We recently posted an article on the trends some weeks before Valentine’s Day, how many retailers were using special offers/promotions and what kind of promotions were popular among retailers for Valentine’s Day. In this article, we collected and analyzed the ads data during the week of Valentine’s Day up, to the actual day, to find out which advertisers had the most ads with special promotions and what products were the most advertised on the day. According to the National Retail Federation, online shopping was the most popular Valentine’s day retail destination, by 39%. Per the ad data analyzed from our Ad Intelligence tool, there seemed to be a big rise in the number of ads with special offers heading into the weekend of Valentine’s Day, as shown below.
We mentioned in our previous article that the average Valentine’s Day spending per person in 2021 was expected to be $164, which was a 16% decrease from the $196 average spend in 2020. As a result, we wanted to see what price range was the most popular for Valentine’s Day ads. We found that a majority of the ads with Valentine’s Day promotions were for products $50 and over, while only a small portion of the ads promoted products below $50, as shown on the graph below.
Our Ad Intelligence collected the ads data from 4 regions of the US – Virginia, Ohio, California, and Oregon. We wanted to know what kind of promotions were most used in each of the 4 regions. Analyzing the data, a 15% discount was the most popular promotion in all 4 regions, followed by a 10% discount. The 30% discount was seen on more ads than the 25% discount in the Oregon region, as shown on the graph below.
Next, we examined which advertisers had the most ads with Valentine’s Day promotions. The top 5 advertisers per our data were Bellzi.com, 1-800-Flowers.com, 1thrive.com, Purple, and Yosudabikes. The graph below breaks down these top 5 advertiser’s regional coverage. It shows that Bellzi.com, 1-800-Flowers.com, and 1thrive.com had most of their ad impressions from the Ohio region, while ads from Purple were most popular in the Virginia region, and Yosudabikes ads were more popular in the California region.
Looking into our ad impression data for the most popular products advertised with Valentine’s Day promotions, we found the following 5 products. The “Purple” dog bed was one of the most popular products, which aligns with the statistics from NRF stating 27% of people celebrating Valentine’s Day were planning to buy a gift/treat for their pets. A stationary bike was also among the top products, which makes sense as more and more people are working out from home due to the restrictions from COVID-19.
For consumers, giving gifts to loved ones (partners, friends, pets, and more) this Valentine’s Day was important and a good way to show appreciation and love, given the state of this pandemic. It is the fifth-largest consumer spending event in the US. With a large portion of these sales happening online, online retailers need to optimize their ads with the right promotions to stand out and gain an edge over the competition. With total expected spending to be almost $29 billion, this celebration will likely help boost the US economy as well. Follow our Marketing Intelligence blog for more insights on future events!