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Performance Marketers Cash In On Love

Posted on 3.19.2014

Love was in the air and consumers were spending money in the weeks leading up to February 14, as a new report from Rakuten Linkshare reveals that its performance marketing network saw double-digit, year-over-year (YOY) growth during the 2014 Valentine’s Day shopping season.

In fact, Rakuten Linkshare reveals that consumers spent an estimated $17.3 billion in the United States on Valentine’s Day gifts during the period of January 24 through February 13. The data shows that the most popular products purchased were flowers, chocolate and jewelry. In addition, advertisers representing the gift and food industries saw a 25 percent YOY increase in sales.

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“Since the Valentine’s Day shopping season is relatively short and purchases tend to fall into three main categories, this creates a heightened competition to attract, engage and convert online shoppers,” said Jessica Joines, chief marketing officer, Rakuten Marketing. “By working closely with our advertisers and publishers to provide them with trending data and insight into consumer shopping patterns, they’re able to develop strategic, winning campaigns that result in strong growth for their business and our network.”

It is also important to note that Rakuten Linkshare’s data found that the busiest day for purchases made on personal computers was February 11, while sales on tablet and mobile phones were highest on February 12. As for Valentine's flowers, the highest converting day was February 10, yet the highest order volume day was February 11.

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