The business of love: Maximising profits for Valentine’s Day

As the seasons start to change, February stretches out before us. Valentine’s Day is almost here! For retail and hospitality businesses, one of the busiest weeks on the calendar is just around the corner. As business owners, the holiday of love is an excellent chance to maximise profits and start to shake the after-sales slump from our shoulders. 

The beauty of Valentine’s Day is that it’s a relevant holiday for both hospitality and retail businesses. For retailers, you can optimise your existing stock to target customers looking for gifts for their significant other. Hospitality businesses can bump up their bookings with couples making the night special.

When handled correctly, Valentine’s Day can be a huge boost to your business. In this blog, we’ll be exploring ways you can make the most out of this special holiday as we head into spring. 

Easy ideas for Valentine’s Day 

If you’re not getting prepared for Valentine’s Day, you’re leaving profit on the table. To help you make the most out of the holiday, we’ve prepared a list of simple things you can do to draw lovestruck couples into your business. 

Spruce up your decor

Valentine’s Day has one of the strongest visual identities of all the holidays. Deep reds, cheery pinks, and all the cupids and hearts you can handle. A little touch of romance can have a big visual impact and signal to your customers that you’ve got the holiday-themed products and services they want.

As long as you stay within the basic colour scheme, you don't need to break the bank to redecorate. Roses, balloons, and heart-shaped objects are easy to get hold of and add that special ambience to your business. 

Window displays are great ways to show off your special decor and immediately engage that all-important foot traffic as they walk by. If you have the time and budget, you may consider altering your signage to better reflect the holiday. In-store, romantic music is an excellent way to set the mood. 

And don’t forget about your digital presence! You might consider adding a new themed header to your website (highlighting a group of Valentine’s appropriate products) or your social media headers and graphics.

Send out excellent emails 

For many businesses, email marketing is the lifeblood of their marketing strategy. It is a quick, easy, and cheap way to get the word out about your business, announce special deals, and engage with your customers. By utilising your email list in your Valentine’s Day promotion, you can help ensure your most loyal customers choose you for their Valentine. 

How to build your email list using Valentine’s Day:

Building an email list may seem intimidating, but in reality, it can be a very simple process. In-store, on your website, and on your social media, all you need to do is ask your customers whether they’d like to join your list. Some people may be wary about giving out their email, so you can sweeten the deal with a special themed offer if they sign up before or during Valentine’s Day. (Ensure you have room in your budget for this offer!) 

How to use Valentine’s Day offers in your emails:

If you have a healthy email list, all you need to do is concentrate on promoting holiday offers like a Valentine’s Day special. 

• Make sure your email content is well-formatted and engaging with your special offers front and centre.
• Use themed imagery in your graphics and colour in your email to draw attention to your offer or call-to-action. 
• Segment your audience to tailor your email offerings based on preferences, behaviour or demographics. This way you can send more targeted promotions to specific groups, without overwhelming your entire email audience.
• Sending a series of promotional emails? To ensure maximum uptake, send your promotional emails at a staggered rate so as not to overwhelm your customers. 

Have a Valentine’s special 

Valentine’s Day is a traditional holiday with a history going back hundreds of years. With this in mind, the traditional way of drumming up business, a holiday-themed sale, is an excellent option to clear stock and maximise profits. 

Your holiday-themed sale should play to your strengths as a business. If you’re a retailer and you don’t have time to get additional stock in, look at your existing inventory and think about how you could use it in a fun Valentine's-themed way. 

Looking for some inspiration for your offers? Try out the following:

• Valentine’s Day-themed discount codes (or discounts for early shoppers!)
• Gift guides by relationship status (For example, “For your first Valentine’s Day”, “Gift for long-term partners”, or “Gifts for self-love”)
• Gift bundles (Such as a “Date night in” bundle, including items like candles, snacks and entertainment options)
• Limited-edition Valentine’s Day products
• Flash sales and countdowns (This helps to encourage urgency)
• Personalised gifts (Share creative ways customers can personalise their purchases for a thoughtful touch, such as adding names or short messages)

With that being said, you must ensure that your sale is properly promoted. After all, your customers can’t take part in the heart-themed fun if they don’t know it’s happening! Your social media channels are a great way to get the word out, sharing your available offers and even fun Valentine’s Day-themed promotional codes that can be used on your website for a discount. 

Bear in mind that to truly maximise your selling opportunities, you should aim to start the sale on Monday 12th February 2024 and extend it to the 18th February 2024. This will give you a full week to attract customers. 

Hold an event

Couples are always looking for something to do on Valentine’s Day and if you host a fun love-themed event, you can attract them like moths to flame. If you open up the event to non-couples, you can even reach a demographic often forgotten during the Valentine’s excitement. 

Think about your business and what kind of event you can host. Raffles, free food tastings, local DJ residencies, and customer-appreciation options are great for Valentine’s Day as they can still be romanced-themed without alienating single pringles. 

If you have the space, budget, and time, the sky is really the limit when it comes to the kinds of events you can host. As long as it has a Valentine’s theme, you’ll almost certainly attract a crowd. Have fun with your idea, and watch the profits roll in. 

Be data-minded

The wonderful thing about trading in the modern world is that past sales data can help us build better tomorrows. Valentine’s Day is an excellent opportunity to make informed, data-driven decisions based on last year’s performance. 

Modern point of sale (POS) systems, like the Epos Now Complete Solution, compile sales data as you trade. This data is then rendered into easy-to-understand business reports. When you’re looking to maximise your profits, these business reports are worth the POS system’s weight in gold. 

Historic reports from Valentine’s Days of the past show you what sold well and what didn’t. Using this information, you can tailor your offering to ensure that your popular products, services, and dishes are front and centre. 

Navigating the business of love

Valentine's Day in the retail industry requires a thoughtful blend of creativity, personalisation, and strategic marketing. By tapping into the emotional aspect of the holiday and tailoring your offerings to diverse relationship dynamics, you can not only maximise profits but also cultivate lasting connections with your customers. 

While business owners, like you, can often feel the pressure of getting a deal right to help grow your business, the pressure is on your customers too, as many people still look for a gift on the day. So a well-timed sign or email saying, “Did you forget about Valentine’s Day too?” could connect with customers looking for last-minute deals.

Remember, it's not just about the products; it's about creating memorable experiences and offering solutions that resonate with the spirit of love. We hope your business finds success this Valentine’s Day, making it special for all!