Valentine's Day Marketing Gets Innovative
By Larry Alton
As the National Retail Federation reported last week, Valentine’s Day spending in 2015 is estimated to be $142.31 per person, more than $8 higher than last year. The President and CEO of the National Retail Federation, Matthew Shay, accurately predicts, “Hoping to draw in eager shoppers, retailers will offer unique promotions on gifts, meal options at restaurants, and even experiences.” Arkansas businesses are already proving Shay’s statement is correct, as marketing managers are implementing creative, strategic promotions to boost Valentine’s Day revenue and bring in new clients.
According to the NFR’s Valentine’s Day Consumer Spending Survey, a total of nearly $19 billion will be spent on a combination of gifts, candy, and special activities. Prosper Insights and Analytics, the company selected to complete the survey, found surprising differences between results found in 2014 and 2015. Of the 6,375 participants, more than 90% planned a special experience for their partner while approximately 20% will include their pet in the Valentine’s Day celebration. Companies in Arkansas have adjusted marketing strategies to accommodate changes in consumer behavior, and are launching attention-grabbing campaigns to compete for business.
One company, Arkansas Helicopters, is emphasizing the value of an unforgettable Valentine’s Day experience by offering a holiday-only promotion. Like other businesses built on exciting experiences, Arkansas Helicopters is modifying service provision to convenient, affordable, and romantic on February 14, when couples or close friends want to experience Arkansas from a bird’s-eye view. Headquartered in Springfield, Arkansas, the helicopter tour company expects an increase in sales for the upcoming Cupid-inspired weekend, when specials on the company’s romance-themed helicopter flights will be in high demand.
Located in Little Rock, 2-year old startup company, Chef Shuttle, will also offer special Valentine’s Day services, as the Northwest Arkansas Democrat-Gazette reported. Owner and President of Chef Shuttle, 24-year old Ryan Herget, plans to increase sales and extend the company’s reach in Little Rock by adding flower and candy delivery to its food delivery services beginning the weekend of Valentine’s Day. A marker that Chef Shuttle is doing well, Herget recently expanded the company’s service area to include nearby Memphis, Sherwood, and Conway, the latter of which was recently announced among the most economically healthy of Arkansas cities by Arkansas Tech University.
The National Retail Federation’s survey also revealed that more than 13% of adult consumers will seek unique or sentimental gifts for their significant others, leading niche businesses in Arkansas to develop new ways to capture the holiday’s consumer market. Novelty shops and antiques retailers will see an increase in sales as customers look for a one-of-a-kind gift for that special someone. Other companies, like Sassy Monkey Gifts, Art & More in Bentonville, are offering customers an interesting ready made gift alternative with customizable gifts, including T-shirts, pillows, and wall art.
Business owners are not the only parties vying for their audience’s attention this Valentine’s Day. A social media campaign launched by Visit Hot Springs, #IHeartSprings, began in mid-January and encouraged readers to enter to win two nights of hotel accommodations and fun activities. Held entirely via social media, the Visit Hot Springs campaign received thousands of entries and announced the winners February 2. Although the contest wasn’t designed to increase sales per se, it did increase social recognition and digital exposure, as it tied the Hot Springs to the idea of a romantic getaway for Valentine’s Day.
Although not an exhaustive review of upcoming Valentine’s Day promotions in Arkansas, the companies mentioned provide a snapshot of what’s to come in the next week as businesses prepare for one of the most lucrative holidays of the year. Meant for giving love as well as receiving, Valentine’s Day in Arkansas will be used by non-profit and community organizations as a launching point for fundraising activities and charitable events. Annual celebrations held across Arkansas include the Ronald McDonald House Charities of Arkansas’s Chocolate Fantasy Ball, Old Independence Regional Museum’s “Love Bites” fundraiser, and the Havenwood Angela Gala benefiting local families in need.
Author Bio: Larry Alton is an independent business consultant specializing in social media trends, business and entrepreneurship based in Des Moines, Iowa. Follow him on Twitter and LinkedIn.