Valentine’s 2019: three key themes

Date : 14 February 2019

We identify common trends shaping Valentine’s retail execution this year.

Dine-in inspiration

Meal deal for two mechanics continue to be a popular option at Valentine’s, with a wide range of choice across the market.

Among those celebrating Valentine’s Day this year, the majority of UK shoppers (68%) are planning to eat at home, according to new Shopper Vista research. This enables retailers to drive trade-up with premium meal deals.

While Asda and Morrisons are offering £15 deals, other retailers are positioned at £20, representing excellent value for money compared to dining out. These include a three course dinner, plus drinks, and in some cases, extra treats such chocolates too.

Source: IGD Research

Whilst we continue to see lots of traditional menu choices such as steak and chocolates, there are some new additions. M&S stood out for its range of vegetarian options included in its meal deal, such as ricotta stacks and sweet potato falafels (also vegan).

Broadening the event’s appeal

A number of retailers and brands are working hard to broaden the appeal of the event and attract a wider audience.

Selfridges embraced the theme of self-love with its I Heart You, I Heart Me campaign. As well as traditional gifting for loved ones, the campaign encouraged individuals to treat themselves and their bodies to a range of healthy products.

Colgate launched an instagram-friendly Valentine’s themed toothpaste in a number of markets, a great example of innovation in a less traditional category.

Source: Redmart

Emphasising value

Our ShopperVista research has found that 47% of shoppers look out for promotions during seasonal events. Communicating discounts and offers can help increase purchases.

Lidl UK enhanced its value credentials by comparing the price of a full Valentine’s Day meal, with a bottle of champagne at Morrisons. This is a tactic that Lidl often uses to demonstrate its price competitiveness.

In Northern Ireland, the retailer is also offering buy-one-get-one-free on prosecco on 14th February only.

Aldi offered a Valentine’s bundle deal, for £9.97 shoppers could pick up a packaged rose, cupcake, bottle of Cava and a card.

The strategy helps to save shoppers money as well as encourage shoppers to pick up all their Valentine’s gifts at Aldi.


Want to know more?

Retail Analysis subscribers can read and download our Valentine’s Day 2019 presentation here.