What do you think of when you think of Valentine's Day? A romantic dinner date, chocolates or roses? But as app marketers and developers, what do we need to see? What about the companies behind these themed goods and services?
Research shows that closer to and on Valentine's Day, consumers are more willing than ever to forgo offline brick-and-mortar shops in favour of shopping online, and mainly on their mobile phones. The data reports that Valentine's Day-influenced e-commerce sales accounted for approximately 15% of total annual sales in 2022 and this share is expected to continue to grow in 2023.
We have delved into this data to identify key opportunities for each app vertical that can help app developers and marketers enhance their marketing strategies and app optimisation in the run up to Valentine's Day.
Number of sessions on restaurant booking apps during Valentine's Day higher than previous daily average
Turnover and sales at offline restaurants and brick-and-mortar shops are increasingly declining as consumers spend less on going out in the general climate, although with the economy gradually recovering, more and more consumers are ready to get out of town again for date night, especially on Valentine's Day.
The survey shows an overall upward trend in the number of sessions on restaurant booking apps, with sessions on restaurant booking apps 19% higher than the daily average in February. Of the more than 55% of couples who plan to celebrate Valentine's Day together in 2022, 41% still plan to have a romantic dinner at home, according to the data. Compared to the monthly average, recipe app sessions increased by 10%.
Early peaks in e-commerce and dating applications
E-commerce and dating apps have started to grow in the run up to Valentine's Day. E-commerce has been relatively slow in terms of volume and growth, but dating apps have been growing by leaps and bounds in terms of downloads and user activity.
E-commerce apps saw the least change on Valentine's Day itself, with sessions increasing by just 0.3%. However, the majority of consumers purchase items in advance of Valentine's Day, with the increase typically starting on 21 January and peaking on 10 February.
How to use ASO optimization to increase user growth on Valentine's Day
We need to be aware that Valentine's Day conversion opportunities are clearly a seasonal trend and will continue to exist. We need to make the most of this increased user engagement for user growth purposes.
To increase user growth through seasonal festivals such as Valentine's Day, not only in-app optimisation but also on the app market page needs to be done in parallel. Using ASOWorld services can help you improve your app's ranking in the app shop, not only that, we recommend that you optimise your keywords well in advance of Valentine's Day so that your app ranks higher before the holiday arrives to attract more users to download and use your app.
As you can see from the data in the graph, when a brand new app is developed using ASOWorld's Guaranteed Keyword Ranking Service, after a period of build up and build down, the app's search rankings for keywords in the shop skyrocketed and stayed in the top 50, eventually stabilising between around 35-40.
If you are a developer or marketer of e-commerce and dating apps, you should be ready for Valentine's Day before it arrives, or even earlier, and should start user acquisition campaigns early. E-commerce should start in mid-January and dating apps should start in early February. Of course you can also use ASOWorld's ASO optimisation to optimise your app before Valentine's Day arrives and get your app seen by more users.
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In addition, restaurant booking and recipe apps will also see a surge in the days leading up to Valentine's Day. Including food delivery apps, developers and marketers of food delivery apps need to keep in mind the date that Valentine's Day falls on and strategically schedule push notifications for the weekend if Valentine's Day falls on a weekday. 2023 Valentine's Day will fall on a Tuesday, so be prepared for 11-12 to be probably your busiest days.
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