Consumers love mobile shopping for Valentine’s Day

Dan Berthiaume
Senior Editor, Technology
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Valentines gift

Dating apps are not the only reason consumers turn to their phones as Valentine’s Day approaches. 

Data from mobile marketing firm Adjust indicates that globally, mobile sessions and in-app revenue events peaked on Monday, Feb. 3, which the company says suggests the Valentine’s Day shopping season starts earlier than many retailers realize. Compared to the global average, shoppers in the U.S. are big spenders. Data reveals the U.S. bump in holiday-related spending went into full swing on Wednesday, Feb. 5, nine days before Valentine’s Day. This resulted in a 42% increase for in-app revenue events compared to the monthly average.

Based on these results, Adjust recommends marketers start mobile holiday campaigns and efforts at least two weeks before Valentine’s Day, to acquire and engage shoppers on mobile and in-app. 

Adjust data also demonstrates that in-app activity increases by 11% on Valentine’s Day (Feb. 14), compared to the rest of the month of February. In particular, food and drink apps see a 20% increase on Valentine’s Day.