Blog
With the season of love upon us, our social feeds once again are painted in seas of pink and red. Whilst opinions on the season of love may vary, marketers face a crucial question: should brands go all out for Valentine’s Day, or is the public growing blind to seasonal messaging? Once a celebration reserved solely for couples, the day has now evolved into an inclusive occasion, with some even extending the sentiment to their pets, showering them with gifts and cards. Whilst I don’t think I will be buying my cat a card this year (I’m sure he will be most upset), it’s clear that Valentine’s is no longer just about romance.
This transformation highlights the power of marketing to shape consumer behaviour. We didn’t just respond to the trend, us marketers created it. With approximately 40 million people in the UK celebrating Valentine’s Day and an estimated £2.1 billion in spending in 2024, according to the Retail Times, the day remains a lucrative opportunity for retailers, which we as marketers can’t be hiding away from.
Breaking through the usual seasonal noise can be tricky, but we have rounded up some top tricks and tips to help you standout this Valentine’s…
1. Think Beyond Couples
Valentine’s Day is no longer just about romantic relationships -it has evolved into a celebration of love in all its forms. By focusing solely on couples, brands risk alienating a significant portion of their audience. Instead, broaden your messaging to be more inclusive. Recognising friendships through Galentine’s Day, promoting self-love and self-care, or even acknowledging the bond people share with their pets and family members to help connect with a wider audience.
2. Ditch the Roses and Embrace Anti-Valentine’s
Why not go against the grain to stand out and embrace an anti-Valentine’s theme? Whilst many people do love getting into the spirit of all things romantic, many of us out there would rather throw shade at it instead. Tap into this sentiment by getting creative with funny, sarcastic, or even rebellious messaging in your campaign. From celebrating the joys of single life to highlighting all those annoyances that come with being in a relationship (arguing about what to watch on Netflix, having to share food etc etc the list goes on). This approach not only helps you cut through the Valentine’s Day noise, but also helps with connecting to a whole different audience, that often gets missed during this season. Who doesn’t love a brand that dares to ditch the predictable and says what everyone’s really thinking?
3. Give the Clichés a Glow-Up
Whilst this may be a bit hypocritical having just gone on about going against love all together, when used strategically, clichés can be used to your advantage. Instead of avoiding classic symbols like roses and hearts, think about how you can reinvent them with a fresh, unexpected twist. Or, go all in and dial up cheesiness, creating a bold, tongue-in-cheek statement. Sometimes, embracing clichés in an exaggerated way is the best way to break through the noise!
4. Keep that Spark Alive
With Valentine’s Day all about connections, it’s the perfect chance to strengthen your bond with your audience. Consider running polls, asking thought-provoking questions, or hosting competitions that spark participation. Invite your followers to share their own Valentine’s experiences—whether it’s a dating disaster or a memorable romantic gesture. Encouraging this kind of interaction fosters loyalty and community, whilst tapping into humour, nostalgia, and relatable moments creates valuable content that keeps your audience entertained and strengthens your bond with them.
5. Play Cupid with Personalised Gift Guides
What many people struggle with each year is finding the perfect gift for their loved one (or even just remembering to buy a gift in the first place). So why not utilise this opportunity to provide advice and point people in the direction of your brand. Think beyond generic recommendations. To make this a bit more personal, think about personalising gift guides to different personalities, whether it’s promoting bits for an outdoorsy person, a foodie or a movie lover, this will help with making your content more relatable.
So, whether you’re head over heels for Valentine’s or wish you could swipe left on the whole thing, the season of love is here to stay and regardless of your stance, it’s time to fully embrace it.
With consumers actively looking for ways to celebrate (or reject) the holiday, we need to get creative with our Valentine’s messaging if we ever want to capture people’s attention!