Valentine’s Day is one of the most awaited events of the year, and it presents brands with a unique opportunity to engage with their audiences in unique ways. Ipsos iris data shows that people approach this romantic holiday differently, and provides meaningful insights on how various industries and sectors respond to Valentine’s Day.
Firstly, the data suggests that there are those couples who prefer staying in on Valentine’s Day. This led to a significant increase in the usage of food delivery apps, with Domino’s seeing a 404% week-on-week audience increase, while Just Eat saw a 94% rise, and Uber Eats saw growth of 76%. Perhaps while waiting for the food to arrive, streaming platforms show big increases, with Disneyplus.com seeing a 118% increase in time spent, and the IMDB app experiencing a 25% rise in usage.
Another trend is seemingly last-minute Valentine’s Day present shopping, with the travel sector benefiting from a significant jump on the day. TUI.co.uk saw a 135% increase in time spent, followed by Britishairways.com with a 106% rise, and easyjet.com with a 65% increase in usage. It appears that couples are planning their next holidays and taking advantage of the deals and promotions being run on these sites.
However, one of the largest week-on-week audience increases was from pet lovers, who upped their time spent on petsathome.com by 807%, suggesting that it’s not just significant others benefiting from gift giving.
It’s also worth noting that not everyone was staying in on Valentine’s Day. Some people chose to go out, leading to a rise in travel app usage, with PayByPhone Parking seeing a 601% increase, while National Rail Enquiries experienced a 106% rise in usage. The cinema may well have been the destination for a lot of these people, with Odeon.co.uk seeing a 726% increase, followed by Cineworld.co.uk with a 219% rise in usage, while Empireonline.com had a 70% increase in time spent.
It’s exciting to see how differently people approach Valentine’s Day and how their behaviour changes. With Ipsos iris, businesses can access insights like these in real-time to drive their marketing campaigns, stay ahead of the curve, and engage their audiences in more meaningful ways.