Romance Is Boring: Did Marketers Skip Valentines Day 2015?
It just seemed a bit, you know, halfhearted this year. Oh, not Valentines Day itself—just the marketing effort put forth by a lot of brands and businesses during the run-up to Valentines Day 2015. While many were celebrating with that special someone, brands didn't seem to be cozying up to much of anyone.
While for many companies Valentines Day marketing comes easily—think greeting cards, florists, candy companies—other brands might have shied away from wanting to step on any toes or break hearts with mixed messages. It's better to err on the side of caution than risk alienating a portion of your audience with an overly cloying Valentines Day ad. Sometimes slow and steady is the best way to someone's heart, after all.
Another reason for the seemingly reduced amount of marketing around the holiday this year might coincide with the generational shift of romance and marriage to the mid-to-late twenties part of life. As millennials enter the workforce and increase their buying power, the marketing world has to increasingly adapt messages to suit where the dollars are coming from. And currently, we may be entering a time where lots of spend is coming from those who either don't have time for, or are fed up with traditional notions of romance—Valentines Day, in a nutshell.
So what's a brand to do? All dressed up and no one to market to. Keep things casual for now, sticking with the conversation without showing your hand. Millennials have been shown to prefer a realistic, consistent brand, rather than one who loads on the sappy. After all, it's about the REALationship, right?