4 key customer segments for Valentine’s Day retail marketing

504992572.jpgValentine’s Day may be the most loved (and hated) holiday of the year. With most holidays, retailers are affected by shopping behaviors and annual trends.  Without a doubt, retailers will need to prepare marketing geared to different types of Valentine’s Day customers.


Segmentation is an easy way to ensure you are getting the right message to the right people. Customer segmentation is especially useful for creating relevant and timely holiday campaigns. Here are the top segments to hone in on for your Valentine’s Day campaigns.

1. Procrastinators

Valentine’s Day is known as a last-minute shopping holiday. Have you ever been in a grocery store when the mad rush of guys come to buy their last-minute cards and flowers?  Make sure you offer deals that speak to that group.

  • How to build this segment in 2 mins:  Identify last year’s last minute V-Day buyers and rush shippers. Join these logical filters: Purchase Date ≥ 2.6.15 and ≤ 2.14.15. For rush shippers you can use dates and include anyone that used rush shipping during that time period.


2. Customers Who Made a Purchase Last Valentine’s

Reactivate these buyers and show them why they want to spend another Valentine’s Day with your brand.

  • How to build this segment in 2 mins:  

Identify 2015 Valentine’s Day Buyers. This is simple if you have purchase data. Just create a segment of customers who made an order between 01.14.2015 and 02.14.2015.



3. Best Customers

You should definitely treat your best customers differently! Make sure to send them messaging about VIP offerings and special treatment for being your most loyal customers.

  • How to build this segment in 2 mins: Identify your most frequent, recent, and biggest spenders.


4. Biggest Ticket Items with Cross-Sell Opportunities

It’s no secret that you want to sell your most expensive items, but don’t just stop there. Make sure to provide recommendation of logical add-on products.

  • How to build this segment in 2 mins:
  1. Identify biggest ticket items.
  2. Identify correlations. The biggest correlative factors are
    1. Upgrades
    2. Accessories
    3. Market basket analysis. For example, maybe you find that customers who order a bra also buy matching panties and champagne. Identify your customer segments based on purchase history by segmenting via any of these traits: SKU, title or category.


These are just a few simple segments that you can start building for Valentine’s Day campaigns. However, there are many other customer segments you can and should build for Valentine’s Day and beyond. Here’s a list to get you started.



  • Churning Customers
  • 1x Purchasers from Nov-Dec
  • Subscribers (Non-Purchasers)
  • Holiday Shoppers
  • Window Shoppers (Site Browsers)
  • Cart Abandoners
  • Shoppers by Certain Valentine’s Day Product Category
  • Similar Products


With access to our Custom Segment Builder, you can set all of these up in minutes, and also have the extreme flexibility and specificity to build segments that are almost limitless.




Happy new year and first quarter! Let the holiday of hearts and kisses begin!


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