With February 14th fast approaching, romance is in the air–and Valentine’s dollars are flying out of wallets. Americans spend more than $12.1 billion on Valentine’s Day, according to the National Retail Federation. You don’t need to be a florist, restaurant owner or chocolatier to play cupid.

With billions of dollars flying out of valentine wallets, Valentine’s Day is a golden opportunity for small business. The third biggest retail event and the second biggest restaurant date of the year holds promise for every business.

Here are 5 creative ways for you to stake a claim for these Valentine’s dollars:

1.      Partner with “Romantic” Businesses

If you sell chocolate, flowers, jewelry, romantic dinners for two, or teddy bears, read no further. Any other business can stake a claim in on the Valentine’s Day sepnding by teaming up with the above mentioned businesses. A few ideas:

• Spa owners… partner with local restaurants and hotels to create a unique Valentine’s experience. February 14 falls on a Sunday and February 15th is presidents day this year–how about a weekend getaway for two?
• Calling Graphic designers and Web designers… romantic businesses need your help creating Valentine’s-day creatives, website design, and more.

2.   Create an Online User Experience For Valentine’s Day Promotions

If you’re not already online, call web design firms today. Online storefronts snag a good percentage of Valentine’s dollar as people have limited time. Cater to the time-impaired valentine as well as niche shoppers with an easy-to-use online storefront. E-commerce solutions can help you get online quickly with a merchant account and credit card processing payment solutions.

3.      Celebrate Romance with a 2-for-1 Special

The primary message of Valentine’s Day happens to coincide with a business strategy for moving inventory: 2-for-1. With recession as well as romance in the air, now might be the time to pay tribute to the union of two by offering a “buy one get one free” deal for your product. And don’t forget to extend the deal to business partners as well as retail consumers: everyone can fall in love with promotional discounts.

4.      Go After a Niche Market

Valentine’s Day marketing typically targets one consumer: a straight couple prone to sentiment, hearts, and little cherubs. Here’s your opportunity to go after the huge market that is left out:

• Same-sex couples… Create a comfortable date-night atmosphere for same-sex couples. Or design an inclusive Valentine’s Day product for gay or lesbian couples.
• Eco-conscious consumers… Diamonds say “third-world exploitation” to this market, and cut flowers may evoke images of chemicals and carbon emissions. Chocolatiers can tout their fair trade credentials and restaurants their organic produce to court green lovers.
• Singles… Valentine’s Day is known as “Singles Awareness Day” among singles. Hospitality businesses can bring singles together for a special Valentine’s event to play cupid.

Don’t know how to reach your niche market? Direct Mail and Search marketing offer powerful resources for niche marketing. A 2009 Valentine’s Day survey found that fifty-one percent of small businesses credit pay per click as having the greatest impact on driving sales.

5.      Go the Extra Mile

When it comes to Valentine’s Day presents, timing and presentation is everything. Go the extra mile for your beloved customers and your customers’ beloved by offering FREE Valentine’s packaging and delivery service. Valentine’s gift baskets and cards can turn up the romance on a neutral gift like wine, fresh fruits, event tickets, or that kitchen appliance gift certificate. Restaurants, chocalatiers and cafés already make the most of this Valentine’s Day bundling strategy.

Other Valentine-friendly ways to confront window shoppers  include writing “branded” cupid notes in chalk on the sidewalk in front of your store. A lingerie store owner inscribed these provocative lines on the sidewalk: “From here it looks like you could use new underwear.”

 In the words of Ashton Kutcher, “I hate Valentine’s Day. I think every day should be a day of romance. Then, on Valentine’s Day you should get to tell whoever you hate that you cannot stand them. There would be one day of hating and 364 days of love.”

Follow these creative Valentine’s Day strategies and let your love affair with your customers blossom into a positive revenue stream.

Tags: Credit Card Processing, direct mail, pay per click, SEO, Web Design

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