As pink and red hearts pepper the windows of retailers across the country, we are reminded that Valentine’s Day is around the corner. With Black Friday and Christmas behind us, retailers are looking for the next festivity to gain the hearts of Gen X and Millennials, who are leading the spending revival. This is a time to act with 27 billion in sales expected this Valentine’s Day.

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Many retailers have relied on hope to get through the pandemic depression, but hope won’t get stores to the finish line. Hard work and creativity win the day, and merchandisers determined to prevail are rolling out vigorous Valentine’s promotions. Nordstrom plans to send out outfits ready and packaged for pick-up, outfits that are not fancy but centered around sweet, cozy comfort that allow for that extra serving of tiramisu or chocolate. Lowe’s is offering a chance at Lowemance, a date night paint contest for couples who have been stuck at home during the latest stay-at-home order. Lovebirds can enter to win a date night for both in-store and virtual paint parties that will take place on February 14. All couples can register online and attend Lowe’s virtual event and paint in real time. Home improvement sales have escalated during the pandemic, and Lowe’s is taking advantage of the boost in sales through ongoing fun, aggressive marketing events and campaigns that keep their name in front of the public.

CMA has accepted our customers’ challenge to create online Valentine’s promotions intended to drive sales to brick and mortar. Our team created online social media concepts, including a chance for customers to vote on their favorite romantic comedy in order to win gift cards from retailers. We also erected decorated selfie stations around shopping centers to encourage guests to upload photos to Instagram and win gift cards to restaurants. Additionally, CMA merchandised online pictures of gift baskets filled with candy and assorted products as well as retailer gift cards on Instagram. We auctioned off countless commodities on all social platforms and donated the proceeds from the social media auctions to local charities.

I forget that sometimes the simplest promotion can be the most effective—I seem to always overcomplicate things. One of our clients simply handed out long stem roses along with a small box of chocolates to guests standing in line to visit stores. Small gestures of appreciation can go a long way with guests who want to feel special and loved. A simple purchase with purchase also works well—with every $100 purchase earning the customer a $10 gift card as a way to revive bounce back shopping. Many of our local restaurants are providing $100 gift cards for $85—another a great way to offer a discount and know you are guaranteed an opportunity to get in front of this guest again in the future.

Give love and let your local retailers feel loved this Valentine’s Day. They all need our help this year to return to some kind of RETAIL NORMAL.