A woman shows her surprise opening what could be a Valentine’s Day greeting card from a business—don’t miss the opportunity.

Valentine’s Day: The Most Underappreciated Holiday with the Biggest Business Impact

When most people hear Valentine’s Day, they think of their significant others—their spouses, their boyfriends, their girlfriends. And rightfully so. Valentine’s Day is the most romantic of all holidays. That’s why most businesses don’t consider getting in on the Valentine’s Day conversation at all. Many businesses—big and small—completely neglect this holiday, letting it pass by without a second thought.

But I’m here to tell you that Valentine’s Day is one of the few holidays that businesses should embrace. Why? It’s the perfect opportunity to create an unexpected, empowering customer experience that actually helps with their bottom line, too. Yes, Valentine’s Day is the most underappreciated holiday that could have the biggest impact on your business.

Valentine’s Day is the most underappreciated holiday that could have the biggest impact on your business.

In today’s fast-paced world of SnapChat, Instagram, Facebook and text messaging, people and businesses send fewer greeting cards and other forms of “snail mail.” However, Hallmark Cards research points out that these days people enjoy receiving cards more than they ever have before. What does this mean for you, your business and the February 14th holiday? The answer is rather simple—it means there is a huge opportunity to reach out and engage your customers with a Valentine’s Day card.

“People don’t send cards as much as they used to, but they sure do like receiving them. Therein lies the opportunity for my health plan.” – Health Plan Marketing Executive

In our own research here at Hallmark Business Connections, we have found that combining the power of a Hallmark card with an unexpected sending opportunity, such as Valentine’s Day, yields better results than other communication formats.

“I was really amazed because you all sent me a Valentine card. I appreciated the card so much because it was the only one I got. I wasn’t expecting it!” – Recipient of a Valentine’s Day card from a business

Take a more formal or marketing-style piece of business mail, for instance. Postcards, three-panel mailers and business letters may “feel” like a special touch at a holiday. But in our own research, we have found that these communication pieces have a much lower response rate than sending a Hallmark card.

74% of consumers would like to receive more greeting card mail from businesses, and of those, 72% prefer a Hallmark card to a non-Hallmark card.

As noted above, people like receiving greeting cards more today than ever before. The same can be said on the consumer level. Our research indicates that 74% of consumers would like to receive more greeting card mail from businesses, and of those, 72% prefer a Hallmark card to a non-Hallmark card.

Businesses report gaining a 3 times better response after sending a Hallmark card than other business mail.

Wait…Isn’t Sending a Valentine’s Day Card to My Customer Creepy?

When it’s done in an authentic, professional and creative way, receiving a Valentine’s Day card from a business isn’t creepy at all. Utilize messaging such as “we appreciate you” instead of “we love you.” makes a powerful and meaningful message but doesn’t cross the line. For more tips and tricks on how to write Valentine’s Day card messages to your customers, check out this article: Valentine’s Day Messages for Your Customers.  

This Hallmark card, featuring paper hearts, lets customers know you appreciate them without even saying Valentine’s Day.

Keep in mind, your business Valentine’s Day card can be perfectly executed without even saying “Happy Valentine’s Day.” See the example below.

Tell customers that you appreciate their business with a Valentine’s Day card that hints at the holiday with subtle hearts.

So, remember, Valentine’s Day offers the chance to celebrate with more than just loved ones. Consider sending a customer appreciation message around February 14th and watch how it impacts your bottom line.

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