With Valentine’s Day on the horizon, it appears romance is on the rise in one particular nation more than others – Sweden! Online marketplace Fruugo has reported that the Swedish market has taken up over one-quarter (28 per cent) of all its sales on all Valentine’s related gifts and items, which is 15 per cent more than Denmark, the country with the second-highest portion of sales of Valentine’s related goods at 13 per cent of the total number, and 16 per cent more than Norway who sits in third at 12 per cent of the total number of sales.
By comparison, it appears the British public are less likely to gift their loved ones, with Great Britain only taking up 2.9 per cent of Valentine-related sales, whilst the Hungarian, Czech and Slovakian public have shown no signs of romance, with the markets only taking up 0.4 per cent, 0.3 per cent and 0.1 per cent of the sales of Valentine-related goodies respectively.
Håkan Thyr, Chief Revenue Officer at Fruugo, says: “With February 14th in Sweden being known as ‘alla hjärtans dag’ – All Hearts Day – this could be a reason why Valentine-themed gifts are so popular there. It’s interesting to note that this day of romance has only being celebrated in Sweden since the 1960s, and clearly its popularity is continuing to rise.”
In Sweden, the top-performing sellers on the marketplace are across the globe in China and Singapore, illustrating how retailers can benefit from the growing demand of seasonal trends like Valentine’s Day in new market areas. With so many different seasonal days celebrated by countries from all around the world it opens up an opportunity for new target audiences.
Seasonal celebrations such as Valentine’s Day, Mother’s Day and more, offer a fantastic opportunity for retailers within the consumer industry to utilise popular markets, and maximise their brand awareness to those that are gift-seeking. Online marketplaces offer sellers the chance to take advantage of these celebrations with cross-border sales.
Håkan believes the Valentine’s Day is a perfect example of how sellers can take on these seasonal trends. “This data perfectly highlights the opportunity for retailers to take advantage of these trends through cross-border selling. Valentine’s Day is just one of hundreds of celebrations that take place across the world every day. With ecommerce marketplaces, sellers have the ability to strengthen their brand awareness away from the local market, and target new audiences based on the seasonal trends of the time,” Håkan concludes.
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