Ubimo specializes in transforming data into marketing insights. Today Pola Zen, Sr. Director of Marketing at Ubimo, a Quotient Brand, provides Insider tips about valentines day gift preferences. Looks to Insider like you should use your out of home plant to advertise flowers in New York, jewelry in the south and midwest and chocolate in the northeast and pacific.
Valentine’s Day is all about showing the love, and for many, that means choosing the right present to make a statement. It’s a huge opportunity for brands to position their products as the best way to tell a big love story through a ‘little something.’ In order for brands to make the most of their Valentine’s Day ad budgets, it’s important that they target the right audiences. So, how do American’s express their affection? We used Ubimo’s platform to identify the most popular gifts across the US and what that means for marketers.
| Region | Gift Preference | Brand/Store Preference |
| East North Central | Jewelry | Kay Jewelers |
| East South Central | Jewelry | Helzberg Diamonds |
| Mid-Atlantic | Flowers | 1-800-Flowers |
| Mountain | Jewelry | Tiffany |
| New England | Chocolate | Lindt |
| Pacific | Chocolate | Lindt |
| South Atlantic | Jewelry | Tiffany |
| West North Central | Chocolate | Lindt |
| West South Central | Chocolate | Godiva |
Surprise #1: NYC Loves Flowers
Although they’ve been given for centuries, flowers are now the most popular present in just one region: the mid-Atlantic. That means flower brands will find the warmest audience among lovers in NYC, New Jersey, and Pennsylvania.
Surprise #2: Chocolate and Jewelry are in a Dead Heat
The rest of the US is split 50/50 on their favorite love token, with half of the country preferring to make it rain chocolate, and the other half buying up jewelry. With the nation a patchwork of bling and bonbons, it’s pivotal for brands in both markets to maximize their ad spend in relevant hot spots in order to beat out competitors.
Surprise #3: Lindt is Leading the Charge for Chocolate
Out of the chocolate brands we analyzed, three of the four regions that love chocolate shop the most at Lindt for Valentine’s Day, with just West South Central preferring Godiva. Chocolate brands would be wise to study Lindt’s marketing strategies across these regions to see what’s working so well, and what’s off in Texas.
If brands pay close attention to their audience and tailor their messages regionally, they can maximize their impact in the market of romance.
Disclaimer: This independent analysis is based on Ubimo’s location intelligence platform. As such, Ubimo does not have any relationship with the brands featured in this report, nor should the independent analysis be construed in any way to suggest otherwise. Ubimo data is always anonymized and aggregated.
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