Valentines Day - Love Is In The Air - Or is it?

Jodie and I were discussing Valentine’s Day about 5 weeks ago, and how we were going to market the retail stores and the online store for this period of what I call 'the 2nd Xmas' for our industry. Usually it is a line ball case as to whether Xmas or Valentine’s Day is a bigger trade period for us.  We tried to find out what Valentine’s Day means for us, personally, and also what the Sextastic customers thought of Valentine’s Day. That way we could market, colour code and target a demographic of the community that would give us the best results for the business From what started out as an hour meeting, turned into a 3 hour odyssey of reflection, commitment, questioning, interrogation, and finally, the question, "Why would you want to celebrate love only once a year"??

My recovery, or 'get out of jail card', was to suggest we ask the customers as they shopped during January. The response of roughly 270 odd people to the question of,  "What does Valentine’s Day mean to you"? was not what I was expecting. My perception was that most couples would be doing something special for Valentine’s Day, whether it was a gift from Sextastic, or a dinner, or a simple bit of recognition. To my surprise most (about 70%) said that the day was either non-existent or they 'may' do something but not sure. So what the hell is Valentine’s Day then? Why do we have it? and What I am going to do on Valentine’s Day with Jodie? Do I simply say "Happy Valentine’s Day", or do I buy something??

Looking into the meaning and reasoning behind the day, it became clearer that once again religion plays a major role, then as usual, commercialism took over the day, and even changed the name of the day from Saint Valentine’s Day, to just plain old Valentine’s Day. According to Wikipedia Saint Valentine’s Day, was shortened to Valentine's Day around the late 60's. About this time it was deleted from the Roman Calendar by the Pope but its religious observance is still permitted. It is traditionally a day on which lovers express their love for each other!! (see i am right)! The actual religious connection dates back to 500AD long before Sextastic was established! But, not before sex was invented! And it is said that it is a day where girls can propose to guys.

My view is that it is really good to have a day where you can at the very least, acknowledge your special friend, lover, partner. We have so many other days that kind of bring us to attention, so why not a lovers day? Clearly I am in the minority, and the general consensus is that everyday should be Valentine’ Day, and you should not need a date in Calendar to tell someone you love them!

Fair point, so why have we been busy in the stores and online already if 70% of January customers said that it was not that important as a stand-alone day? Well I found the answer over the last few days! It seems that by talking with customers since Wednesday last week, most Valentine’s Day shoppers are either in a new relationship, trying to start a relationship, or, have been in a relationship that needs a spark, or a 'make-up' from a dispute of some sort. Fascinating stuff from a marketing point of view.

So for me I really enjoy Valentine’s Day, and for the record so does Jodie, and yes everyday you should tell your partner you love them.. The interesting thing from a retail perspective is that it would seem people are prepared to spend more per sale at this time of year because they are in effect buying not only the products, but the emotion, or comfort they are seeking in life. And at the end of the day, isn't that what we are all looking for everyday.

Happy Valentine’s Day