On average, 220 million roses are sold on Valentine’s Day each year, according to analysis by delivery firm Gophr. What’s more, there was a 389% increase in customers ordering deliveries from florists between 13 February and 14 February in 2023.

Not every convenience store can offer flowers. Nevertheless these stats are worth considering for every retailer. They show that Valentine’s Day is an occasion for last minute surges as shoppers rush to get the perfect gift. Even if you haven’t started preparing your Valentine’s Day range, it’s not too late to take advantage of the opportunity.

And, it’s not just flowers that shoppers pick-up for Valentine’s Day. Gophr’s report found that 11% of  Valentine’s Day shoppers bought greetings cards. Ten percent bought a meal to have at home, 9% bought chocolate and 9% bought perfumes. Many of these are convenience store staples.

Put it another way, close to one in five Valentine’s Day shoppers are looking for either a meal to have at home or chocolates. These are shopper needs that a convenience store can definitely meet. So, what can you do to make your store the place these shoppers turn to?

Offer hampers for shoppers buying a last minute gift

Hampers are a way to make life easier for shoppers looking to get a last minute Valentine’s Day gift. What’s more, it’s a way to boost basket spend for relatively little effort on the side of you and your team.

One option is to offer pre-made hampers. These can be filled in advance with a selection of relevant Valentine’s Day gifts. This could include chocolate, savoury snacks such as crisps and nuts, or alcoholic drinks.

Alternatively, you can give customers the option to choose their own contents for hampers.

There’s a range of places where you can order the things you need to make hampers, such as gift wrap, baskets, and other decorations. These include The Basket Factory, Card Factory or Kite Packaging. Generally, retailers charge a flat fee for the hamper and packaging (factoring in the time it takes a member of staff to prepare it). Every item in the hamper will be charged at the usual price in store.

“We charge for the base and the wrap and put whatever the customer wants in it,” explains Natalie Lightfoot, Londis Solo Convenience Store in Bailieston, Glasgow. “A lot of it might be alcohol. If they want it, we will sell it. You are looking at a bigger basket spend for a couple of minutes to wrap the gifts in the hamper. We do deliveries of generic hamper around Valentine’s Day, through Snappy Shopper.”

Get your Valentine’s Day link deals and displays in place

It’s worth thinking about the Valentine’s Day shopper who looks to get everything in one trip. That could be because they’re organised and want to do things early, or because they’ve left it to the last minute and need to get their gifts quick.

The easier you can make their life, the better. Link together lines that work for Valentine’s Day. Chocolates and wine are the obvious ones among convenience store staples. But biscuits, other confectionery and savoury snacks, beers and spirits could also work. Perhaps even meal options for shoppers looking to make a last minute romantic dinner themselves.

If possible, group these products together on the same display to give shoppers in a hurry ideas. For instance chocolate alongside spirits, champagne and prosecco. You could even add in cuddly toys.

Signpost that Valentine’s Day is on its way

The image of the shopper frantically rushing to the local shop to buy a box of chocolates on 14 February is a cliché perhaps. But the fact is, it’s easy to forget Valentine’s Day is coming.

Signs in your store can be a great reminder. Think tactically about where you’ll put them – what are the categories shoppers will be thinking of as a potential gift option?

Again, chocolates, or flowers, are the obvious ones. But, as outlined above, many shoppers might also be looking to have a special meal. If you have lines that could fit that criteria, it could be worth highlighting them. Elsewhere, think about drinks options. Champagne and wine could be a Valentine’s Day option. As could premium and craft beers.

Keep an eye out for themed PoS from suppliers and wholesalers. Also think about how you can use your social media to remind shoppers. A picture of your chocolates, prosecco and champagne or flowers if you have them could be the reminder shoppers need in the run up to the big day.

Shout about it on social media

Have you posted about Valentine’s Day on your social media channels yet? If you have displays already set up, take pictures and post them online. If you’re offering discounts or offers, let shoppers know. If you’ve already made Valentine’s Day hampers, photograph them and post them.

In the run up to 14 February take pictures of Valentine’s Day themed products in your store so you have eye-catching images to choose from. Post some of the best images you have with dedicated posts and stories on Valentine’s Day to remind the last minute shoppers that you’re there to help them out with their romantic gifts.

Think ahead and recycle

It’s worth remembering that Mother’s Day (30 March) is roughly six weeks after Valentine’s Day. If you avoid stock too explicitly marketed to Valentine’s Day, you can recycle any leftovers into a Mother’s Day display. With that in mind, focus on getting products such as chocolates which don’t have specific Valentine’s Day branding on them. Instead use your display to highlight the occasion. Once Valentine’s Day is over, leftover stock can be recycled into a display for the next big occasion.

However, it’s also worth remembering that some people might forget Valentine’s Day and look to make amends after 14 February. Keeping your Valentine’s Day display up for a few extra days could be a great way to attract these shoppers’ business.

Think beyond your normal range

Your store might not normally stock flowers or greetings cards. However, doing so on Valentine’s Day could be a smart move.

“I did about £2,000 on flowers around Valentine’s Day last year, compared to £400 to £500 in a normal week,” Sunny Sahota, from One Stop, Hitchin Road in Henlow, Bedfordshire, recently told RN magazine. In other words, there is a huge surge in demand for flowers around Valentine’s Day which could benefit your store.

The same goes for cards, and companies such as Riverside Greetings have Valentine’s Day ranges available. Meanwhile, more convenience stores are offering a range of perfumes.

When it comes to flowers, remember these items are perishable and need to be stored and displayed carefully. Do your research to ensure you can accommodate them. Be cautious with your ordering if you don’t normally stock flowers to reduce the risk of wastage. Have a plan in mind on how you’ll reduce prices and cut costs for stock that doesn’t sell quickly enough.

Read more advice for independent convenience retailers