Valentine s Day insights. Successful strategies for digital marketers
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1 Valentine s Day insights Successful strategies for digital marketers
2 Industry trends Audience insights Seasonal trends
3 Industry trends
4 INDUSTRY TRENDS Last year, over 50% of Americans celebrated Valentine s Day 1 Greeting cards $1B Gift cards/gift certificates Candy Clothing $1.4B $1.7B $1.9B 2017 U.S. Valentine s Day gift spending 2 Flowers $2B An evening out $3.8B Jewelry $4.3B 1. Valentine s Day, Valentine's Day Consumer Spending Survey" conducted by Prosper Insights & Analytics, National Retail Federation (NRF), February 1, 2017, (
5 INDUSTRY TRENDS Candy and greeting cards were the most popular gifts Pro tip Use Enhanced Sitelinks to showcase popular gift categories 50% 47% 37% 35% 19% 19% 16% Candy Greeting cards An evening out Flowers Jewelry Clothing Gift cards/gift certificates Source: "2017 Valentine's Day Consumer Spending Survey" conducted by Prosper Insights and Analytics, National Retail Federation (NRF), February 1, 2017, (
6 INDUSTRY TRENDS The majority of shoppers planned to buy gifts in-store Pro tip Use Location Extensions to target customers near you 1. "2017 Valentine's Day Consumer Spending Survey" conducted by Prosper Insights and Analytics, National Retail Federation (NRF), February 1, 2017, (
7 Audience insights
8 AUDIENCE INSIGHTS Consumers are shopping for Valentine s Day gifts for: 54% 90% SIGNIFICANT OTHER/SPOUSE OTHER FAMILY MEMBERS (CHILDREN, PARENTS, ETC.) 20% FRIENDS 20% PETS Source: "2017 Valentine's Day Consumer Spending Survey" conducted by Prosper Insights & Analytics, National Retail Federation (NRF), February 1, 2017, ((
9 AUDIENCE INSIGHTS Use demographic targeting to personalize featured gifts, depending on the audience Men spend two times more than women on Valentine s Day Groupon Survey Reveals Men Think They Put the Most Effort Into Valentine s Day, Business Wire, February 8, 2017, ( s).
10 AUDIENCE INSIGHTS Millennials are most interested in gifting an experience for Valentine s Day. Consumers giving a gift of experience (by age) Pro tip Bundle products for in-home spa or dinner experiences 45% 40% 31% 19% 11% 7% Source: Cullen, Katherine. How Valentine s Day is Evolving, National Retail Federation, February 10, 2017, (
11 AUDIENCE INSIGHTS Entice shoppers to spend more. Highlight price points or free gifts in your ad copy. Top reasons shoppers would spend an extra $10 on Valentine s Day gifts 1 49% 36% 32% 1. Cullen, Katherine. How Valentine s Day is Evolving, National Retail Federation, February 10, 2017, ( A really good sale or promotion Seeing the perfect gift for someone I didn t originally plan to buy for A free gift with purchase
12 AUDIENCE INSIGHTS Your dream audience on the Bing Network 74.1M 604.2M 32% 51.4M total retail PC searchers total retail PC searches of all retail PC paid clicks retail PC searchers not reached on Google Source: comscore qsearch, Explicit Core Search (custom), U.S., September 2017, PC only, industry categories based on comscore classifications.
13 AUDIENCE INSIGHTS Reach millions of PC searchers not found on Google M 11.5 M Bing Network Apparel searchers Searchers not reached on Google 6.6 M 6.1 M Bing Network Consumer electronic searchers Searchers not reached on Google 2.7 M 2.6 M Bing Network Flowers/gifts/greetings searchers Searchers not reached on Google 1. comscore qsearch, Explicit Core Search (custom), U.S., September 2017, PC only, industry categories based on comscore classifications. 2.3 M 2.1 M Bing Network Jewelry/luxury goods/accessories searchers Searchers not reached on Google
14 AUDIENCE INSIGHTS Compared with Google, the Bing Network audience is: Source: comscore Plan Metrix, U.S., October 2017, custom measure created using comscore indices and duplication. Includes both online or offline purchases
15 Seasonal trends
16 SEASONAL TRENDS The week leading up to Valentine s Day was the peak time period Pro tip Choose an appropriate budget option across top categories Valentine s Day searches Valentine s Day Valentine s Day clicks Feb 1 Feb 2 Feb 3 Feb 4 Feb 5 Feb 6 Feb 7 Feb 8 Feb 9 Feb 10 Feb 11 Feb 12 Feb 13 Feb 14 Feb 15 Source: Microsoft internal data, Bing Ads, February 1 15, 2017.
17 SEASONAL TRENDS Extend your campaign to capture late celebrants Two in five (39%) Americans celebrated their love after Valentine s Day 1 46% of millennials 36% of generation Xers 27% of baby boomers 45% of students celebrated their love after February Hutchinson, Michelle. Facts + Stats, Happy Belated V-day, Finder.com, February 6, 2017, (
18 SEASONAL TRENDS Weekends were the most cost-efficient Pro tip Drive more sales with weekend-only deals for weekend shoppers Source: Microsoft internal data, Bing Ads, February 1 15, 2017.
19 SEASONAL TRENDS Mobile clicks spiked during the weekend as shoppers were on-the-go Pro tip Optimize your mobile campaign with bid modifiers Valentine s Day Retail clicks by device Source: Microsoft internal data, Bing Ads, February 1 15, Mobile PC/Tablet
![SEASONAL TRENDS Ensure coverage across these top Valentine s Day search queries Apparel jewelry engagement rings jewelry stores online jewelry stores [brand] store Food and groceries chocolate](/docs-images/78/77611741/images/20-1.jpg "covered strawberries chocolate candy cake cupcakes Occasions and gifts flowers flower delivery roses Valentine cards Valentine crafts Valentine-related queries valentine s cookies romantic things for")
20 SEASONAL TRENDS Ensure coverage across these top Valentine s Day search queries Apparel jewelry engagement rings jewelry stores online jewelry stores [brand] store Food and groceries chocolate covered strawberries chocolate candy cake cupcakes Occasions and gifts flowers flower delivery roses Valentine cards Valentine crafts Valentine-related queries valentine s cookies romantic things for valentine s day unique valentine s day gift easy valentine s day recipe valentine dessert recipe Source: Microsoft internal data, Bing Ads, February 1 15, 2017.
21 SEASONAL TRENDS Non-brand keyword coverage is essential to capture your potential customers Searches by brand and non-brand Clicks by brand and non-brand Pro tip Use Keyword Planner for keyword expansion ideas 20% 24% 80% 76% Source: Microsoft internal data, Bing Ads, February 1 15, 2017.
22 2018 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted as a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. Microsoft MAKES NO WARRANTIES EXPRESS, IMPLIED, OR STATUTORY REGARDING THE INFORMATION IN THIS PRESENTATION.
$142 14 million Call Extensions Location Extensions Location Targeting 23% more likely to have spent $500 or more on jewelry/watches/ accessories in the last 6 months Source: comscore Plan Metrix,
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