I know you’ve seen it already.
Stores full of pink, red, white. Stores full of heart-shaped “gifts”. Stores with frilly, scrolled lettering on signs.
It’s Valentine’s Day. That day where women want to feel special. That day where guys cram the grocery and drug stores at 6pm, trying to wade through the carnage of remaining cards and “gifts” to find the one left that says just the right thing. Good luck.
Call me a cynic, but that’s really what Valentine’s Day is — a holiday perpetuated by the media and retailers to create such a blissful state of idealism where the expectations of most cannot be met and the pressure to create the perfect evening causes ulcers.
THE REAL WORLD RETAILING TAKEAWAY
Tell your customers what Valentine’s Day should be.
It doesn’t have to be a card with a mylar balloon. It doesn’t have to be bad chocolate. It doesn’t have to be a last minute reservation at a sub-par restaurant.
Let’s face it. Women want it to be perfect. So if women are your audience, then empower them and tell them to make it the Valentine’s Day they want. It doesn’t have to be their significant other creating the perfect evening. When I worked in the beauty business, we simply featured items to help women make a romantic evening — bath salts, candles, body lotions and oils and everything they needed to make it a perfect evening.
If you’re a guy, then get ahead of the curve. Start thinking about it now, and do something about it. Women want to feel special, to feel feminine, to feel appreciated for being a wife, a partner, a mom, a breadwinner. Go visit your significant other’s beauty store and buy the stuff. Go visit their day spa and get a couples massage scheduled. Go hit your Whole Foods and get a bunch of finger foods and a nice bottle of wine and plan an evening in front of the fireplace. Grab a small gift, like a piece of jewelry or a bottle of her favorite perfume – it doesn’t have to be extravagant – it’s the thought that counts more than anything else.
As retailers, you have the ability to inform, educate and shape your customers’ idea of what Valentine’s Day can be. It’s as simple as setting up a small feature table with perfect Valentine’s Day gifts and informing each and every customer about it. Be creative.
What are you doing to promote Valentine’s Day in your store?