Facebook is often a key part of holiday celebrations, and Valentine’s Day is no exception. But just how do people celebrate the most romantic day of the year — and what does it mean for marketers? We recently looked to our data to find out.1
Men — and women — often wait until the last minute to make their plans
While small numbers of people begin planning for Valentine’s Day a month out, we found that one-third of men and women begin planning a week before February 14. Twenty-eight percent of women and 37% of men buy gifts or book romantic nights out on Valentine’s Day itself.
Key insight: With a week-long planning window, marketers should begin reaching people with Valentine’s Day-related messages around February 7th.
They put a ring on it
Valentine’s Day is a time for commitment. According to our data, 1.9 million people changed their relationship status within a week of Valentine’s Day last year, and 150,000 changed their status to “engaged.”
Key insight: The days after Valentine’s Day are a great chance to reach people with messages geared toward couples.
People speak the language of love
Last year, love was prevalent in News Feed. Valentine’s Day chatter was concentrated around words like “Love,” “Chocolate,” “Life,” “Family” and “Presents,” and people under 24 were the most talkative demographic.
Key insight: By using similar language, brands can join the Valentine’s Day conversation.
Get engaged with the people who matter to you around the world: