This Valentine’s Day retailers have a prime opportunity to engage shoppers, according to ShopFully. But with cost-of-living pressures still influencing spending, the approach matters more than ever.
ShopFully Australia Country Manager Brendan Straw says Valentine’s Day has always been a significant retail moment in Australia, but notes a drop in spending last year as cost-of-living pressures influenced consumer choices.
“This year, however, there’s an expectation that spending will rise again, as shoppers look to make the most of key moments while remaining mindful of their budgets,” he says.
“Retailers have a real opportunity to adapt to these shifting behaviours. Early sales and promotions on Valentine’s Day items, as well as targeted last-minute offers, can help attract both planners and spontaneous shoppers.
“Creating affordable, themed bundles – such as cooking kits for a romantic dinner at home, or self-care packages – can provide thoughtful, cost-effective ways for customers to celebrate.
“Retailers should also be leveraging digital platforms with increased Valentine’s Day content to inspire shoppers and drive foot traffic.
“The key is to deliver value while helping Aussies celebrate meaningfully, even on a budget. By tapping into trends like food-based dates or DIY experiences, retailers can position themselves as part of the solution to make Valentine’s Day special, without breaking the bank.”
