Feature Synopsis: Valentines' Day

Romantic couples are the core of the Valentines’ market – but there is also an opportunity for bakers to target those celebrating the occasion in less romantic ways.

Not feeling the romance?

  • Publication date: 9 January 2019
  • Editorial submissions deadline: 7 December 2018
  • Editorial contact: Abbie Dawson – abbie.dawson@wrbm.com

Romantic couples are the core of the Valentines’ market – but there is also an opportunity for bakers to target those celebrating the occasion in less romantic ways.

This alternative audience – which can count for as much as a quarter of total Valentine’s spend, according to US data - includes family members, friends, and even pets. There is also a market for shoppers who are firmly anti-Valentines’.

Areas to explore will include:

  • Who can bakers target at this time of year outside the traditional ‘couples’ market?
  • How can products be developed to cater for specific parts of the market, and what sort of messaging should these products carry?
  • What success have bakers had with anti-Valentine’s messaging on products?

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