February 14 marks a commercial peak when consumers actively search for the perfect gift. For marketers, this period presents a unique opportunity to launch strategic campaigns. In this article, we focus on targeting men.

Research shows that men spend an average of 20% more than women on Valentine’s Day, while 64% of them make a purchase within the last 10 days. This focused but often last-minute shopping behavior requires a well-thought-out marketing approach.

Why Valentine’s Day is a key period for brands

Not all industries benefit equally from Valentine’s Day, but for certain brands, it is a peak period that can drive significant revenue growth:

  • Jewelry brands – Luxury jewelry remains a popular choice, with gold and silver accessories ranking high.
  • Flower and chocolate suppliers – Classic gifts that appeal to millions of consumers every year.
  • Fashion and beauty brands – Lingerie, perfume, and skincare products are consistent favorites.
  • Delicacies and wines – Premium food & beverage products align with the growing trend of culinary indulgence.
  • Technology and gadgets – Smartwatches, high-end headphones, and accessories remain popular as innovative gifts.

What makes men particularly interesting as a target audience is their quick decision-making and higher average spending. Smart targeting and strategic marketing can significantly increase conversion rates.

How to effectively target men for Valentine’s Day

1. Targeted ads: ‘gifts for her’ / ‘gifts for my partner’
Studies show that ads with clear product recommendations can boost conversions by 30%. Consider campaigns like ‘the perfect gifts for her – easy & fast ordering’ or ‘Valentine’s gift guide: five gifts that always work.’ Utilize paid platforms such as meta, tiktok and pinterest, to precisely target your preferred audience. 

2. Strategic keyword bidding on Google Ads
Keywords such as ‘best gift for her,’ ‘last-minute Valentine’s gift,’ and ‘unique Valentine’s Day surprise’ are essential for an effective search engine advertising (SEA) strategy. Ensure prominent placement in search results to accelerate purchase decisions. One extra tip: check the estimated CPC in advance to avoid unexpected high costs as a brand.

3. Retargeting on social media with conversion-driven content
Dynamic retargeting via Meta and TikTok helps convert hesitant buyers. Adding urgency, such as ‘order today, delivered on time,’ increases conversion chances.

4. Effective email marketing: last-chance reminders
Emails with subject lines like ‘last chance: make her Valentine’s Day unforgettable’ and personalized product recommendations drive higher engagement and purchases in the final days leading up to February 14. For last-minute gift options, consider suggesting a gift card from her favorite brand.

5. Ease of purchase as a key conversion factor: gift guides & bundles
Men prefer straightforward purchasing options. A well-structured ‘best gifts for her’ page or personalized gift recommendations can accelerate their decision-making process.

Conclusion: a strategic approach to Valentine’s Day marketing

For marketers, Valentine’s Day is a prime opportunity to maximize revenue with data-driven strategies and well-executed campaigns. By leveraging smart targeting, strategic keyword investments, and persuasive retargeting, brands can capitalize on men’s buying behavior during this key period.

Looking to launch a successful Valentine’s campaign? Focus on targeted advertising, A/B test different approaches, and ensure your messaging aligns with your audience’s purchase intent.

This post is also available in: Dutch