Unavoidable displays of heart-shaped trinkets, teddy bears with cupid wings and red roses can only mean one thing—Valentine’s Day is almost upon us. Champagne and sparkling wine are also on display, and for good reason. Outside of the November and December holiday, Valentine’s Day is the biggest occasion for bubbles purchasing.
Whole Lotta Love
Valentine’s Day is a $13.2 Billion holiday that over 60% of the U.S. population celebrates. A romantic dinner—at home or at a restaurant—ranks among the most popular ways for couples (and friends) to celebrate this day of affection. In fact, Valentine’s Day is the second biggest dining out day of the year, second only to Mother’s Day. This is a prime opportunity to take advantage of consumers’ fervor to spend extra on their sweethearts.
Crazy in Love
Valentine’s Day is a time that shoppers put budgets aside in the quest to show how much they care. Ensure visibility of high-end champagnes on the floor, on the shelf or on your menu to leverage this opportunity. Younger consumers are even more likely to celebrate Valentine’s Day, with millennials tending to seek out experiences versus gifting as a way to celebrate their love. Speak to this demographic with messaging about creating a romantic evening or meal at home or offering experiential programming with options like chef tables, tasting menus or cooking classes.
The Best of My Love
The average spend for consumers on Valentine’s Day is over $110 and in a recent survey conducted by OpenTable, 93% of Valentine’s Day diners said they planned to match last year’s spending – or step it up a notch! Three out of four of these diners said that if there is a food or drink that puts them in the mood, it’s Champagne or wine. Consider effective food pairings. OpenTable’s diners revealed that they consider Italian food to be the most romantic meal, with French food a close second. Don’t turn Valentine’s Day into “Singles Awareness Day” for your uncoupled customers. Only one in four diners say that an evening without a date would keep them at home on Valentine’s Day, and 76% say they would happily dine with friends on this traditional date night.
All You Need Is Love
Valentine’s Day will find a wide variety of consumers in the mood for a special night out, experiences to remember or a higher price point gift that shows they care. Make sure you have the bubbles that these customers crave to leverage all of these selling opportunities.