76% Small Business Owners Plan to Use E-Mail Marketing for Valentine s Day According to Constant Contact Survey
Wednesday, 01 February 2006
According to Constant Contact's 2006 Small Business Valentine's Day Outlook* survey, 76 percent of US small business owners plan to use e-mail to market their products this Valentine’s Day. E-mail, which is an increasingly powerful marketing channel, is followed by online marketing, direct mail, flyers, and other forms of advertising, including television, radio, and newspapers.
While 55 percent of those surveyed anticipate strong Valentine's Day sales, an additional 71 percent are predicting stronger online sales this year, and are preparing sales and marketing plans to make it even more successful.
Broken down by industry in terms of anticipated holiday sales, Hospitality (restaurant, travel, and lodging) led with 76 percent expecting strong sales this year, followed by Retail (specialty shop, clothing store, florist) at 63 percent, and Consumer Services (i.e. jewelers, spas, beauty salons, fitness and photography) at 48 percent.
"Holiday sales have become a vital component of the retail sales cycle for millions of small businesses," said Gail Goodman, CEO of Constant Contact. "Overall, we found 51 percent of U.S. small business owners believe Valentine's Day sales are important to their business and are optimistic that sales will be rosy this year."
According to the survey, US small business owners plan aggressive marketing campaigns in 2006 to communicate their Valentine's Day offerings, with 70 percent of US small businesses planning promotional offers.
The Survey
Sample questions and results from Constant Contact's 2006 Small Business Valentine's Day Outlook* survey include the following:
"What marketing methods will you use to promote your Valentine's Day offerings?"
· E-mail marketing 76%
· Online marketing 49%
· Direct mail 25%
· Flyers 25%
· Advertising (TV, radio, newspaper) 16%
"Do you anticipate a strong Valentine's Day season in sales for your business?"
· Yes 55%
· No 49%
"Is Valentine's Day an important holiday for your business?"
· Yes 51%
· No 49%
"How much do your customers (per individual) typically spend on Valentine's Day gifts?"
· Less than $25 32%
· Between $25 and $50 35%
· Between $50 and $75 14%
· Between $75 and $100 9%
· More than $100 10%
"What do you think will be the most popular item during this year's Valentine's Day season?"
· Flowers 59%
· Jewelry 21%
· Chocolates 16%
· Clothing 4%
* The 2006 US Small Business Valentine's Day Outlook survey was conducted through targeted online distribution to US small business owners, who are current customers of Constant Contact, recording results from more than 400 respondents. The survey was conducted from December 29, 2005, through January 10, 2006.