If you were to go solely by the jewelry and candy ads airing on TV this month, you might believe men are the only ones out there shopping for Valentine’s Day gifts to give to the special ladies in their lives.
And while the National Retail Federation (NRF) reports that men do spend more on Valentine’s gifts than women ($169 vs. $86), women are still very much significant players in the game. Furthermore, it isn’t just sweethearts people are shopping for these days.
As the second biggest shopping holiday after Christmas, Valentine’s Day is now chock full of items for children, babysitters, teachers and even pets. In 2012, the NRF reports that 42% of the money spent on Valentine’s Day gifts was spent on someone other than a significant other. Since a lot of Valentine’s Day shopping happens with little planning and just days (or hours) before the holiday, there’s a significant opportunity to capitalize on this expanded market—especially for grocery retailers.
Split events are one great tool for capturing multiple markets at the same time. For example, at any other time of year, boxes of heart-shaped candies alongside bags of dog treats might seem like an odd pairing; but come February, it’s a great way to encourage shoppers to treat both their kids and fur-kids to some love this Valentine’s Day. Similarly, pairing up chocolate covered strawberries and fresh bakery cookies can inspire shoppers to buy for both their romantic partners and their children or grandchildren.
The right display can also impact your sales. In addition to flowers and heart balloons, consider decorations that might appeal to a wider crowd. For example, add a few cartoon balloons to your bouquet to remind parents that kids love Valentine’s Day, too. Encouraging shoppers to share the love will help grow your bottom line!