Roses, Rings and Automation: Valentine's Day Sales Peak
ROSES, RINGS AND AUTOMATION: VALENTINE’S DAY SALES PEAK BUT CONSUMERS IN LOVE WITH IDEA OF AUTOMATED PURCHASING
- Figures show Valentine’s Day week sales peak on Valentine’s Day itself
- Mobile is king again with 70% of Valentine’s Day orders coming from handheld devices, mirroring mobile majority as seen during Black Friday and Christmas
- Research from global ecommerce consultancy Wunderman Thompson Commerce shows that nearly four in ten consumers would prefer automated gift-giving
- Automatic purchasing will “put the romance back in to Valentine’s Day”
London, UK: 14th February, 2017: Tipped as the most romantic day of the year, behind the scenes it can often be the occasion making couples sweat the most – but for all the wrong reasons. Forgotten gifts and the wrong kind of present mean it might not all be plain sailing today.
Data from Wunderman Thompson Commerce's Peak Operations Centre shows a 9% increase on online orders for Valentine’s Week compared to the week before, with the majority of orders placed on Valentine’s Day itself. During Valentine’s Week last year (the seven days leading up to Valentine’s Day), there were more sessions converted on Valentine’s Day than at any point during the week (16% increase) due to forgetful lovers or simply those buying gifts for themselves.
Mobile orders also peaked on Valentine’s Day (70%), the highest percentage than at any point during the previous two weeks, mirroring trends seen during Black Friday week and the Christmas period.
Research from ecommerce consultancy Wunderman Thompson Commerce showed that nearly four in ten (39%) consumers are open to automated smart technology to buy gifts for their lovers, which would take into account previous purchasing, age, social media activity and other data to bring up a list of possible gift ideas for your partner. This could take the form of a digital assistant in a connected car, using voice recognition to alert a customer of Valentine’s Day, a birthday or an anniversary.
This is part of a concept called Programmatic Commerce – the idea of connected devices making smart purchasing decisions and is more popular with younger generations, with nearly half (46%) of 18-24s and 52% of 25-34 year olds committed to automatic orders compared to only 31% of 45-54s and 24% of 55-64s.
Patrick Munden, Global Head of Marketing at Wunderman Thompson Commerce, said: “It’s often a real difficulty for couples looking to find the right present on Valentine’s Day; forgetting a present or getting an undesirable gift are just two of the challenges faced. This is why we’re seeing more and more consumers show an interest in, and a craving for, automated purchasing, where gift options are offered to them based on their partner’s preferences and characteristics.
“This could save customers time and hassle and above all, will actually put the romance back in to Valentine’s Day – lovers will now get gifts they actually want to receive! Retailers, brands and manufacturers should also ensure that they are prepared to embrace this new automated technology – and the first ones to adopt this will reap the benefits.”