In The Sex And The City movie, Miranda asks Carrie whether Valentine’s Day is “on steroids this year?”
And strictly speaking, Miranda’s right that Valentine’s Day is never like it was last year, especially if you think about it in ecommerce terms. Spending has only increased with time: Average spend grew 21% year-on-year in 2020 according to data from the NRF.
While trading conditions remain unpredictable in light of the pandemic, the global ecommerce boom in the past year would suggest Valentine’s Day will remain a key ecommerce opportunity, and one we encourage our publishers to take engage with. Now more than ever readers need advice about where to buy loved ones gifts online. So, with this opportunity in mind, we thought it’d help to outline how you can create content your readers love and increase your chance of generating greater commerce content revenue on Valentine’s Day at the same time:
The ever reliable Gift Guide
Gift guides are everywhere and the basic formula has not changed. Curate a list of products you believe in, state why you believe in them and watch people begin their shopping journeys. In fact the only real change has been to make the gift guide even better. Include price comparisons, vary the brands you write about to keep your readers’ budgets in mind, and think outside of the box. For Valentine’s Day that can mean thinking about the people that hate the holiday too. Take this fantastic post from USA Today for example: They have all kinds of different products included and they offer something different to what’s out there.
What to buy him
Valentine’s Day is often thought-off as a one way holiday. And looking at heterosexual couples it is easy to see why: One estimates says men spend 65% more than women on V-Day. But women are spending on men too, and with the rise of the “pink dollar”, there’s room for Valentine’s Day commerce content to cater for everyone. This post from Good Housekeeping offers a great alternative to standard candy and flowers content.
Help people make the holiday personal to them
You can see why people go generic on V-Day. People lead busier and busier lives, which leaves less and less time for them to actually invest in gift hunting. Personalization is key to a meaningful gift: Over half of UK consumers think retailers should offer more options to personalize gifts. Look at this Refinery 29 article for inspiration: It is packed with unique products that offer something personalized to everyone. Experiences are also becoming increasingly popular on Valentine’s Day: the NRF reports that nearly half of millennials have given an experience as a gift, and 83% are interested in giving one in the future.
Quarantine Valentine’s Ideas
Chances are in a normal world a couple would be going out on a date on Valentine’s Day. But given present circumstances, couples are going to have to get creative in 2021. For those that are living apart, content around long distance ideas like this post from Cosmopolitan are a great option. For those that are together content around how to celebrate Valentine’s at home, like this article in Town & Country Magazine is a great way to provide a service to readers.
Spice things up for Valentines
Valentine’s Day is the holiday of love and in our network each year we see that sex toys are always a top performing product category. So putting the two together is a winning combination when creating Valentine’s Day commerce content and there’s a lot you can do with it. This Inside Hook piece focuses on items for couples, while Cosmopolitan focuses on gifts good enough you might do some self-gifting.
Themed content can be helpful, humorous and everything in between. And if you monetize the content with affiliate links, it is a great opportunity to get rewarded for the shopping journeys you inspire too. To get started on your Valentine’s Day content head to our merchant pages now and start perusing who you’ll write about this year.