Just like several other holidays such as Mother's Day, Father's Day and Christmas itself, Valentine's Day has become synonymous with treats, gifts and, therefore, consumption. According to Facebook data, consumers plan to spend R$167 on gifts in 2019, generating R$15.6 billion in Brazilian retail.
When choosing the perfect gift, couples search on Facebook and Instagram mostly for the clothing category, followed by cosmetics, perfumes and makeup, and finally footwear.
To better understand consumer habits around this date, it's important to dig deeper into Brazilians' relationships. According to a survey conducted by Google, out of every ten people who responded, six are in some kind of relationship. Among them:
- 44% are dating;
- 43% are married;
- 8% are engaged;
- 6% are in a casual relationship.
The type of relationship also influences gift-giving preferences. Some, for example, prefer a romantic celebration at a restaurant, while others also buy gifts for themselves, to celebrate the date with something new for their partner. Between married couples and those dating, there's a noticeable difference in choices, precisely because of the type of relationship. Check it out below:
Google's research also revealed other data that's very important for advertisers:
- 63% of those dating and 50% of married couples start researching more than a month up to 15 days in advance;
- 35% of those dating buy their gift 1 week before, while 37% of married couples buy only the day before or on the day itself.
- 30% of those dating buy their gift online, while 37% of married couples choose to make their purchase online.
With the rise in online shopping, shopping app downloads grew both for fashion retailers (10%) and retailers in general (7%). And what people look for most is a low price. A survey conducted by Facebook found that 50% of people consider product price to be the most important purchasing factor, followed simultaneously by better discounts and product quality.
To make the most of this opportunity, brands need an efficient operation that delivers convenience, since 65% of consumers told Google they prefer products with delivery times of up to 3 days.
Finally, another point raised by the Google study showed that brands featuring diverse couples achieve more success in their sales. In other words, people want to see more inclusion in campaigns, with different profiles: this includes trans couples, gay couples, and couples of different ethnicities and ages.
On Valentine's Day, we work with a diverse audience, with different styles, quirks and habits. That's why we must understand which of these audiences connect better with each brand and product to generate different conversations that attract and win over these lovestruck consumers.
Enjoyed this article? Stay tuned to the On Blog and check out other insights on Digital Marketing, entertainment, current events and much more.
https://www.facebook.com/business/news/dia-dos-namorados-2019/
