Win Love and Dollars

Valentine's Day 2021

with Google
Clint Truong
toainguyen@google.com
Insights Summary

Valentine's is the 3rd largest gifting occasions in the year

Couples & Singles spend on average $71 per item for Valentine’s gifts

Personalized gifts & experiences are most sought after

Agenda
Why you should not miss out on Valentine’s sales opportunities

Who you should target this Valentine’s season

What you could offer to your customers

How you could succeed with Google

Why
 Valentine’s related searches grew 25% YoY

What this means: People are more and more interested in Valentine's as a key annual event

Source: Statista - 2020, Google Internal Data

 Valentine’s is the 3rd largest annual gifting opportunity

What this means: Valentine's is a sales opportunity, with high commercial-intended searches

Source: Statista - 2020, Google Internal Data

 Valentine’s spending increased sharply by 50% last year

What this means: Valentine's commercial intent on Google translates to actual growing revenue

Source: Statista - 2020, Google Internal Data

 COVID has increased distance and also our need to show love

2021

What this means: We expect demand for gifting to continue to rise sharply, not despite of COVID, but
because of COVID

Source: Statista - 2020, Google Internal Data

Who
 Couples & Singles shop for Valentine’s, spending $71 on avg
per item

What this means: Diversify your offerings to cater to the wide spectrum of V-day customers,
including Singles

Source: Statista - 2020, Google Internal Data

 Each customer group has unique needs and searches

Top Engaged Top Married Top Couple Top Singles

Searches Searches Searches Searches

fiance valentines card valentine day gift for wife valentines gifts for him galentine's day
happy valentines day to my happy valentines day to my best valentine gift for galentine's day 2021
fiance wife girlfriend single on valentines day
Valentine’s engagement valentine gift ideas for wife
valentines day gifts for spending valentines alone
gift ideas romantic valentines gifts
for wife boyfriend single valentines day ideas
things to get your girlfriend things for singles to do on
for valentine's day valentine's day
unique valentines gifts for him deals for singles on
valentine's day

What this means: Leverage free tools such as Keyword Planner and Google Trends to dig up top
searches from your customers

Source: Statista - 2020, Google Internal Data

 Gifts for Singles & Galentine’s are the breakout category

What this means: Galentine's Day is celebrated on February 13. It's a day for celebrating the love you
have for your lady friends, whether they're single or not.

Source: Statista - 2020, Google Internal Data

 Men set aside more budget for V-day

What this means: Make sure you have a wide variety of “gifts for her” vs. “gifts for him”

Source: Statista - 2020, Google Internal Data

 35-44 spend the most, followed by 25-34

What this means: Make sure the designs of your products match the needs of these groups of
customers

Source: Statista - 2020, Google Internal Data

What
 “Experience” is the breakout gift category for V-Day

What this means: To capture V-day demand, your products either need to be an experience or create
an experience

Source: Statista - 2020, Google Internal Data

 Personalized gifts have become the new normal of gifting

+57% Top Personalised Searches

personalised valentines gifts for him

personalized gifts for boyfriend

“Personalized gift” personalized romantic gifts for him

“Personalized
gift” 2019 name necklace for girlfriend

initial necklace for girlfriend

2016 personalised teddy bears for girlfriend

What this means: Investment in personalization technologies (name, photo upload, cartoon, etc) will
pay off in sales seasons

Source: Statista - 2020, Google Internal Data

 Customers are open to exploring and discovering new ideas
Top Creative
Searches
creative valentine's day
gifts for boyfriend
creative valentines gifts for
him
creative valentines gifts
most creative valentine's
day gifts
What this means: Leverage generic searches to expand your product reach
Source: Statista - 2020, Google Internal Data
Top Care Searches Top Funny Searches Top Last-Minute Top Long Distance
Searches Searches
valentine's day care funny valentines gifts
package
last minute valentine's day long distance valentines
valentines gag gifts ideas day gifts
valentine's day care
package ideas
silly valentines gifts last minute valentines long distance relationship
valentine's day care delivery valentines day ideas
package ideas for quirky valentines gifts for him
boyfriend
last minute valentine's day ldr valentines day ideas
novelty valentines day gifts gifts
How
Products

Website

Feed

Ads
1. Product Strategy: Brand Your Product As An Experience

Top Experience Valentine’s Day Home

Searches Decor

Romantic dinner Blanket

Valentine’s day dinner Canvas
Valentine’s day meals Poster
Romantic dinner for Mug
two Doormats

What this means: Think about how your current home decor products (blanket, mug, canvas) can be
tied back to the indoors romantic experience
1. Product Strategy: Expand Your Product Offering

+24%
YoY

+15%
YoY
1. Product Strategy: All Surfaces Can Be a Greeting Card

What this means: Greeting cards and messages are a staple of Valentine’s. The good news is, a
message can be printed on any surface. Enable customers to personalize their messages on your
products.
 1. Product Strategy: Don't Forget Singles

What this means: Valentine’s is a celebration of love, which comes in all shapes and sizes. Products for
best friends, family, co-workers can be re-branded into a celebration of love for sale during V-day
Products

Website

Feed

Ads
2. Website: Let Them Know You Are A Valentine's Pro

What this means: Create a curation of V-day products, re-write your About Us / Promotion / Why Us
section to show that you are the ultimate V-day gifting destination
 2. Website: Adapt Your Review Section

What this means: Wherever possible, you should customize the looks and feels of your website to
V-day. This can start with showing reviews from previous happy couple customers.
 2. Website: Enable Them To Spread The Love

What this means: Coming up with a meaningful personalized message is hard, guide your customers
along by having templated messages for them to choose and build up from
 2. Website: Help Them Pick Out The Perfect Gifts

by products

by occasions

by recipients

by price

What this means: Valentine’s Day customers are a diverse bunch. Help them find exactly what they
need in an instant by re-organizing your website categories
Products

Website

Feed

Ads
 3. Feed: Add In Top Keywords To Title & Description
Top Engaged Top Married Top Couple Top Singles
Searches Searches Searches Searches

fiance valentines card
happy valentines day to my
fiance
Valentine’s engagement
gift ideas
valentine day gift for wife valentines gifts for him galentine's day
happy valentines day to my best valentine gift for galentine's day 2021
wife girlfriend single on valentines day
valentine gift ideas for wife
valentines day gifts for spending valentines alone
romantic valentines gifts
for wife boyfriend single valentines day ideas
things to get your girlfriend things for singles to do on
for valentine's day valentine's day
unique valentines gifts for him deals for singles on
valentine's day

Top Creative
Searches
creative valentine's day
gifts for boyfriend
creative valentines gifts for
him
creative valentines gifts
most creative valentine's
day gifts
Top Care Searches Top Funny Searches Top Last-Minute Top Long Distance
Searches Searches
valentine's day care funny valentines gifts
package
last minute valentine's day long distance valentines
valentines gag gifts ideas day gifts
valentine's day care
package ideas
silly valentines gifts last minute valentines long distance relationship
valentine's day care delivery valentines day ideas
package ideas for quirky valentines gifts for him
boyfriend
last minute valentine's day ldr valentines day ideas
novelty valentines day gifts gifts
3. Feed: Use Custom Label To Segment Your Campaign

Custom Labels

Custom labels helps you group products that share a theme so you can manage and bid on
them appropriately in your Shopping Campaigns setting different campaign priorities as
required

Custom label Definition Possible custom_label values

0 Season spring, summer, fall, winter

1 Promotion flash sale, clearance, merchant promo

2 Selling rate bestseller, low seller

3 Margin high margin, low margin

4 Holiday valentine’s day, mother’s day, father’s day, christmas

Products

Website

Feed

Ads
 4. Ads: 3 Phase Campaign

14/02

Cook Serve Clean up

Day T-20 Day T Day T+10

► TrueView in-stream ► Search (Brand + Valentine’s KW) ► Display Remarketing
► Smart Shopping (separate
campaign for Valentine’s product)
► TrueView for Action
Thank You
ngoanh@
brandonthanh@