Valentine’s Day is huge for retail brands: according to Mintel, on average, UK consumers spend roughly £41 on Valentine’s Day gifts for loved ones. Roughly £470 million is spent on Valentine’s gifts in the UK alone.

Last year, online purchases for clothing, jewellery, gifts and health and beauty all rose by more than 10% YoY, driven by a huge uptake in mobile shopping. To make sure they capture Valentine’s Day shoppers, retail brands need to invest in optimising display and retargeting campaigns.

Here are AdRoll’s top 5 Valentine’s Day marketing tips for retail brands:

1. Use advanced segmentation to deliver personalised ads

Create audience segments based on user demographics and which product pages they visited. Men who browsed your site for women’s jewellery or beauty products are likely to be shopping for a significant other. Help them to find the right gift by retargeting visitors with themed creative and messaging: “Something she’ll love,” or “Gifts to make her smile”. Valentine’s Day is a great time to start dynamic ad campaigns that drawon an individual shopper’s browsing history, and serve custom ads with personalised recommendations and messaging.

2. Maximise real estate on mobile

According to Mintel, mobile shopping soared last Valentine’s Day, accounting for 36.8% of all online traffic and 17.2% of all online sales. Social influences shoppers as they browse social networks for gift reviews and referrals. Shoppers that are referred from Facebook spend an average £41 per order. Reach your customers where they are by setting up mobile and social campaigns in addition to web retargeting—and optimise your mobile site to create a seamless experience for shoppers.

Create a consistent cross-device campaign

3. Be consistent with messaging and creative

Your cross-device campaigns should send the same message to maintain a consistent user experience. Consistent creative and messaging in the run up to Valentine’s Day will build familiarity and recognition with your brand. Your creative should also reflect the spirit of Valentine’s Day, both with text and colours.Maximise your impact across all devices by uploading ads in the most popular sizes for different channels and devices.

4. Optimise landing pages

Make sure your customers land in the right place when they click on one of your ads. If your banner says “Best Gifts for Him,” it should bring users to a page with best-selling product recommendations for men. Consider offering shopping tools on your site to help gift-givers hone in on hot items. Give shoppers options to filter products by price, style, reviews, etc.

5. Promote promotions

Both thoughtful shoppers and impulsive last-minute buyers will be looking for a deal; offer free shipping for Valentine’s Day or custom gift wrapping to help drive conversions. Promote discounts that will help encourage shoppers to pick you over your competitors.

If you’re looking to capitalise on seasonal trends and have vertical experts help to increase your site’s performance levels, get in touch with us now.