There are a few days on the calendar that companies circle each year because they represent a major spike in consumer spending.

Valentine’s Day is one of them.

Even with the pandemic playing a role, the U.S. National Retail Federation projects Valentine’s Day spending to reach a staggering USD $23.9 billion in 2022, making it the second-highest spending year on record. Put another way: consumers L-O-V-E shelling out for Valentine’s Day.

INCLUSIVE MARKETING FOR VALENTINE’S DAY

Gone are the days when Feb. 14th was reserved for romantic couples. Today, Valentine’s Day is all about expressing your love for that person (or people, or pet!) who fills your heart with joy. This spells great news for marketers who now have a much bigger audience to tap into.

So grab a box of chocolates and settle in because today we’re sharing ways to make your Valentine’s Day marketing more inclusive!

  1. Consciously Uncouple Your Campaign Strategy: This might seem obvious, but the first thing you need to do is start thinking outside the “romance” box. A 2022 marketing campaign should embrace all forms of love, from platonic to romantic to self-loving and everything in between. And don’t forget about those furry friends! If it makes sense for your brand, be sure to incorporate pets into your Valentine’s Day plans.
  2. Take An Opposite Approach: Maybe the bulk of your audience just isn’t that into Valentine’s Day. No problem! That doesn’t mean you have to close up shop and wait for Feb. 15th. Instead, we suggest leaning into the anti-Valentine’s sentiment with a campaign all its own. Get inspired with these ah-mazing marketing ideas perfect for anyone who loves to hate on Valentine’s Day.
  3. Spread the Love: While many businesses reserve their charitable giving for the December holiday season, we’re in favour of spreading the love all year long. Valentine’s Day is a perfect chance to support a charity that’s relevant to your community and/or the audience you serve.  And it doesn’t have to be complicated; simply pledging to donate a portion of your Valentine’s Day sales will make a difference and help show your followers the true meaning of inclusivity.

The face of Valentine’s Day has changed a lot over the years and frankly, we’re here for it. We hope this blog has inspired you to put some heart into your 2022 Valentine’s Day marketing plans.

XO,
The Sugars.

 

(image source)