Commentary

Paid Search Owned Valentine's Day Clicks, Mobile Purchases Rose 107%

Men reached deeper into their pockets for Valentine's Day to show the ones they love some appreciation, spending 15% more than women, but women searched more than men for that special gift.

NetElixir’s 2017 Valentine’s Day digital marketing study was conducted between February 1, 2017 and February 14. The company analyzed roughly 10 million impressions across retailers focused on flowers and gifts.

Men between the ages of 25 and 34 spent the most on gifts, at 27%, followed by 23% of males ages 35 to 44; 17% ages 45 to 54; 13, ages 18 to 24; 12% ages 55 to 64; and 8% age 65 and older.

Women ages 15 to 24 also spent the most among others in this gender, but at a slightly lower percentage of 22%. Some 19% of females ages 35 to 44 spent the second most, tied with women ages 45 to 54 and 18 to 24 years old. Some 11% of women 65 years and older followed, with 10% of women ages 55 to 64 spending the least.

Purchases by men peaked on February 6, whereas purchases from women peaked on February 1.

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More than 40% of Valentine's Day purchases were completed on February 13, and 28% of survey participants said they spent more in 2017 compared with 2016.

Paid search owned the last click 35% of the time just before a purchase, while direct to Web sites took 31%, followed by email at 13%, other at 13%, organic search at 6%, and referral at 2%.

The most-used search queries for women were "Valentines flowers," Valentines flower arrangements," and "flowers for Valentines Day." The most-used search queries for men were Valentines Day flowers," Valentines Roses," and "same day Valentines flower delivery."

Across the board orders from mobile phones rose by nearly 107% compared with a year ago, between February 1 and February 14. 

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