Many consumers are besieged with mass-marketed red-hearted Valentines Day Pressure. Image from PennPoint.net

In the US, the National Retail Federation estimated that shoppers would spend $126.03 on Valentine's Day gifts in 2012, up 8.5% from 2011. Image from MediaPing.net

The true meaning of Valentine’s Day

Valentine’s Day Special

BRAND ACTIVITY

King of the Till compiled by Jason Frichol (Frich)* - Aug 31st 2012, 09:18

Show Me The Love Not The Money

Valentine’s Day Special Feature

When it comes to Valentine’s Day, retailers, brands and shopper marketers have lost their way. Although its origins might be dubious, for me than just reigniting giddiness with your partners (it’s PC in SA to include polygamists as well) but also showing others that you appreciate and care for them.

I loved it when my daughter used to give me the original V-Card and when I was young, I used to celebrate with all my single mates too. Sadly, most are besieged with mass-marketed, red-hearted Valentine's Day pressure with high-priced flowers, tasteless candy hearts and stuffed bears.

If it is the thought that counts then shopper marketing needs to do more for directionless male shoppers, frugal moms, dizzy kids, BFFs and the tumultuous tweens. Combining a few in and out limited editions at a discounted price on the gondola end doesn’t cut it.

In the US, the National Retail Federation estimated that shoppers would spend $126.03 on Valentine's Day gifts in 2012, up 8.5% from 2011. Nearly 60% of the population planned to celebrate Valentine’s Day and also planned to spend US$3.5 billion on other family members besides their spouse/partner.

Pets were unfortunately excluded from the family member classification but not forgotten – US$0.52 billion was the estimated spend. This brings the total to a staggering US$17.6 billion.

Now that summer/Xmas planning is done and you’re finalising Back To School, here’s some inspirational ideas from overseas for Valentines Day:

How about celebrating the start of the Super 16 (maybe it’s 14 or 15? Can’t keep up) with Valentine’s Day? Check out Target’s SuperValenBowl…two big dates to love.

Beautiful navigable dedicated Valentine’s Day locations that reduce angst, increase shopper delight and drive additional sales.

Phenomenal campaigns that align Valentine’s with Go Red Heart Month. Love the red wine health association, retailer going for relevance and meaning and extending occasion beyond the typical.

Getting naughty has never been more convenient. Following our small blurb on the sexual health category in grocer, here are some great ideas to extend beyond the Date Night and redefine the joy of receiving at an aisle near you.

One stop quick/new solutions offer great respite from the clutter. Quick grabs for only 75c (show everyone you care), children’s books V-Day Section, something different from a SNAG, something to last through the winter and finally Whole Food’s curates love on Pinterest.

Remember…Mo Luv Mo Money…