Brands lose when they forget singles around Valentine’s Day
With unique Valentine’s Day messaging becoming an increasingly rare occurrence, Gabrielle Grew spots a clear gap in the market: singles.
It’s estimated that over 40% of the population will be single this Valentine’s Day. February is the month where Instagram feeds, Youtube, Facebook, billboards, radio ads and TV campaigns are flooded with images of happy couples and ‘things to do’ with your loved one. However, if you’ve ever been (or are) single on Valentine’s Day, this time of year is particularly painful — or bizarre — as a consumer.
For a business, this poses a unique opportunity to appeal to and relieve fabulously single men and women with clever marketing, sans cringe.
After the YES vote passed, Australian businesses were quick to more openly embrace the marketing opportunity that followed. Over 5,400 Australian same-sex marriages happened within the year following the ‘YES’ vote.
Thinks back to two years ago when I was single on Feb 14th… Did I feel pain? Did I feel bizarre? Nope. But I do remember marketists telling me I did, because it was Valentine’s Day and they wanted to flog me something accordingly.
It was probably some high end luxury jewelry from a design house now I come to think f it.
I don’t think we’re isolating anyone during Valentine’s Day. If anything we’re just not bringing them to light – when maybe the better way is to say celebrating all kinds of love whether it be self love etc.
It’s a bit of an exaggeration to say people feel bizarre or pained not being marketed to.
Same goes for Father’s Day and Mother’s Day.
Indeed the same could be said for Christmas, Ramadan, Yom Kippur, Hannukah, Easter etc.
But who in their right mind would want irrelevant brands advertising to them 365 days a year just because it is important on some people’s calendars.