When love is in the air, consumers show it with both their hearts and their wallets. Last year, consumers spent an estimated $25.8 billion on Valentine’s Day—an average of $185.81 per person. Top gift categories included candy, greeting cards, flowers, evenings out, and jewelry.
And that’s just in the U.S. Globally, Valentine’s represents a tremendously popular holiday, with each individual country celebrating in its own special ways—and to varying degrees.
About 59 percent of global consumers say they celebrate Valentine’s Day, which means smart audience targeting is key to avoiding waste within holiday campaigns. By leveraging high-quality, targeted audience segments, marketers can create meaningful connections with the Valentine’s shoppers most likely to be looking for their products and be interested in their brands.
Let’s look at five ways brands can ensure they’re connecting with Valentine’s audiences in a relevant way, as well as some specific audience segments that have been proven to drive sales.
Connect with Valentine's Day Celebrators
The quintessential Valentine’s Day celebrators are romantics who embrace the holiday wholeheartedly. They’re on the lookout for gifts, experiences, and ideas to make the day memorable. Brands can engage this audience by using programmatic advertising to serve personalized gift guides or Valentine’s bundles. Social media campaigns with heartwarming storytelling or limited-time offers can also captivate their attention. Highlighting themes of love and connection in ad creatives will resonate deeply with this group.
Targeting Tip: Looking to connect with enthusiastic Valentine’s Day fans? Consider leveraging an audience segment like “Global Affinity Answers - Interest - Events - Valentine's Day.”
Connect with Jewelry Buyers
Jewelry remains a timeless symbol of love and commitment, making jewelry buyers a high-value audience for Valentine’s campaigns. These shoppers often seek quality, craftsmanship, and exclusivity. Advertisers can use dynamic retargeting and premium inventory placements to showcase sparkling collections. Incorporating immersive ad formats, such as video or augmented reality try-ons, can elevate the experience, helping consumers visualize the perfect piece for their loved ones.
Targeting Tip: Looking to connect with people who like to bring a little sparkle to their Valentine’s Day? Consider leveraging an audience segment like “Eyeota - Retail - Interest - Accessories - Jewelry and Watches.”
Connect with Chocolate Buyers
Chocolate buyers prioritize indulgence and gifting, making them a key segment during Valentine’s season. This audience often includes both last-minute shoppers and connoisseurs seeking artisanal options. Brands can leverage search and social media ads to capture impulse purchases while deploying email campaigns with enticing discounts or unique flavor offerings. User-generated content featuring satisfied customers enjoying the products can further build trust and engagement.
Targeting Tip: Looking to connect with audiences who love making holidays like Valentine’s Day a little extra sweet? Consider leveraging an audience segment like “Eyeota - CPG and FMCG - Interest - Food - Chocolate, Sweets, Cakes.”
Connect with Dining-Out Audiences
Dining-out audiences view Valentine’s Day as an opportunity for romantic meals and memorable experiences. They are often influenced by local options and online reviews. Brands in the food and beverage or hospitality space can use location-based targeting and mobile ads to promote special menus or reservation perks. Social media influencers and partnerships with review platforms can amplify visibility, while direct booking links in ads streamline conversions.
Targeting Tip: Looking to connect with people who think Valentine affections are best conveyed over a candlelit dinner? Consider leveraging an audience segment like “Global ShareThis - Food and Drink - Restaurants - Fine Dining.”
Connect with Getaway Shoppers
For getaway shoppers, Valentine’s Day is an excuse to escape the everyday and create lasting memories through travel. This audience seeks curated experiences, from romantic city breaks to luxurious retreats. Travel brands can use high-quality audience data to target this segment with retargeting ads for vacation packages or exclusive deals. Storytelling through rich media formats, like video and carousel ads, can evoke wanderlust and drive engagement.
Targeting Tip: Looking to connect with people who think nothing says “love” like exploring a new destination together? Consider leveraging an audience segment like “Global Experian Worldview - Travel and Holidays - Holiday Type - City break.”
The Valentine’s Audience Guide
So, how can brands targeting Valentine’s audiences optimize their digital ad spending to reach their best customers and prospects online? From driving awareness to engaging consumers in-market, the Eyeota Valentine’s Audience Playbook has the personas and profiles you need.
Browse our selection of audience segments built from behavioral, demographics, interests, intent, lifestyle and ownership insights. Activate our audience segments on all major demand-side and supply-side platforms to identify, reach, and engage your best target customers on audio, connected TV, display, digital out-of-home, mobile, and social channels.
Discover addressable digital audience profiles to target your ideal customers, including:
Connect with the Data Desk to request your custom audience targeting strategy today!