In 2021, Valentine’s Day sales are projected to reach a total of $22 billion. If you’re a retail business selling more traditional V-Day goods, this might be one of your busiest times of the year. So, how do you ensure that this year’s Valentine’s Day sales are top notch? Here are 12 steps to make sure that you’re maximizing your sales this V-Day.
- Look at data from last year
- Get a head start on your emails
- Post your offers on social media
- Add a dedicated Valentine’s Day section on your website
- Create Valentine’s Day gift guides
- Guarantee shipping and delivery by Valentine’s Day
- Offer free gift wrapping
- Partner with a local influencer
- Prepare for peak days and hours
- Schedule your best employees
- Cater to your top customers
- Add a last-minute sale
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1. Look at data from last year
Of course, many things have changed due to the ongoing pandemic, but your data will still serve as a valuable baseline. Take this information you see and apply it to the inventory you’ll be ordering. You want to make sure you have enough inventory that you don’t sell out, but not too much that you’ll be bogged down with items you can’t sell.
2. Get a head start on your Valentine’s Day emails
If you’ve been collecting customer email addresses, definitely make sure to send out promotional emails as part of your email marketing strategy. Unlike the traditional holiday season, most people don’t tend to buy Valentine’s gifts very far in advance.
Start emailing your customers a week or two before V-Day to capture early shoppers, and send a final push on the day of to encourage last-minute purchases.
3. Post about your offers on social media
In addition to sending out emails, post about any special offers or events on your store’s social media pages. Build hype by leaning into “limited time only” messaging and by using built-in tools like the countdown timer on Instagram Stories to your advantage.
Be sure to use Instagram’s shoppable tags or swipe up feature to drive traffic to your eCommerce website. You can also reward your most engaged followers with exclusive offers.
4. Add a dedicated section on your website
On your eCommerce site, add obvious nods to Valentine’s Day to encourage more spending. For example, add any gifts or other relevant items as a featured category on your homepage. Swap out any header images or site banners for Valentine-themed ones, especially if you’re running a limited-time discount. You can quickly and easily design Valentine graphics using free, pre-existing templates in Canva.
5. Create Valentine’s Day gift guides
Group your Valentine’s Day products onto one section of your eCommerce site so that it’s easy for customers to click “add to cart” on relevant items. Similarly, merchandise your store so that your V-Day items are found in one area, and your customers can easily add multiple items to their basket.
6. Guarantee shipping and delivery by Valentine’s Day
It can be disappointing when gifts don’t arrive on time. If you’re able to guarantee that your items will arrive by February 14, that’s a great incentive to get more orders. Mention this guarantee in any Valentine’s Day email marketing campaigns as well as on your website.
7. Offer free gift wrapping
Gift wrapping is an essential component of the Valentine’s Day unboxing experience.
Offering free gift wrapping is not only a nice gesture, it’s one that may make shoppers more inclined to buy their gifts from you. People will appreciate that you’re saving them time and money.
If you decide to offer complimentary gift wrapping, be sure to let your in-store and online customers know through signage, word-of-mouth, social media or email.
8. Partner with a local influencer
Teaming up with an influencer with a high engagement rate can help drive traffic to your website or storefront. When scouting for talent, make sure that you partner with an influencer who fits with your business’s brand and genuinely cares about your products for maximum success.
9. Prepare for peak days and hours
It’s great to be able to forecast what you expect for your Valentine’s Day sales, but it’s also important to know when these sales will happen. In order to live up to customer expectations, you need to be prepared for when those customers come a-knocking. This means having a good sense of what your busiest days and times are in your store.
The ongoing pandemic also means a lot of your regular retail business will shift to online. So while you want to be staffed up in your physical store, you also need to anticipate an increase in online sales. Ensure that you have enough shipping supplies and employees on hand to help fulfill an influx of orders for Valentine’s Day.
10. Schedule your best employees
Your employees are your number one resource in running a smarter and more profitable business. To maximize sales, you should make sure your best employees are on your sales floor or behind the counter during your peak hours.
With Lightspeed Analytics you can measure employee performance by checking running a sales by hour of day report to see who generates the most sales, and then schedule them accordingly.
11. Cater to your top customers
You know who your best employees are, but how well do you know your top customers?
You can use your POS or other record-keeping system to take a look to see who your most loyal shoppers are and make a note of it in each of their accounts. Next time they’re in store and checking out, ask them if they had anything special in mind for Valentine’s Day. You can also use your loyalty program to send exclusive personalized offers to your VIP customers. This will not only give you a good idea as to what you should be ordering, but it’s great customer service.
Your customers will be touched by the gesture and more likely to return to your store to make that special purchase.
12. Add a last-minute sale
Appeal to procrastinators by springing a last-minute flash sale on your Valentine’s Day gifts. You can send a last-minute email to generate more online orders, change your website banner or hang signage in your storefront window to let passersby know about any last-minute deals.
Getting ready for Valentine’s Day in 2021
Remember, much of preparing for a holiday like Valentine’s Day is trial and error. The longer you’re in business, the easier it will seem. And though there might not be a scientific equation for maximizing your Valentine’s Day sales, these tips will help you better prepare for a spike in consumer spending online and off.
To find out how to set up your retail store and ecom shop for success this Valentine’s Day, talk to one of our experts!