Published: 31st Jan 2025
After a January that has most retailers tightening their belts, Valentine’s Day is the perfect opportunity to reconnect with your customers and get them flocking into your store.
The good news for food and drinks retailers is that there are plenty of regular stock items that can be turned into innovative gifting propositions without requiring too much of an investment.
In fact, with enticing countertop displays and a targeted marketing campaign, you’ll be well on your way to locking in your share of the £2.1 billion that Britons spend at this time of the year. Here are some tips to help you make it happen.
3 Things to consider before you start planning for Valentine’s Day
Nailing down these three factors will contribute to the overall success of your campaign.
1. Your customer demographic
Defining this will help you formulate your ideas around the type of shoppers you attract, remembering that romantic partnerships aren’t your only target audience. Here are some suggestions that will optimise sales.
– Couples: focus on items that typify romantic gestures and intimate experiences.
– Singles: aim for gifts that promote self-care and having a treat.
– Friendships: offer commodities that will show appreciation in a platonic way.
2. Your strategy
Timing is everything, so start your campaign at least a month or two in advance. Here’s why.
– It gives you early access to limited stock and marketing materials as well as personalisation and design opportunities.
– You’ll have time to refine your strategy, content and messaging.
– It puts you ahead of your competitors, allowing you to work on building brand visibility.
– You’ll be able to augment your return on investment (ROI) by budgeting better.
– It gives you leeway to run insightful analytics and make changes as needed.
3. Your customer experiences
Exceed shopper’s expectations by:
– briefing (and training) your staff
– designing attractive store and window displays
– planning layouts that provide easy access to your bestsellers
– providing merchandise that will create memorable unboxing experiences.
How to add some heart to your countertop displays
Great retail displays are the key to generating customer interest, so be innovative in your approach while embracing traditional Valentine’s Day themes. Here are a few suggestions.
– Use recognisable colours like red or pink.
– Work on product pairings that augment your gifting themes.
– Find fun heart-shaped accessories that will add visual impact.
– Be whimsical and romantic.
– Focus on your signage and ticketing.
– Add something personalised, like branded wooden wine boxes, tote bags or ribbon.
Creating unique narratives will help you stand out from the crowd, entice a buy-in and boost your profits. You can do this by grouping together product selections that make up a full experience.
For example, a hamper with two champagne flutes, a bottle of bubbly and an assortment of delicious breads, pate, cheeses, chutneys and fruit will:
– set the scene for an intimate picnic
– provide your customers with a complete event rather than just a gift
– ensure that you sell more than one product in a single purchase.
Our top 7 countertop display items for 2025
With a vast range of beautiful items to choose from, here are seven trend-setting picks for this year.
1. Mango wood two-tier risers
Create a “high tea for two" experience that puts your home-baked pastries in the spotlight. Include fresh flowers, quality infusions and some fine china to set the scene.
2. Gingham print greaseproof paper
This is a great way to brighten up hampers and give them a Valentine’s twist. Alternatively wrap it around crusty breads, flaky croissants or fresh pies, and present them in tiered wicker baskets ready for shoppers to grab.
3. Striped sweetie bags
Use these to provide your customers with imaginative snack options that will enhance a romantic movie night. Think bespoke bonbons, heart-shaped gummies or red and white Brighton rock.
4. Glass jars
They’re the perfect way to display ranges of butter biscuits, Florentines or brownies without leaving them uncovered. Add tongs for easy access... and some card boxes to put them in.
5. Love heart gift boxes
Put a twist on traditional hampers with heart-shaped kraft boxes. They’re available in different sizes and you can fill them up with vibrant red shred topped with gifts like chocolates, liqueurs, sauces or a selection of jams.
6. Cake accessories
If you’re a bakery owner, get properly kitted out ahead of the rush with an elegant range of accessories designed specifically for your industry. From cloches and stands to knives, slicers and cake boxes, they’ll keep things looking fresh and add to a happier customer experience.
7. Champagne flutes and prosecco glasses
Shoppers in search of romantic gestures will appreciate your extra care if you provide the right glasses for their choice of bubbles. Have them on display with your bestselling beverages to inspire ideas for a perfect dinner for two.
Or get even more creative and pop them into ready-made hampers with some useful barware tools - it’s a gift that will keep on giving.
Keep them coming back for more
Use your seasonal displays to your advantage with little extras that will build brand loyalty and keep your customers coming back.
Valentine’s Day discounts, special vouchers, gift bundles, competitions and promotional deals are all great ways to do this and will ensure that your shoppers keep their eyes peeled for your next big event.
For more countertop display product options, styling tips and fresh ideas, contact the WBC team today. We’re here to help you deliver the full package.