February is the month of love, as well as one of the most auspicious times for eCommerce, and it’s all thanks to the long-awaited (at least not by singles) Valentine’s Day holiday.
Yes, because the day of lovers represents a golden opportunity for the world of online stores. Therefore, we couldn’t help but give you some tips on how to best approach this day. As always, let’s start with the data.
All the eCommerce numbers on Valentine’s Day
According to some research, Valentine’s Day has become the second most prominent “holiday” in commerce. Assoutenti estimated that in 2022 in Italy the total spending on purchases related to February 14 was 260 million euros, with an average expenditure of 70 euros for a gift to one’s partner. Overseas, the results are also surprising: suffice it to say that in the United States the impact of this day is even greater than that of Halloween and the Super Bowl combined.
Total conversions in the week leading up to February 14 increase by an average of 24 percent, and in Italy alone in recent years the average spend on this holiday has grown by 52 percent against a global average of 8 percent. Then again, you know, Italians are romantics, but abroad they are no joke either. Also in the United States, for example, more than $18 billion in purchases are generated in the first days of February, $5.4 billion of which is thanks to eCommerce. Moreover, according to GWI, last year in Italy 45 percent of consumers said they would shop online for Valentine’s Day: 25 percent through marketplaces, 11.5 percent directly on brand websites, and 8 percent from other retailers.
Top selling products
On Lovers’ Day, let’s face it, it is quite easy to fall into clichés, and the data, in fact, confirm this. Perfumes, jewelry, flowers, intimate apparel and fashion accessories are among the best-selling products online according to Idealo, but also travel, household items, books and the ever-present chocolates. Men’s buying choices, however, differ from those of women.
What men buy online
According to Statista, the most sought-after products by men on Valentine’s Day are: pendants (92.2 percent), sex toys (64.5 percent), perfumes (51.8 percent), body care products (51.5 percent); digital watches (47.2 percent); coffee makers (20.9 percent) and watches (20.5 percent).
What women buy online
Men’s shoes (85.7 percent) and perfumes (74.6 percent), on the other hand, are the most sought-after products by women, followed by jewelry (47.9 percent), hair and beard care accessories (46.5 percent); digital watches (46 percent); sex toys (37.5 percent); electric razors (31.5 percent); sparkling wine, champagne and prosecco (33.1 percent); and, finally, coffee makers (27.2 percent).
Not just couples
Although Valentine’s Day is known as the holiday of lovers, to optimize sales, however, it is best not to focus only on the standard target audience of the engaged couple, but to offer gifts of all kinds. In fact, according to a survey by the National Retail Federation, 10 percent of Valentine’s Day-related purchases are not made for your own or your partner, but more generally for loved ones to whom you want to show your affection.
Winning the love of consumers with efficient logistics
And while we’re on the subject of love, we can’t help but give you some tips on how to win (and retain) your users.
When dealing with such anniversaries, punctuality is key. After all, no one likes to receive a gift late. That’s why eCommerce logistics gain strategic importance. For any online store, in fact, it is important to ensure that its consumers can receive the goods they order in time for the holiday in question. Therefore, an efficient, sustainable and practical method could be to offer its users the possibility of picking up their orders at Lockers and Pickup Points in the proximity of their homes or workplaces. In this way, not only is delivery always guaranteed, but the consumer can choose where and when to pick up the package with maximum flexibility, depending on their needs.
If you have an online sales channel and are interested in finding out more about these alternative delivery methods, we at GEL Proximity can help you integrate your online store with thousands of Pickup Points and Lockers already operating throughout the country and internationally. Contact us to get more information now.
And don’t forget that there is also Singles’ Day! It is celebrated on November 11 and is another mouthwatering occasion for the eCommerce world.
