Although trends in gift giving have significantly changed over the last decade, there is a steady, and unsurprising, rise in three verticals: beauty, accessories and travel.<\/p>\n
According to AdRoll EMEA\u2019s data<\/a> [1], the beauty sector experiences a 78% increase in sales during the week leading to up the Valentine\u2019s Day. The click-through rate within the industry is 80% higher throughout the week of V\u2019Day, with four times the conversion rate to previous weeks.<\/p>\n Other verticals benefit too, especially the specialised retailers, such as adult accessories or lingerie, observing a 55% increase in sales. Additionally, the average basket value jumps by 20% between 2016 and 2017 as shoppers aim to treat their special someone, or themselves.<\/p>\n Unsurprisingly, our own data [2] confirms these trends. An astounding 85% increase in Fashion sales between 2015 and 2017, with Beauty in close pursuit with 45%. However, in the run-up to V\u2019Day in 2017, the best performing sector at Webgains was Electronics and Tech, with a 50% increase in sales between 2016 and 2017 and an impressing increase of 175% between 2015 and 2017.<\/p>\n Here are the top five most sold products in the UK during the 2017 Valentine\u2019s period: In comparison, in the USA the most bought item was a fashion accessory – a round beach throw. Both in Germany and Spain apparel products topped the list, while in France the top sold item was jewellery.<\/p>\n This data corresponds directly to the level of gift searches in the run-up period, with 49% being \u2018gifts for Her\u2019 and only 25% for Him<\/a>. Interestingly, 2% users look for \u2018long-term relationship style gifts\u2019 \u2013 some heating oil, anyone?<\/p>\n Make the most of 2018<\/strong><\/p>\n Our publisher team has put together a list of tips which will help you make the most of this year\u2019s Valentine\u2019s Day shopping spree.<\/p>\n 1. Start with an audit.<\/strong><\/p>\n To make sure you\u2019re promoting as many relevant clients for the period as possible, review your current programmes and adjust where necessary. Check that your links are working correctly and that you have the most up to date offers live. 2. Get your timing right!<\/strong><\/p>\n The weeks before Valentine’s Day are best for offers those planning ahead are exploring the options; but you also expect traction with last-minute purchases, especially with clients that offer next day or same day delivery \u2013 like Virgin Experience Days! 3. Invest in experience.<\/strong><\/p>\n The experience industry is expecting a significant update this year \u2013 try and form content that will help inspire such purchases. Letting your consumers know the offers that are available is one thing, but you are more likely to reach a conversion if you suggest an \u201cout of the box\u201d idea that is going to give your user the edge when it comes to impressing their other half.<\/p>\n 4. Keep the momentum going.<\/strong><\/p>\n Although traffic starts to peak during the week prior as you may expect, but you may not be aware that Valentine\u2019s specific search terms are still very popular right up to the holiday itself and a high volume can still be seen AFTER the day itself (from those who probably forgot).<\/p>\n 5. Know your clients and audience.<\/strong><\/p>\n This goes without saying, regardless of the holiday. Make sure you select brands that sell products at a price point and within a category that is most relevant. If your site can offer personalisation, then even better!<\/p>\n If you have seasonal specific opportunities for advertisers to the book, such as seasonal category sponsorship or themed newsletters, be clear with outlining the exposure on offer, including what the brand can expect, placement details, deadlines for involvement and costs. You can always share this with Webgains, and we can help to promote such features.<\/p>\n <\/p>\n Top UK programmes to join right now<\/strong><\/p>\n
\n1. Shoes
\n2. Make-up
\n3. Heating Oil \u2013 keeping your loved ones warm throughout the winter is truly a gift from the bottom of the heart
\n4. USB memory bank \u2013 somewhere to store thousands of photos of your other half
\n5. Lingerie and adult toys<\/p>\n
\nUse our Offers section of the Dashboard to hunt down the best Valentine\u2019s Day deals.<\/p>\n
\nLast year at Webgains the sweet spot for traffic growth was on the 8th and 9th February, giving consumers the best chance of a deal and plenty of time for shipping.<\/p>\n
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