by Doug Desjardins
Encouraged by a strong response to online promotions during the holiday season, retailers are pursuing a similar strategy to boost Valentine's Day sales. More retailers than ever are promoting sales and special offers on social media sites and offering free shipping in an attempt to replicate the success those offers delivered last December.
Macy's is holding a two-week promotion asking shoppers to submit "The Sweetest Tweet" on Macy's Twitter page. Macy's is awarding the person who submits the best love note comprised of 140 characters or less a one-karat diamond each day from Feb. 1 to 13 and will give the grand prize winner on Feb. 14 a three-stone diamond anniversary ring.
"We do an annual promotion around Valentine's Day every year but this year we're shifting the focus a bit," said Holly Thomas, Macy's public relations director. "We want it (Twitter) to be a pure and authentic channel between us and our followers."
More than a dozen retailers and businesses, ranging from Barnes & Noble to Delta Airlines, are taking part in a promotion sponsored by PayPal offering a 10 percent discount on online purchases when buyers pay for a purchase through PayPal. PayPal is promoting the deal in conjunction with its fourth Annual "Can't Buy me Love" survey that found half of consumers plan to spend less than $50 on Valentine's Day this year compared to 2008, when 25% of respondents said they planned to spend under $50.
"Couples are committed to saving money this year but the good news is that there are plenty of great gifts at great prices out there," said PayPal spokesperson Hillary Mendelsohn. In addition to the 10-percent discount, jewelry retailer Zales is offering $50 off each purchase of $300-or-more through PayPal, and ProFlowers.com is offering 20 percent off all vases.
Retailers are also offering free shipping to appeal to budget-conscious consumers. Walgreen's is providing free shipping on orders of $25-or-more made on its website when shoppers enter the coupon code LOVE25. And Amazon.com is following up on its successful holiday promotion with free shipping for Valentine's Day gifts.
Another unique online promotion is being offered by the White Castle fast food chain, where restaurants are serving romantic dinners for two for couples who make their reservations online. And visitors are being encouraged to share information about their dinners through Twitter.
The effectiveness of social media promotions was proven during the 2009 holiday season. According to research firm comscore, 28 percent of shoppers surveyed said their holiday buying decisions were influenced in some way by social media promotions.
Resources
Macy's Invites Customers to Tweet for Diamonds
Less is more for U.S. Couples When Buying Valentine's Day Gifts
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