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The holiday also helped spark sales at lingerie site BareNecessities.com, which were up more than 40% over average in the weeks preceding Valentine’s Day. Vice president of e-commerce Jessica Jackson attributes the increase to a more cohesive creative strategy. This year, BareNecessities.com scheduled a photo shoot and designed a home page and gift guide specifically for Valentine’s Day, resulting in a more branded look and feel, and an increasingly focused experience for customers looking for gifts.
The retailer also ran a targeted e-mail campaign with key gift ideas leading up to the holiday, finishing with a shipping upgrade in the last week, and e-gift certificate messaging in the final days, for gifts until the very last minute. Says Jackson, “Overall, it was a highly effective campaign.”
Come next Valentine’s Day, more e-retailers may want to follow the lead of Goldspeed, Ice.com and 1-800-Flowers.com and others. “It’s an old joke to ‘forget’ about Valentine’s Day. But for many of our e-commerce clients it’s no joke at all; it’s the second highest sales season,” says Wehr of Oneupweb. “Keeping on top of Valentine’s Day trends means e-retailers can capitalize on more sales opportunities.”