Flowers have proved to be the top Valentine’s present for 2011, purchased online, according to the latest data from personalised re-targeting provider myThings. Results from myThings’ UK customers show that websites selling flowers experienced the greatest growth in visits (72%) in February 2011, versus 57% growth in visits for websites selling chocolate, 48% growth in visits for websites selling perfumes, and 46% growth in visits for websites selling jewellery.
On Valentine’s Day morning, one in four who clicked on a myThings personalized retargeting banner ad for an online florist, converted, the company says.
Another interesting result from myThings’ analysis for Valentine’s Day marketing activities is the fact that peak conversion dates differed for each product category. Conversion rates for flowers peaked last, on Friday, February 11, while conversions for jewellery peaked first on Monday, February 7. Chocolate conversions peaked on Thursday February 10, and perfume conversions peaked on Wednesday, February 9.
In 2010 the St Valentine’s Day market was worth just over £232m in the UK, and compared badly to 2009 when it was valued at £290m, according to Kantar Worldpanel’s GiftTrak. Over 2.3m bunches of flowers were bought last year – 29% fewer than in 2009.
