Advertising Strategies and Lessons


Many Brands Offer Alternative And Healthy Gifts On Valentine’s Day

January 22, 2021 Sarah Cavill

Shutterstock_362450165 Red roses and heart on wooden planks. Valentines day background

Sometimes the perfect Valentine’s Day gift isn’t the traditional one. Many consumers enjoy recognizing all the loved ones in their lives with gifts, but lingerie isn’t necessarily appropriate for everyone. Valentine’s Day, though typically a day for significant others to stare into each other’s eyes, is becoming increasingly popular as a holiday to share the love with friends, kids, parents, pets and anyone who deserves a special present. Gifting companies, floral delivery services and specialty food brands are increasing their digital strategies to offer gifts for a variety of audiences.

Promotions And Targeting Help Edible Scale Sales Of Their Popular Products  

Edible, formerly known as Edible Arrangements, offers 15% off pick-up orders to any customer who subscribes with their email address, tapping into several digital tactics that can be effective for advertisers. A variety of shipping and delivery options appeal to consumers who have become accustomed to online ordering more frequently in the last year, and creating a robust email list helps brands like Edible target consumers more effectively with email campaigns and future promotions. The unique “fruit on a stick” bouquets that Edible has popularized resonate with shoppers who want something healthier and more distinctive than flower bouquets. The dedicated Valentine’s Day page on the Edible site helps consumers quickly find suggestions when searching for the ideal gift at the right price.

1-800-FLOWERS.COM, Inc. Offers Plants And Spa Baskets As Alternatives To Traditional Flowers

1800Flowers Plants And Spa Baskets

While 1-800-FLOWERS.COM, Inc. is known for having beautiful floral arrangements for Valentine’s Day, it has also recently introduced unique alternatives for consumers seeking more variety in their gifting options. Many people are focused on wellness and are prioritizing habits that make them feel good right now, especially after a trying year. At 1-800-FLOWERS.COM, Inc., many of the gifts align with this consumer trend, including spa baskets filled with soaps, shower gels and essential oils, and succulent plants that are beautiful, last longer than flowers and bring beauty inside. 1-800-FLOWERS.COM, Inc. has a variety of tabs to help easily guide consumers to the right gifts, including Galentine’s Day, Personalized Valentine’s Gifts and Valentine’s Gifts for Him, which includes a small spa box for men with soaps and beard balms. 

Shari’s Berries Differentiates With Fun Takes On Chocolate-Covered Strawberries

Chocolate strawberries are a traditional Valentine’s gift with a healthy spin, but when covered in sparkles, like those from Shari’s Berries, they are a fun and cheeky alternative to typical Valentine’s Day gifts, offering differentiation for the brand. Shari’s Berries has long been known for their unique chocolate covered fruits, and, after being acquired by 1-800-FLOWERS.COM, Inc. in 2019, the brand was able to ramp up their overall customer experience and digital platform. The increase in consumers wanting a variety of delivery solutions is reflected in Shari’s Berries offering same day delivery and partnerships with local providers.

Good4You Provides Vegan, Gluten-Free And Organic Gift Baskets, Appealing To A Larger Audience

Good4You Vegan, Gluten-Free And Organic Gift Baskets

For the health-conscious loved one that isn’t interested in the typical box of chocolates, Good4You offers vegan, gluten-free and organic gifts and gift baskets for Valentine’s Day. The Weekend Snacking Gift Basket, Gift To Entertain Champagne Board and an assortment of fruit and wine baskets are all tucked under the Valentine’s Day tab on the Good4You website as well as throughout the site. Good4You also offers customized baskets, a growing trend that caters to the options consumers are becoming accustomed to with the rise of digital ecommerce across industries.

To encourage Valentine’s Day shoppers to take action, advertisers should be deploying digital strategies early to reach consumers when they are most ready to take action. By sharing promotional offers consistently and engaging target audiences through digital channels, brands can connect with their target audiences during pivotal micro moments, driving conversions. Advertisers can find new audiences as Valentine's Day approaches, building loyalty and generating sales by providing curated suggestions on their websites, reaching out via email campaigns with alternative gift ideas, tweaking search terms and pairing purchases with promotions and discounted shipping rates.

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About the Author

Sarah Cavill

With more than 20 years of writing, editing and reporting experience, Sarah Cavill brings to Digital Media Solutions (DMS) a fine-tuned and diverse set of skills. Her work has been featured in notable publications including The Daily Muse, CBS Local, Techlicious and Glamour magazine. Sarah has a passion for current events and the deep-dive research that goes into the content development and brand identity of DMS Insights. In her role as Senior Marketing Communications Writer, Sarah contributes to the pitching, researching and writing of multiple stories published each week surrounding digital and performance marketing innovations in pop culture, news, social media, branding and advertising.

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