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eBay and Amazon Woo Valentine’s Day Shoppers

Valentine’s Day gift-givers will spend $19.7 billion, according to the National Retail Federation (NRF), and eBay and Amazon are among the online marketplaces and merchants working hard to woo them. While that figure includes flowers, dinner, and a movie, that’s not all shoppers will be buying. The NRF said shoppers will also spend $4.4 billion on jewelry, and $2 billion on apparel, for example.

eBay is running a marketing campaign called “For the One” – the landing page for the campaign features thematic filters to help Valentine’s Day shoppers find items to match the tastes of their loved ones, such as “For the one who’s always plugged in,” and “For the one who loves to get outdoors.”

Senior Vice President of eBay North America Hal Lawton said the company is curating deals and exclusive charity auctions to make it easy for shoppers to find the perfect gift. eBay also revealed its V-Day marketing will include public relations activities, social media, display ads, email, and paid search.

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eBay’s advice for sellers on how to capture some of the increased traffic it will drive to the site:

  • Source and list items specific to Valentine’s Day, and include relevant keywords in your titles, and descriptions.
  • Create Valentine’s Day-related collections or Store categories (if you have an eBay Stores subscription).
  • Run Valentine’s Day-related promotions (if you have an eBay Stores subscription) to convert the increased traffic we’re sending your way into more sales.
  • Use Facebook and Twitter to advertise your Valentine’s Day-related promotions, and eBay Store (if you have one).
  • Use Pinterest to highlight specific items, and inspire browsers to plan, do, and buy.

eBay said pinning activity and engagement on Pinterest is projected to increase by 280% around Valentine’s Day, with people looking for inspiration in the 2 weeks leading up to the holiday.

Both eBay and Amazon are using their affiliate marketers to drive traffic to their respective websites.

Nearly a third of people (27.9%) plan to shop online for their Valentine’s Day gifts, according to the NRF. The data comes from its Valentine’s Day Consumer Spending Survey conducted by Prosper Insights and Analytics, which polled 7,293 consumers between January 5 and 12, 2016.

And don’t forget to showcase your pet-related items – the NRF survey revealed that consumers will spend $681 million to treat their favorite pets to Valentine’s Day delights.

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Ina Steiner

Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. Send news tips to ina@ecommercebytes.com.


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