Valentine’s Day: Romance or Revenue?

Mobile promotions for Valentine's Day

As you continue to fill in the blanks on your 2021 promotional calendar, be on the lookout for unique opportunities that will help you stand out from the competition. If you sell pancakes and remember that February 16th is Shrove Tuesday - or Pancake Day - you should perhaps consider running a promotion on that day. 

People spend a lot of money during the main special days, which means there’s a lot of revenue out there. 

There’s Revenue in Romance 

Let’s look at Valentine’s Day, for example. In 2021, even with the pandemic, the UK spending for the most romantic day of the year is expected to reach approximately £926 billion.1 

Where will those romantics decide to spend that money? For online purchases, 74% of consumers say offers are a top factor when deciding where and what to buy2 . And 62% say they can’t even complete a purchase before searching around for some kind of offer.2 

Promotions have a lot of power, which brings us back to you and your promotional calendar. 

The Right Promotion—for You 

In current circumstances, gift cards are more desirable than ever. Whether physical or virtual, gift cards are safe and easy to purchase, and still exciting to receive. And when you can do it all on your phone, that’s even better. 

So which type of gift card promotion should you run this Valentine’s Day? Well, it depends on your business goals. 

You want to sell more gift cards. 

Our partners have seen incredible success with a simple 'Give One, Get One' promotion3 — average increases of more than 85%! When the customer buys a gift card as a Valentine’s Day gift, they get a smaller card free to use as they like.  

You want to increase basket size. 

In this case, you reward customers for spending at certain levels. If they spend £100 on their Valentine, for example, they get a £20 gift card for themselves. In addition to increasing basket size, it also drives incremental visits. 

You want to drive more app downloads. 

Rewards don’t have to be big to yield big results. When Dunkin’ Donuts partnered with T-Mobile to offer a £2 gift card, Dunkin’ Donut app downloads and loyalty enrolment doubled.  

You want to get customers back in-store. 

We all want to get customers back in-store after lockdown. If they make their Valentine’s Day purchase online, give them a £10 gift card and encourage them to spend in-store when they can. Not only does this increase traffic, but it also leads to shopper up-spend.

How Can We Help You?

Of course, Valentine’s Day is only the tip of the promotional iceberg. Watch for future blogs on Mother’s Day, Back-to-School, Black Friday and more. Meanwhile, if you have any questions—or just want to get started—Blackhawk Network are standing by to answer any questions, make suggestions or help run your programmes—whatever you need.

Let's start a conversation today. Fill out the form to your right and a member of the team will get in touch.


1., January 2021 

2.   RetailMeNot Incrementality Study, March 2018 

3.   CashStar Historical Data 

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