New research suggests brands should be ramping up advertising on mobile to drive impulse buys in advance of Valentine's Day, with approximately 20 percent of consumers shopping for a Valentine’s Day gift planning to make a purchase via mobile and 89 percent of shoppers planning to buy last-minute gifts in the week leading up to the holiday.
The Rubicon Project’s Consumer Pulse: Valentine’s Day 2015 report displays a clear trend of shoppers researching holiday gifts early, but purchasing them late, therefore creating an optimal opportunity for marketers to target the early-bird researcher and the last-minute shopper. Rubicon Project advises brands to mold consumer shopping habits by leveraging campaigns during the researching phase and focusing on driving m-commerce in the final days leading up to Valentine’s Day.