Retailers set for virtual Valentine’s Day sales boost
41% of UK retailers are expecting a Valentine’s Day sales boost, with an average 26% growth predicted, according to research from Barclaycard Payments.
The company surveyed 251 senior decision makers in B2C hospitality or retail with an online presence. 2,007 consumers also took part.
Two thirds of the former have invested in preparations, such as online advertising and increasing online stock availability.
Half of retailers are offering products specifically to cater for a ‘virtual’ Valentine’s Day. Whilst four in ten say the expected sales boost from the day is making them feel more optimistic about the future.
Brits celebrating the day are planning to spend an average of £36 each, equating to £787 million across the UK this year.
Ernest Jones and Bloom & Wild
Elizabeth Galton, Marketing Director at Ernest Jones, says : “The impact of the pandemic restrictions has certainly challenged us to think differently about this Valentine’s Day.”
“Despite the shift in focus from store to online, we’ve kept the shopping experience alive for our customers.”
“We’ve seen significant adoption of our personalised virtual ‘Talk to an Expert’ appointments and Live Chat service, and these are just some of the ways we have adapted our business.
She adds: “Our store colleagues have worked hard to guide clients through virtual purchases– enhancing the experience by providing all the advice and counsel they would normally receive in-store.”
“We’re pleased our virtual appointments and virtual try on service for engagement rings have been so popular with customers. As a result of these initiatives, we have seen an increase in branded and fine diamonds jewellery sales, traditionally popular time at this time of year.”
Charlotte Langley, Brand & Communications Director at Bloom & Wild, comments: "As an online brand and the inventor of letterbox flowers, Bloom & Wild has rooted itself in keeping loved ones – near and far – connected through thoughtful gifts.”
“This year we have focused on making our range more thoughtful than ever. Based on the insight that 79% would prefer a unique and thoughtful gift over something traditional like red roses, we won’t be selling them at all this year.”
“Instead, our unique bouquets are all about saying ‘I know you’ and showing how wildly you care."
