitat Cigüeña Negra, an intimate accommodation on a farm with pasture in Extremadura, offers a romantic weekend retreat, complete with fireplace, hammam, cava and chocolate. The eco-luxury LJs Ratxó, in Malloca, offers a Valentine’s Day experience that revolves around the cocoa ritual (spiritual and relaxing) and a menu where chocolate is the protagonist.
• WELL-BEING AS A COUPLE
Massages, wellness therapies and shared treatments, another booming trend. Like the Love Fulness experience at the Fulness Spa in Madrid, or the special rituals at the Aire baths in Seville.
• A DIY DINNER
The romantic dinner is the “star plan”, but the proposals are diversifying beyond a restaurant outing. There are specific experiences for this date, such as a wine tasting for two in Lavinia (Madrid), or a takeaway dinner for two prepared at the table – without cooking, without complications – like the one offered by Señorío de Montanera. Or a picnic basket like the one offered by Dehesa de Los Llanos.
• OR BETTER, SURPRISE DINNER
Even simpler: Uncovercity organizes surprise gastronomic experiences, in which the guests do not know which restaurant they will go to or which dishes they will taste, only when and with whom, and which includes the possibility of making the trip by car with driver. A previous questionnaire and its attribution algorithm select the protagonists who only have to worry about enjoying the evening.