While Valentine’s Day inevitably stokes lovelorn skepticism each February, many Americans don’t seem to mind the holiday.
By the numbers: Consumer research platform Attest conducted a survey of 1,000 US adults about Valentine’s sentiments on behalf of Marketing Brew, and the results are more sweet than bitter:
- 61% of respondents thought that Valentine’s Day is a “nice tradition.” About half that share (30%) viewed the holiday as “invented by marketers.”
- Out of those who are celebrating, 44% of survey respondents said they’re giving cards, 39% are going out for dinner, and 32% are buying flowers.
So, unlike buffets, the pandemic didn’t cancel Valentine’s Day completely. According to Attest’s findings, 60% of Americans “definitely” or “probably” plan to celebrate the holiday this year, and Valentine’s Day spending is on track to reach $23.9 billion this year, up from $21.8 billion last year for the second-highest year on record, according to the National Retail Federation.
Nothing but flowers
With fewer people planning to go out to dinner this year than before the Covid era, some could be doubling up on flowers. The flower industry has seen a “huge spike” in demand in the past two years, according to Kate Penn, CEO of the Society of American Florists (SAF), which offers marketing resources to its more than 2,500 members.
“Over the course of the pandemic, people have fully embraced flowers and found a new appreciation for what they represent. With the isolation and separation brought on by Covid, people turned to flowers in a big way,” she told Marketing Brew. “Even as people are gathering and starting to go back to the office, we’re not seeing that spike in demand taper off.” Of course, the current wedding boom helps.
To encourage that Valentine’s spending, Penn said some florists use promotions and discounts to order sooner rather than later. This year, she thinks it’s likely many have leaned into in-person marketing strategies, especially considering the Super Bowl was yesterday, giving flower sellers the chance to “bring a set number of pre-made bouquets to a high-foot-traffic area like outside of a sports bar, grocery store, or liquor store to catch customers who [hadn’t] ordered or planned for Valentine’s Day yet.”
Campaigns bloom
If you’ve noticed floral brands cropping up on your screens and inboxes, you’re not alone. Several brands, including 1-800-Flowers.com, are running campaigns timed to the holiday across channels.
Here’s a look at what 1-800-Flowers.com is doing for Valentine’s Day:
- On social, it’s working with TikTok creator and relationship coach Eros Miranda, who’s posting a series of videos about modern love languages, romantic communication advice, and more to his channel, which has 1.2 million followers.
- Six couples are also sharing their love stories in a series of videos that 1-800-Flowers.com is posting across platforms, encouraging others to do the same using the hashtag #ShareYourLoveStory.
- The flower brand teamed up with astrology app Sanctuary to curate floral bouquets based on astrological signs.
- Plus, it’s working with two other brands under parent company 1-800-Flowers.com Inc.’s umbrella: Alice’s Table and Harry & David. Alice’s Table is hosting virtual flower arranging workshops February 10–26, while Harry & David is letting gift-givers pair their flowers with wine.
The marketing push makes sense given that Valentine’s Day is the second-biggest “floral holiday” of the year, according to Tom Hartnett, group president of consumer floral and gifts for parent company 1-800-Flowers.com Inc. Mother’s Day is the biggest, he said.
- Valentine’s Day sales represent about 11% of total annual revenue for the company’s consumer floral and gifts segment.
- About 47% of that segment’s total revenue from January through March comes from Valentine’s Day sales.
- 1-800-Flowers.com expects to deliver about 23 million stems this Valentine’s Day, including 15 million roses.