Here’s the current situation:
- Right now valentine’s Day is disliked by a large percentage of the population. If you’re single, you feel excluded from the holiday and year over a year, a larger percentage of the population is single. And then people who are in relationship relationships, often find it in obligatory, going through the motions type of a holiday.
- Single people spend a lot of time and money celebrating the love of other people and they don’t always get that reciprocated. they are making best man, speeches, and going on bachelor parties and throwing engagement parties and buying wedding gifts, all without the benefit of a partner to split those expenses with.
- People don’t really flirt with each other very much in person anymore or out at bars or at parties because they don’t know who is single and who is not.
Here’s what I’m pitching:
I propose that we switch things up and make the Valentine’s Day holiday about showing love to people who don’t typically get shown a lot of love, i.e. the singles. It’s the annual day where everybody who’s in a relationship collectively shows up for their single friends. So if somebody is getting married, you would be sending a box of chocolates to all of your bridesmaids.
And then this part, I think both singles and couples would get behind the most which is the biggest ask for Valentine’s Day is that couples don’t go out and they stay at home and let Valentine’s Day be the one day a year, where every single person in the bar, in the club, in the gym ,whatever it is, is a single person. This is the one day a year, where everybody can meet somebody in the wild because they know that every person who is out on that day is also single. I can confirm as the expert who has been holding parties for single people annually every Valentine’s Day, that those are the flirtiest parties that I have thrown in my adult life and numerous numerous couples have resulted from those parties.
That would hypothetically turn a real downer in a single person‘s calendar to one of the most fun days to look forward to for the entire year.
I think this would be a great opportunity for the fashion industry, particularly for women’s apparel and lingerie because it is giving people a new annual occasion to buy the kind of an outfit that they would typically not have anywhere else to wear. If you think about formal occasions, we’re talking about like weddings, Work Christmas parties, gala’s, office events, etc., which typically or not the kind of thing where you’re supposed to be dressing to draw attention to yourself, particularly in a sexual way. Victoria’s Secret could do lingerie party in every city. My favourite theme is dress and whatever makes you feel most attractive. I’d also did a party where the theme was dress wearing what you would wear to the bachelorette, so sexy gowns and suits.
I think this would be an amazing campaign for any alcohol brand because it’s about driving a lot of volume to On Premise venues.
I also think commercially the opportunity is huge because if you look at the example, I gave earlier of a bride sending gifts to all of her bridesmaids on Valentine’s Day. That is her now sending out multiple boxes of chocolates instead of just buying one box of chocolates for her own partner. Then multiply that by 1 million.