Valentine's Day Boosts Small Businesses

Online ranks top in methods to reach consumers. Small businesses plan to use email marketing (76 percent); online marketing (49 percent); direct mail (25 percent); flyers (25 percent); and advertising on TV and radio and in newspapers (196 percent). Regardless of the method, timing is key to a successful campaign.

"We really suggest that people back up to 10 days to two weeks for their first mention of their Valentine's offerings, then a second [mention] about three to five days later," said Goodman. "You want to make sure people have time to respond."

The industry breakdown of companies surveyed in terms of anticipated holiday sales includes hospitality -- restaurants, travel, and lodging (76 percent); retail specialty shops, clothing stores, and florists (63 percent); and customer services, including jewelers, spas, beauty salons, fitness, and photography (48 percent).

The "2006 Small Business Valentine's Day Outlook" survey was conducted through targeted online distribution of Constant Contact customers. Findings are derived from 400 respondents. The survey was conducted from December 29, 2005, to January 10, 2006.