Advice: Top tips to help spread the love this Valentine’s Day

Cross merchandising and bundle deals

Providing ready-to-go gift sets, creating bundle deals, or adding package offers can help to encourage shoppers to make cross-category purchases and buy complementary products. Last-minute shoppers are looking for simplicity and convenience, and bundle deals provide a clear and straightforward choice, reducing decision making for customers which means a hassle-free shopping experience. Grouping chocolates with greeting cards or bottles of fizz will encourage customers to explore and purchase items they may not have considered otherwise, helping to increase overall basket spend.

Aman Uppal, owner of One Stop Mount Nod, says the weeks leading up to Valentine’s Day are crucial in building anticipation in his store. “Our promotion period starts two weeks before the date, so we have enough time to get the customers’ attention. As we get closer to the 14th, our Valentine’s display will get larger and will take a more prominent location at the front of the store.”

Gifting across a range of budgets

Creating gift zones within stores that cater to different budget ranges allows shoppers to easily find what they are looking for at the right price for them. Priyesh Vekaria, owner of One Stop in Salford, shares some examples of the small ways in which he supports shoppers. “We know that our customers have different budgets and therefore, offering discounts, promotions and special deals has been a beneficial way to help shoppers save money on their purchases. It’s important given the current landscape that we offer a range of products that cater to different budgets.

As the No.2 boxed chocolate brand at Valentine’s Day[1] and with availability in a variety of formats, Ferrero Rocher’s range appeals to all budget levels – while still representing a premium confectionery gift.

Creating in-store theatre

In-store theatre can play a keyrole in building up excitement within stores during Valentine’s Day. Decorations and themed displays make it a memorable and enjoyable shopping experience for customers. Bringing the occasion to life with interactive displays helps to grab the attention of customers and keep them engaged during their visit which can influence purchasing decisions, encouraging them to spend more for their loved ones. Ian Lewis, retail director of Spar in Minster Lovell agrees, saying: “In-store theatre is really important, making sure your customers know you’ve given it some thought and attention. Last year, we used electronic labels to display messages of ‘love’ which went down really well and put a smile on our customers’ faces.”

Utilising social media

Social media can also be a great way to promote Valentine’s Day sales and helps retailers connect with customers outside of their store. Retailers should use social media to increase their visibility by sharing what gifts and offers shoppers can pick up, while also reminding those last-minute shoppers. Encouraging customers to share purchases on social media helps to create user-generated content and serves as authentic testimonials which can help build trust and credibility.

Ferrero spokesperson comments: “Valentine’s Day is a key occasion – and an opportunity for retailers to encourage shoppers to upweight their basket spend for those they hold dear. A strong core range comes into its own here, as shoppers look for the products they know and love – such as our Ferrero Rocher T24 which is ranked as the number 1 SKU in the market[2]. Stocking the core range also means retailers won’t be left with excess stock and will help them build incremental sales for the seasonal occasions that follow Valentine’s Day too. Our recommendation to retailers is to promote products up to three weeks in advance and then ramp up in-store activity during the final week to appeal to those last-minute shoppers. “

[1] Nielsen Boxed Database, total coverage, Value (000’), value % chg, 3 weeks to Valentine’s Day

[2] Nielsen, Boxed Database, total coverage, Value (000’), 3 weeks to Valentine’s Day

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