A successful Valentine’s campaign creates a lovely spike in revenue. But a successful retention strategy turns those one-off shoppers into loyal customers who stick around long after the roses wilt. And that matters, because new customers cost significantly more to acquire: according to industry analysis, retaining a customer can be five to seven times cheaper than acquiring a new one (Harvard Business Review). 

Meanwhile, email remains one of the most cost-effective drivers of long-term loyalty, with an average ROI of £38 for every £1 spent (DMA Email ROI Study). 

So how do you take those February buyers and turn them into August, October and December buyers too? 

Capture the right data at the moment of love 

Valentine’s shoppers give you rich behavioural insights. Make the most of it by capturing: 

  • Whether they’re buying for themselves or someone else 
  • Preferred categories and price ranges 
  • Zero-party data from quiz tools or gift finders 
  • Channel preference (email, SMS, WhatsApp) 

Retail surveys show that 52 percent of consumers are willing to share preferences if it results in more personalised recommendations (Accenture Consumer Study). This is your chance.  Store everything responsibly in Spotler Activate so you can use it to shape future experiences. 

Build a post-Valentine’s journey that extends the romance 

1. A “We met on Valentine’s” welcome 

Recognise the moment and bring new customers into your world with a warm, structured welcome. 
Welcome journeys can drive up to 50 percent more engagement than standard campaigns. 

2. Product care, usage and inspiration 

People who feel confident using what they’ve bought are far more likely to return. 
Post-purchase emails focusing on usage and care can increase repeat purchases by up to 20 percent (Yotpo Consumer Trust Study). 

3. Occasion-based follow-ups 

Birthdays, anniversaries, seasonal refreshes and lifestyle moments are natural opportunities to re-engage your Valentine’s audience. 

4. Loyalty and advocacy pathways 

Loyalty members spend 12–18 percent more annually than non-members (Accenture Loyalty Statistics).  Use Mail+ Email Marketing to reward them with personalised perks. 

Don’t forget cross-channel

Multi-channel engagement is a key accelerator for loyalty. Customers who engage across three or more channels have a 30 percent higher lifetime value than single-channel customers (Omnisend Trends Report). 

Use: 

  • Email for deep storytelling 
  • SMS for reminders and statuses 
  • WhatsApp for rich media support and rapid replies 
    via Mail+ SMS 
    and Spotler Message 

Valentine’s is the perfect moment to establish cross-channel behaviours early. 

Measure the right metrics 

Beyond revenue, track: 

  • Repeat purchase rate 
  • 3-, 6- and 12-month customer value 
  • Category expansion (what they buy after Valentine’s) 
  • Email and SMS engagement trends 
  • Reviews and social proof volume 
  • Time-to-second-purchase improvements 

Brands that focus on long-term engagement see up to 32 percent higher customer lifetime value (DMA Customer Engagement Report). 

With the right retention plan, Valentine’s buyers don’t just show up once a year. They become your most valuable customers.