Home  › Stats › Audience/Traffic

Valentine's Day Boosts Small Businesses

  |  January 30, 2006   |  Comments

Mom-and-pop shops utilize e-mail and online marketing campaigns to boost Valentine's Day sales.

Small-business owners expect to see strong online sales this Valentine's day, according to a survey conducted by Constant Contact.

Fifty-five percent of small-business owners plan for strong sales leading up to February 14, and 71 percent anticipate healthy online sales. Businesses are implementing online sales and marketing plans to ensure success.

"[Many] are offline businesses who have learned to use online marketing as a key to their marketing mix," Constant Contact CEO Gail Goodman told ClickZ Stats.

Promotional offers will be implemented by 70 percent of small businesses. Sixty-eight percent of survey respondents expect customer purchases to average as much as $50.

Marketing Plans for Valentine's Day
Marketing Method Percent
E-mail marketing 76
Online marketing 49
Direct mail 25
Flyers 25
Advertising (TV, radio, newspaper) 10
Source: Constant Contact, 2006

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."

Average Customer Valentine's Gift Purchase
Amount Spent Percent
Less than $25 32
Between $25 and $50 35
Between $50 and $75 14
Between $75 and $100 9
More than $100 10
Note: Individual purchase typically spent on Valentine's day gifts.
Source: Constant Contact, 2006

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.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!

ABOUT THE AUTHOR

Enid Burns

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Stats delivers stats headlines to your inbox twice a week. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...