Infographic: It’s Not Just About Material Gifts on Valentine’s Day Anymore

And some people are doing their mobile shopping after midnight

People are picking up their phones for a pick-me-up shopping experience. Getty
Headshot of Ko Im

Valentine’s Day shopping isn’t just about material goods anymore. More people are buying experiences to enjoy together with their loved ones.

That’s according to mobile commerce optimization platform Button, which also found that many consumers look for gifts immediately before lunch and during the afternoon as a pick-me-up activity. But night owls need last-minute deals, too. During the wee hours, shoppers spend an average of $41, and it’s likely they’re doing that shopping on their phones in bed.

“Time spent on mobile is now double the time spent on desktop,” Nicole Silver, vp of marketing at Button, said. “With mobile commerce steadily on the rise, Valentine’s Day is an often overlooked holiday for which many Americans are browsing their smartphones to buy gifts ranging from candy to getaways for their loved ones.”

Silver recommends advertisers leverage the heightened traffic and intent to purchase through personalized offers.

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This story first appeared in the Feb. 10, 2020, issue of Adweek magazine. Click here to subscribe.

@koimtv Ko Im is the community editor at Adweek and co-host of Adweek's podcast Yeah, That's Probably an Ad.