Like most newsagents, we are pitching Valentine’s Day with promotions for cards, chocolates and gifts. Most of the gifts we have chosen will fit in our gift department after the day is over so the risk is not that great in terms of product selection.
What surprises me about Valentine’s Day is that few magazines engage with the opportunity. I’d say we have no more than four titles with any coverage worthy of display with Valentine’s Day gifts. Maybe publishers don’t see the opportunity. I’d certainly like to play more in this space along the lines of gifts which are guilty pleasures.
One idea I had for a monthly would be a wraparound cover which can be removed after Valentine’s Day. This could see the title promoted in advance of the day with a Valentine’s Day pitch and then revert to the more traditional pitch after. Yes it would be some work but it may also help drive sales.
Sales for Valentine’s Day have been okay. The next three days are the key of course. I read somewhere that 75% of Valentine’s Day cards are sold in the last 48 hours.