January 30, 2015
Love is in the air. That’s the love food retailers have with Valentine’s Day. Consumers spend an average of approximately $130 on Valentine’s Day gifts for loved ones and food tends to top of the list of most purchased items (this includes dinners out); according to the National Retail Federation. It’s also interesting to note that men spend almost double what women do on this holiday which is a shift from who the typical specialty food consumer is.
With a little over two weeks before the V-Day, what are you doing to promote your Valentine items to consumers now? Remember, consumers are already starting to think about what they’ll get for their loved ones so you don’t want to wait until the week of Valentine’s Day or you might miss your opportunity to connect with them. For shelf stable products, you can start encouraging people to purchase your items now but even those of you who have perishable items can start talking up your Valentine products already.
Do I need to create an entirely new product for Valentine’s Day? If you have a specialty product that’s great but you certainly don’t need to create something from scratch if it’s not already in your repertoire. Look at ways you can take existing products and ‘dress them up’ for Valentine’s Day. Or, help show consumers how they can use your products to make their Valentine’s Day even sweeter. Perhaps they can use your hand-crafted hot sauce to heat things…up in the kitchen or your granola might make the perfect breakfast in bed item. Tell your consumers and fans that and share ideas with them!
If you don’t already have a plan on how you might tap into this holiday spend the weekend thinking through your options and then start rolling it out on Monday. With over $17 Billion in Valentine purchases up for grabs, shouldn’t you try to get a small piece of that for your business?