With cost-of-living concerns shaping consumer spending, retailers have a strategic opportunity to engage shoppers this Valentine’s Day by adapting to shifting behaviours, says Brendan Straw, Australia Country Manager at ShopFully.
“Valentine’s Day has always been a significant retail moment in Australia, but according to Nielsen, last year we saw a drop in spending as cost-of-living pressures influenced consumer choices,” says Mr Straw.
“This year, however, there’s an expectation that spending will rise again, as shoppers look to make the most of key moments while remaining mindful of their budgets.”
To meet consumer demand, Mr Straw suggests a mix of early promotions and last-minute deals to attract both planners and spontaneous buyers.
Affordable, themed bundles — such as cooking kits for a romantic dinner at home or self-care packages — offer a cost-effective yet meaningful way to celebrate.
“Retailers should also be leveraging digital platforms with increased Valentine’s Day content to inspire shoppers and drive foot traffic,” he says.
“The key is to deliver value while helping Aussies celebrate meaningfully, even on a budget.
“By tapping into trends like food-based dates or DIY experiences, retailers can position themselves as part of the solution to make Valentine’s Day special, without breaking the bank.”
