ADVICE: Optimise your content to target Valentine’s Day gift buyers


With Valentine’s Day fast approaching (the first peak gift voucher selling day of the year), it’s important to be fully prepared for the potential uplift in sales.

With an estimated 595 million pounds being spent in the UK, it’s no surprise that Valentine’s Day is one of the biggest shopping seasons of the year.

Journey has provided you with some simple and effective tips to help you sell more gifts through your gift voucher platform this season. So, why wait?

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You know your customers better than we ever will, so you’ll be in the best position to split products into categories to make it easier for potential customers to reach the gifts they are after. By utilising the easy-to-use features of your gift voucher site such as ‘tags’, you’ll be able to create ‘gifts for her’, ‘gifts for him’ and don’t forget about ‘gifts for two’. The simpler and more relevant the offering, the better the experience, and promoting these targeted categories will give the user direction and create a more effective shopping experience.


11.5% of adults buy something for themselves on Valentine’s Day, and the principles of ‘me time’ and ‘self-care’ have been becoming more and more popular in recent years. By creating packages surrounding ‘gifts for you’, you can tap into this market and reinforce the message that looking after yourself is good for both mental and physical health.

If you have gift experiences that could fit into a ‘green gifting’ category, you could market to those who have a love and respect for the planet and a commitment to a sustainable future. This topic is becoming increasingly important and these packages would also give you the opportunity to play your part in being environmentally sustainable.

You may also want to split by price, for example, ‘Valentine’s gifts for under £100’. This tactic is used by many hotels and is a great way of showing that your experiences are accessible, and also allows your guests to quickly filter by price points, which may be an important factor in their buying process.


If you want to increase the exposure of your Valentine’s gift vouchers, you’ll need to think about optimising your content by adding Valentine’s Day related search terms to your listings. Think about what your guests would be searching for in relation to the gifts you sell, as well as the pricing points (“inexpensive Valentine’s Day gift spa gift experiences”). The sooner you start optimising your content, the better your exposure will receive.


Another great way to increase sales is to run a Valentine’s Day themed marketing campaign, as this will allow you to reach your potential customers quickly and efficiently. Think about using the notion of exclusivity to help sell by adding in small incentives such as discounts or free gifts. Don’t forget to download your customer database from your Gifted platform and merge it with you your main database so you can expand your reach.

“Male shoppers account for 70% of all shoppers buying Valentine’s day gifts between 11th and 13th of February, with a higher average spend.”

Use your ‘tags’ and ‘categories’ as call-to-actions within this email and link off to your Gifted site so recipients call buy directly from your site. We have seen that ‘Valentine’s Day gifts under £100’ and ‘gifts for her’ attract a lot of attention, and you can even create a campaign directed specifically to those last-minute buyers.


You can utilise the vouchers that you already have set up on Gifted and tailor them for Valentine’s Day, but there is also a big opportunity for you to create some really special packages and increase your revenue during this time of year. An exclusive Valentine’s proposal package could create some effective PR noise, which would drive more traffic to your website, and adding a more accessible signature Valentine’s experience could also help to increase sales.


When it comes to Valentine’s, remember, you are marketing for gifts to be given on Valentine’s Day, not to be used on that day! This means that there is plenty of opportunities to upsell with other offers such as dining experiences, wine tasting, and spa treatments. This can be done both on-site and through marketing material before the stay.

If you would like any advice on how to improve your gift voucher sales during Valentine’s Day, or how to market your offering to new guests, contact

Tags : advicehotelsJourneyupsell
Zoe Monk

The author Zoe Monk

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