If the experts at Snapchat are to be believed, shoppers are indeed looking forward to celebrating Valentine’s Day this year.
According to a survey of users in the United States and internationally, of those celebrating Valentine’s Day, 82% plan to spend it connecting with the most important people in their lives.
And it looks like they plan to do so with goodies. According to data from the social media platform, of those chatting about Valentine’s Day, many are also using words such as gift and present. In the United States, users seem concerned with flowers, roses, and candy. Most other countries from which data were sourced have the same vibe, with one important tradition—the word single. So, it looks like users Australia, Norway, Sweden, France, Germany, and the United Kingdom all plan to celebrate, whether they’re involved with a significant other or not. Self-gifting, anyone?
In that vein, those who self-purchase may be inclined to do so on the actual holiday, as opposed to those shopping for others, who would want to plan ahead, especially when factoring in shipping and such when purchasing online. When it comes to advertising, Snapchat suggests marketers aim strategically, with the most chatter about the holiday reportedly clocking in at 9 a.m. on Feb. 14 (according to data from 2021). Brands need not have an augmented reality (AR) campaign on Snapchat to heed the advice—surely the conversation will translate to other platforms where sales happen too.
Speaking of which, Snapchat says that 74% of its users who utilize AR do so for shopping—“trying on” sunglasses, earrings, and so on—so incorporating that technology into your social media sales strategy would be an excellent use of resources (some brands, like Lydia Courteille, have done this).
If you think Valentine’s Day a hokey holiday, that’s OK—others do, too, and that’s why they love it. Snapchat says the holiday is “all about the cheese factor” and leveraging creative elements in hearts, roses, and red lips in their AR (though, again, this could theoretically be applied to other elements of a campaign as well).
You can visit Snapchat’s business blog to see a couple of case studies in which brands embraced the Valentine’s Day vibe, but the bottom line seems to be don’t miss out on your opportunities this year—and have fun with it.
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