Monday, January 16, 2017

Amazon Valentine’s Day strategies

January has almost concluded! Moving to February, what is the first thing that comes to your mind when I say February? Valentine’s Day! Duh! Isn’t that quite obvious? Maybe not all that obvious! Most of them eagerly wait for Valentine’s Day to express their love to their dear and admired ones. Some say what is all the hype about Valentine’s Day? Isn’t it just another day? Do you have to wait till Valentine’s Day to express your love to somebody? Isn’t just possible on another day? Honestly, what is the big deal about it? No matter how opinionated you and I are on Valentine’s Day, there are tons of people around the world who celebrate this day of love with their beloved ones.

Every year, there are various holiday seasons such as Thanksgiving, Christmas, New Years, Friendship Day and Easter. All these are festivals which you celebrate with family and friends but Valentine’s Day is one such occasion which is uniquely meant for your love. They want their special ones to be cherished and adored that day with ornate presents. Amazon has these great deals for Valentine’s Day every year. What better place to shop these presents than Amazon?  This season of love, why should it be only buying gifts for your loved ones, it should also be the season of making a favourable rate of profits for the vendors. Are you an online vendor? Amazon’s Valentine’s Day sales are on the way and there are discrete reasons for the vendors to feel the happiness.

For online and offline retailers, Valentine’s Day is an opportunity to break through their product branding, increase proceeds, broaden customer base, get more clarity on search and may also stand a chance to get supplementary opportunities.  Here is a game plan for all you vendors to increase your sales on Amazon this Valentine’s Day.

1. Focus on AdWords!
AdWords are the most essential element of an online business. It’s very important to kick off your advertisements early in this business. Many retailers start advertising by Q4. The sooner you start advertising the products, the better returns.
Advertising early will boost the sales opportunities as you get more visibility compared to others. More importantly, it gives you an all inclusive detail of the seasonal business and helps you retarget the market if you were making any mistakes. It gives you the opportunity to make amendments and helps you hit the bulls-eye.
Commencing your AdWords late would only target the last minute shoppers and I cannot assure if that could get you a good harvest that season.

2. Analyse previous year’s Valentine’s Day bestsellers.
Valentine’s Day E-commerce market is brimming with red heart shaped pillows, teddy bears, chocolates, customized bouquets for that special one and it goes on. The list is ceaseless. As soon as you open a search engine, you find heart shaped display ads, promotional offers, customized messages that are gratifying to anyone who is looking for a gift.
Now, what you need to do is inspect and evaluate the previous year’s best sellers. You have to read, consider and figure out 2014, 2015 and 2016’s best sellers and their success review. In addition to your analysis on Valentine’s Day best-selling products, don’t forget to audit your competitor’s performance from the previous year’s which can just help you up your own game.
Popular Valentine’s Day gifts are Chocolates, Flowers, Cards, Jewellery and Gift Vouchers. Or maybe even a good candle light dinner date.
To be more clear-cut, few best-selling products are Victoria Secrets’ Brand, Handbags from Coach, Michael Kors or Kate Spade, Heart Shaped Accessories, Polaroid Cameras, etc. If you are a trader of any one of these best sellers, it’s important for you to review the products on their overall performance, check their corresponding metrics from the previous year and research on how profitable the product is to sell it this year.
However, if you are not a vendor of any of these products, put up flash sales on unique products that are convenient and valuable for Valentine’s Day.

3. Use appropriate and relevant keywords.
A shopper can search for his/her gift under numerous and discrete categories available on a search engine. For example Valentine Day Gifts for Him/her, Valentine Day Candlelight Dinners, Valentine’s Day Romantic Outings, Valentine’s Day DIY Gifts, etc.
For your deals or coupons or products to be visible and eye-catching during a search, you must use the keywords. I cannot stress more on the fact as to how important it is to use the appropriate and relevant keywords for your product to be visible on a search engine.
Acknowledge all the keywords that can be used for Valentine’s Day related products and services available on the Internet. For example Valentine’s Day, When is Valentine’s Day, What is Valentine’s Day, Gifts for mother/father (Yes, there are people who like to celebrate Valentine’s Day with their parents), etc. The vendor has to use the right keywords to match up to all the searches and grab dominance and preference with separate ad groups and keyword campaigns.

4. Be Pet-Friendly!
Who doesn’t love pets? They are so cute and adorable. Anyway, what’s startling here is that Americans spend big bucks on their pets every Valentine’s Day. According to a research, Americans are assumed to spend over $600 million on their pets every Valentine’s Day. People love their pets!  They really do!
So, if you are one of those who sells pet-related products, be ready to make plentiful of proceeds. Products such as leashes, collars, pet hair clips, pet apparels, etc or even pet treat such bubble bath, grooming sessions, etc. sure make big bucks every year. So, make sure you have eye-catchy deals on pet-friendly products and don’t sell out as this trend is not going to stop anytime soon.

5. You should be Mobile Optimized.
Who doesn’t own a smartphone in the present day? Everybody has it and everybody needs it. Smartphones can keep a track of your life at your fingertips. The majority of American shoppers own a smartphone as it saves time and things can be done in no time.
Most of the men have absolutely no patience and time to go in store and shop! They all shop online as it easy and quicker. So, you make sure you are organized to optimize mobile target with Geotargeting and your ads are mobile optimized.
Geotargeting facilitates you to target geographically where you are reaching out to customers of different regions and cultures which enable more refined testing of offers and promotions. Traditional methods of advertising such as television, radio and print media don’t allow real-time feedback and increases costs of the campaign. But geotargeting is more flexible and helps you save a lot of time because it is digital and nature real-time feedback is available which allows the vendor to increase his budget for an on-going campaign that is yielding good harvest or stop a campaign midway if it has underperformed compared to their expectations.
Ensure, you are setup to optimize mobile target with geotargeting.

6. Fancy Ads and Valentine Pages are more likely to get clicked.
During Valentine’s season, it’s usually men who shop more than women. Probably to make up for their earlier mistakes. Just kidding! But it is true that men spend more on Valentine’s Day than women.
Recognise the queries men usually search for and the Ad copy which will overture to that demographics such as Chocolates, Valentine Day’s Gifts, Romantic Holidays, Handbags, Love, etc. If you are not the one selling any of these items that fall under the Valentine’s Day concept, you can still sway Ad copies to boost clicks and sales during the season of love.
Plenty of online stores features specific landing pages for Valentine’s Day and Valentine’s Day products. Fancy advertisements, corny lines, and eye catchy deals land you to Valentine’s Day pages in PPC ads that appeal more to relevant shoppers and have all the significant information leading the customers to relevant pages.
Research and recycle through competitor’s products and common Valentine’s Day advertisements and landing pages to get some inspiration and boost the click through rate of your website.

7. You should be user-friendly!
Valentine’s Day shopping is not easy. It can be quite tricky. Most of the people would like to purchase the items in-store because they don’t want to go wrong in choosing the gift for their loved ones. They want it to be the ideal gift and make their loved ones feel special and make it a memorable day for them. This is possible when the vendors enable their location and call extensions in their advertisements.
Location extensions are massively used by B&M retailers who willfully push the shoppers to the stores and as per resources, location extensions generate 10% surge clickthrough rate. By providing the location of your store and phone number in your Adwords, it gives you an opportunity to reach out to new customers. It is also said that cross-device promotion and information from the online ads boost in-store sales.
On the other hand, call extensions put your business number right at the fingertips of an approaching customer with a click to call button. Most of the shoppers call an advertiser by clicking a phone extension as it makes their work easy and quick. This works out best for new shoppers as they are not very familiar with online shopping. They can just call the advertiser directly and inquire about their products and clarify all their doubts. This is a great resource to push people to brick and mortar stores and to strengthen phone sales.
Just by modifying your location extensions on the advertising campaign and elevating them with geotargeting makes it an easy access to data and also increases clickthrough rate. Also, by recording the phone sales and cross-device activity aspects Valentine’s Day sales and improves PPC campaigns for the remaining year.

8. Demographics and Promotions!
Demographic targeting with Adwords grants the vendors to aim at the right kind of buyers based on their quality and traits. Once you perceive the concept of Valentine’s Day market, divide the market based on gender, age, and parental status. For example, if you’re focusing on parents shopping Valentine’s Day gifts for their children keep their age factor in mind and increase Ad bids and budget to it.
Shoppers love sales! Tell me who doesn’t love sales? Whether you sell Valentine’s Day related products or not, you can still run Valentine’s Day sales and feature that promotion in your PPC ads.
The endeavor, amount of time and energy marketers put in generating personalized advertising campaigns for alluring people who visit online retailers to shop a gift for that someone special is overlooked.
I hope this article helps you boost your sales during the forthcoming Valentine’s Day. All the best!


Author & Editor

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