Power of Emotion: Reach Valentine’s Day Shoppers with Influencer Content

Blake Reynolds

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What started as a day dedicated to showing love for one another, Valentine’s Day has evolved into an extremely profitable day for retailers. A whopping $18.6 billion dollars in spending will be reached due to the holiday. Whether you’re for or against Valentine’s Day, it’s no doubt that retailers, florists, and chocolatiers alike benefit from the romance shared between two people on this holiday. Of that number, $1.6 billion will be spent on candy, $1.9 billion will be spent on flowers, and $4.4 billion will be spent on diamonds, gold and silver. Cha-ching!

Over 145 million units of cards are sold for Valentine’s Day every year. (add in some quirky saying about greeting cards) (cnn)

The tie between Valentine’s Day and consumer spending lies within the emotional connection marketing and advertising uses during this holiday. Advertising research reveals that “emotional response to an ad has far greater influence on a consumer’s reported intent to buy a product than the ad’s content”.

These days, Valentine’s Day isn’t just for couples; people also show their appreciation in the form of gifts for family members (59.4 percent), friends (21.7 percent), teachers (20.4 percent), and colleagues (12.1 percent). Source

This emotional technique is used by social influencers today to connect to their audience. A single mom’s budget-friendly recipes and resources may give relief to another single-mother reader, connecting this viewer emotionally to the content produced and resulting in a trust relationship between reader and influencer. From a marketing standpoint, this reality matters, because we know that one of the most important characteristics of emotion is it’s ability to push us to action. And for retailers, that means sales.

Our team of influencers in the Social Fabric community continue to expand the possibilities of how a product can be promoted through an emotional connection to their audience. We are continually inspired by their creativity and out-of-the-box thinking, encouraging readers to get on board and have what they’re having. Check out some of our favorite Valentine’s Day posts from our social fabric team:

Julie from Julie is Coco and Cocoa shares how to make Cookie Mix Friendship Jars with M&Ms.

Sarah from Creative Ramblings shares how she used M&M’s to make a friendly candy jar for her neighbors.

Need a fun party idea for your kids and their friends? Tonya of Soiree-Event Design uses Snack Pack pudding cups to make a sweet Valentine’s pudding bar for her tweens.


Influencers today have voice that can connect emotionally to their readers, inspire a purchase, and impact the retail game in a whole new way. Whether it’s a themed party for your kids, a romantic date idea, or a new snack recipe, these social leaders have a unique ability to take a holiday and creatively spread it in a way that relates to any audience. They’ve shown us that Valentine’s Day buying isn’t just reserved for couples in love, but can expand to your friends, teachers, neighbors or kids. And let’s face it, whether you love Valentine’s day or not, with spending on this holiday reaching an average of $18.6 billion, it’s a holiday with results you just might end up falling in love with.

Written by Blake Reynolds, Collective Bias Graphic Design Intern

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