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Tardy Valentine’s Day shopping puts m-commerce in the spotlight, Bloomreach data reveals

With Valentine’s Day finished for another year, Bloomreach data has revealed that mobile commerce was this year’s biggest source of sales, with over three million mobile searches in the week leading up to the big day.

2020 has seen a significant growth in the number of mobile sales for the romantic holiday, jumping over 100% from 2019. Desktop-based searches have also slightly increased with a little over 15% increase to just over 1.1 million.

One of the main reasons for the spike in mobile searches seems to be convenience: most consumers left their shopping until late on the 13th February with under 600,000 searches made at night alone. The data also revealed that while some consumers got their shopping done in the weeks leading up to the romantic date, sales only began to spike from February 12th.

Commenting on the findings, Michael Schirrmacher, UK MD at Bloomreach, said: “Valentine’s Day is a busy time for retailers in the UK, and an excellent opportunity to boost sales following a dreary January period. But with most shoppers leaving their shopping until the night before, retailers may want to rethink their promotional campaigns.”

“More than any other time of the year, our data shows Valentine’s Day is all about convenience: shoppers head online at the last minute using their most practical device and need to find a present online quickly. Brands who truly understand consumers would be advised to invest in a great mobile experience and use their data to solve the unique Valentine’s Day puzzle: helping shoppers find a romantic product that will woo their partner within minutes.”

Bloomreach data was collated over February 2019 and February 2020 using a UK and US data sample.

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