Small Businesses Use Online Promotions to Drive Valentine's Day Sales
To boost Valentine’s Day sales, 47 percent of small business respondents to a recent survey said they plan to offer special promotions, with the majority — 56 percent — favoring online marketing methods over traditional print and offline advertising tactics.
The survey of more than 2,500 small businesses in the U.S. was conducted from Jan. 2 to Jan. 23 by Constant Contact, a Waltham, Mass.-based provider of e-mail marketing and online surveys.
As for the type of marketing that has the greatest impact on driving sales for their businesses, 40 percent of respondents said e-mail marketing, while 16 percent said online marketing. In addition, 11 percent said direct mail; 8 percent said TV, radio or newspaper advertising; and 3 percent said flyers. Another 22 percent said other (unnamed) forms.
Jewelry? What Jewelry?
Perhaps the most telling of the survey's findings, and certainly in sync with the dour economic times, was the fact that just 6 percent of respondents ranked jewelry as the most anticipated gift for the holiday; an all-time low. Additional findings from the survey include the following:
- The majority of respondents (72 percent) believe their customers will scale back spending for Valentine’s Day this year.
- 46 percent of respondents said their customers will spend less than $25 on a gift this year, as compared to 39 percent in 2008.
- For the third year in a row, the most anticipated gift is flowers, at 58 percent, a significant increase from last year’s 41 percent.
- Candy ranked next in popularity at 15 percent.
Survey responses also revealed that 44 percent of respondents are feeling increasingly more negative about the state of the economy than they did six months ago, and 85 percent believe full economic recovery will take a year or longer.