Preparation for St. Valentine: Focus on Europe (Part I)

04 February 2021

10 min read

The second month of 2021 has just begun. Let’s not waste time, let’s get together and get the most out of February. This month, all marketers are getting ready for the most romantic and profitable date of the year:

Day of St. Valentine

Needless to say, this event is a huge opportunity for many companies, not just affiliates. Given the competition in the marketplace, every little detail in advertising will help you stand out from the rest.

In this article, we’ll take a look at how you can target your campaigns to a European audience and stand out from the banality of pink hearts and stuffed animals.

Of course, Valentine’s Day is not such a massive event in Europe as it is in the States. However, there are general consumer trends and people are spending a hefty sum on gifts, which means that there are great opportunities for affiliates.

Who to target

In the West, men assume that on St. Valentines will spend more than women. Numerous studies conducted in the US and UK have shown that men expect to spend 65% more on a holiday than women. The situation is quite different in Asian countries such as Japan and Korea, where the holiday tradition revolves around women giving gifts to men.

Statistics from the US and Denmark have shown that the younger generation spends more than their older compatriots, in particular millennials. This is likely due to the fact that they have less financial commitment and are more exposed to social media and international trends. In addition, it turned out that couples living together for less than two years, as a rule, spend more. Engaged couples also spend more than married couples.

Targeting segments to consider include: gender, age, relationship length, relationship stage.

What offers to send

In February 2020, Mastercard Europe shared data on what people spend on the eve of St. Valentine. The general trend indicates an increase in spending on events and less emphasis on gifts. However, that was before the world was thrown into chaos due to COVID-19. With the second wave of the pandemic and the emergence of new strains in Europe, a new curfew, lockdowns and restrictions on movement are being introduced. The number of candlelit dinners will be reduced. It will also be difficult to get to the hotel or airport. Most likely, people will return to traditional gifts, which means more online shopping and huge opportunities for affiliates.

Pay attention to:

  1. Food delivery and entertainment – let people have lunch and have a romantic dinner on Valentine’s Day at home.
  2. E-commerce offers. If you’re targeting a male audience, promote flowers, chocolates, perfumes, and jewelry as these products consistently top the holiday charts. If you work with a female audience, look at men’s grooming products, clothes, shoes and electronics as gifts for men.
  3. Even if you don’t usually work with these verticals, pay attention to offers from the beauty niche: skin care products, face masks, cosmetics, etc.

In preparation for St. Valentine, two strategies are possible:

  1. Targeting a female audience who wants to look perfect on a date. Hydriqueen, Chevelo Shampoo, Dermolios offers are perfect for them.
  2. Targeting guys and husbands and helping them choose a gift for their ladies. And Dr Extenda will help them prepare for the date.

When to Scale:

  • According to Mastercard, the number of users making a last-minute purchase has dropped significantly over the past few years. In 2019, the most transactions on Valentine’s Day occurred on February 11, in 2018 on February 12, and in 2017 on February 13. Given this trend and the allowable delivery times for online orders, it would be a good idea to start rolling out your campaigns the week before St. Valentine.
  • Please note that this year the holiday falls on a Sunday. Orders will most likely arrive until Friday and Saturday.
  • Difference between countries
  • Europe is a large region, and each country has its own customs on St. Valentine.
  • Spain, France and Italy have similar cultural expectations for spending on this romantic holiday. In France, women especially rely on jewelry. On the other hand, couples in Germany and the UK are taking a hands-on approach, with the lowest expected spending at £83.77 and £49.64 respectively in 2017. These numbers already give you an idea of which geos to focus on.

In addition, confessions and symbols of love in each country are also different.

If you are targeting an audience in Norway, it would be a good idea to include images of birds in your ads: the sight of two birds in flight is taken as a sign thatyou will find love.

In Denmark, friends and lovers are often given dried snowdrops instead of red roses. Men send gackebrevs to their loved ones – poems or letters in which they sign with dots instead of names, playing a kind of guessing game.

The Welsh have a tradition of exchanging intricately carved wooden love spoons that dates back to the 17th century. Different motives have different meanings.

In Austria, you cannot give flowers blindly. Men are expected to pay attention to details and know the specific preferences of their lover. It would be nice to use not only ordinary red roses in advertising, but also other interesting flowers.

In countries such as Finland and Estonia, Valentine’s Day also coincides with Friends Day. This is radically different from Italy, where Valentine’s Day is a holiday exclusively for lovers.

When optimizing your Valentine’s Day campaigns, keep these specifics in mind and tailor your content for each country. Pay attention to cultural motives and traditions and take your affiliate marketing game to the next level.

Plus, couples aren’t the only audience to target on Valentine’s Day. As you diversify your campaigns and increase your ROI, there are many options you can consider. Stay tuned to our blog as we explore potential alternative audiences for this holiday in the next article!

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