{"id":101282,"date":"2024-02-14T04:00:00","date_gmt":"2024-02-14T09:00:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/valentines-day-insights-that-every-marketer-should-know-3\/"},"modified":"2024-12-19T16:39:38","modified_gmt":"2024-12-19T21:39:38","slug":"valentines-day-insights-that-every-marketer-should-know-3","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/strategy\/valentines-day-insights-that-every-marketer-should-know-3\/","title":{"rendered":"Les donn\u00e9es sur la Saint-Valentin que tous les sp\u00e9cialistes du marketing devraient savoir"},"content":{"rendered":"<p>L&#8217;amour pointe le bout de son nez \u00e0 l&#8217;approche de la Saint-Valentin, mais il ne s&#8217;agit pas seulement de romance : c&#8217;est aussi une excellente occasion pour les entreprises d&#8217;entrer en contact avec les consommateurs et d&#8217;augmenter leurs ventes. \u00c0 l&#8217;approche de cette journ\u00e9e plac\u00e9e sous le signe du romantisme, il est donc essentiel de comprendre la complexit\u00e9 des habitudes et des pr\u00e9f\u00e9rences des consommateurs en termes de d\u00e9penses. C&#8217;est pourquoi nous avons r\u00e9dig\u00e9 une lettre d&#8217;amour contenant des donn\u00e9es convaincantes sur la Saint-Valentin, afin de vous aider \u00e0 comprendre le comportement des consommateurs en ce moment cl\u00e9 de l&#8217;ann\u00e9e.<\/p>\n<h2>1. \u00a0Les habitudes de consommation<\/h2>\n<p><span style=\"color: #ef373e; font-size: 18pt;\"><strong>185.81$<\/strong><\/span><br \/>\nSelon la<a href=\"https:\/\/nrf.com\/research-insights\/holiday-data-and-trends\/valentines-day\"> National Retail Federation<\/a>, les consommateurs am\u00e9ricains d\u00e9penseront en moyenne 185,81 dollars en cadeaux pour la Saint-Valentin en 2024. Cette d\u00e9pense importante par personne met en \u00e9vidence une opportunit\u00e9 de march\u00e9 substantielle.<\/p>\n<p><span style=\"color: #ef373e; font-size: 18pt;\"><strong>25.8 milliards de dollars<\/strong><\/span><br \/>\nC&#8217;est le montant total qui devrait \u00eatre d\u00e9pens\u00e9 aux \u00c9tats-Unis pour la Saint-Valentin 2024.<\/p>\n<p><span style=\"color: #ef373e; font-size: 18pt;\"><strong>53%<\/strong><\/span><br \/>\nPlus de la moiti\u00e9 des Am\u00e9ricains ont l&#8217;intention de f\u00eater la Saint-Valentin, ce qui repr\u00e9sente un march\u00e9 lucratif \u00e0 explorer pour les sp\u00e9cialistes du marketing.<\/p>\n<p><span style=\"color: #ef373e; font-size: 18pt;\"><strong>45.75$<\/strong><\/span><br \/>\nEn 2022, d&#8217;apr\u00e8s la NRF les consommateurs ont d\u00e9pens\u00e9 en moyenne 45,75 dollars pour les bijoux, ce qui en fait la cat\u00e9gorie de produits o\u00f9 les d\u00e9penses ont \u00e9t\u00e9 les plus \u00e9lev\u00e9es. Ensuite, ce sont les soir\u00e9es, avec une d\u00e9pense moyenne de 31,35 dollars, ce qui t\u00e9moigne de la valeur accord\u00e9e aux exp\u00e9riences. Les d\u00e9penses sont plus modestes pour les cartes-cadeaux et les fleurs, avec respectivement 17,22 et 16,71 dollars, ce qui refl\u00e8te leur caract\u00e8re d&#8217;options attentionn\u00e9es mais plus r\u00e9fl\u00e9chies financi\u00e8rement. La d\u00e9pense moyenne la plus faible a \u00e9t\u00e9 enregistr\u00e9e pour les bonbons, \u00e0 15,90 dollars, ce qui souligne leur statut de geste d&#8217;affection traditionnel et \u00e9conomique.<\/p>\n<p><span style=\"color: #ef373e; font-size: 18pt;\"><strong>87%<\/strong><\/span><br \/>\nOn estime que 87 % des consommateurs am\u00e9ricains pr\u00e9voient de faire des achats pour la Saint-Valentin en 2023, ce qui repr\u00e9sente le taux de participation le plus \u00e9lev\u00e9 parmi les pays que nous avons compar\u00e9s. L&#8217;Espagne (71 %), l&#8217;Allemagne (64 %), le Royaume-Uni et la France (63 %) compl\u00e8tent le top cinq.<br \/>\nEn 2021, le Royaume-Uni \u00e9tait en t\u00eate des d\u00e9penses par personne avec une moyenne de 96 euros pour les cadeaux, devant les \u00c9tats-Unis (87 euros), l&#8217;Allemagne (71 euros), l&#8217;Espagne (67 euros) et le Canada (55 euros), ce qui t\u00e9moigne de la diversit\u00e9 des habitudes de consommation. Ces r\u00e9sultats mettent en \u00e9vidence les influences culturelles et \u00e9conomiques significatives sur les c\u00e9l\u00e9brations et les d\u00e9penses li\u00e9es \u00e0 la Saint-Valentin dans ces pays, refl\u00e9tant un engagement global mais vari\u00e9 \u00e0 l&#8217;\u00e9gard de cette f\u00eate.<\/p>\n<p><span style=\"color: #ef373e; font-size: 18pt;\"><strong>57%<\/strong><\/span><br \/>\nPlus de la moiti\u00e9 des consommateurs pr\u00e9voient d&#8217;offrir des bonbons, ce qui en fait la cat\u00e9gorie de cadeaux la plus populaire. Les cartes de v\u0153ux (40 %) et les fleurs (39 %) suivent de pr\u00e8s, refl\u00e9tant des expressions d&#8217;affection intemporelles. Toutefois, alors que la popularit\u00e9 de la plupart des cat\u00e9gories de cadeaux diminue avec l&#8217;\u00e2ge, les cartes de v\u0153ux sont quant \u00e0 elles davantage pl\u00e9biscit\u00e9es par les personnes plus \u00e2g\u00e9es.<\/p>\n<h2>2. Donn\u00e9es d\u00e9mographiques et statut relationnel<\/h2>\n<p><span style=\"color: #ef373e; font-size: 18pt;\"><strong>35-44 ans<\/strong><\/span><br \/>\nEn 2022, c&#8217;est cette tranche d&#8217;\u00e2ge qui pr\u00e9voyait de d\u00e9penser le plus pour la Saint-Valentin, avec une d\u00e9pense moyenne de 280$. Cette d\u00e9pense moyenne augmente avec l&#8217;\u00e2ge jusqu&#8217;\u00e0 la tranche des 35-44 ans, en effet les 18-24 ans pr\u00e9voyaient quand \u00e0 eux de d\u00e9penser 170 $. Toutefois, on observe une forte baisse des d\u00e9penses pour les tranches d&#8217;\u00e2ge les plus \u00e2g\u00e9es, puisque les personnes \u00e2g\u00e9es de 65 ans et plus pr\u00e9voyaient de d\u00e9penser en moyenne 87$ pour leur partenaire. Cette tendance refl\u00e8te la stabilit\u00e9 financi\u00e8re qui se renforce avec l&#8217;\u00e2ge, et la valeur accord\u00e9e \u00e0 la c\u00e9l\u00e9bration de la Saint-Valenti par les 35-44 ans, en contraste avec la d\u00e9marche plus conservatrice des g\u00e9n\u00e9rations plus \u00e2g\u00e9es.<\/p>\n<p><span style=\"color: #ef373e; font-size: 18pt;\"><strong>57%<\/strong><\/span><br \/>\nEn 2023, plus de la moiti\u00e9 des personnes qui ont effectu\u00e9 des achats pour la Saint-Valentin ont privil\u00e9gi\u00e9 les achats en magasin, ce qui t\u00e9moigne d&#8217;une pr\u00e9f\u00e9rence pour les exp\u00e9riences d&#8217;achat en physique ! 23 % des acheteurs ont quant \u00e0 eux opt\u00e9 pour une approche hybride combinant les achats en ligne et en magasin. Cela indique une pr\u00e9f\u00e9rence des consommateurs pour l&#8217;exp\u00e9rience tactile et imm\u00e9diate offerte par les magasins physiques pour les achats relatifs \u00e0 la Saint-Valentin.<\/p>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Plus de nouvelles            <\/h2>\n            <p class=\"subtitle\">\n                Recevez des analyses exclusives sur<br class=\"d-none d-lg-block\"> les principales tendances du digital, directement dans votre bo\u00eete mail.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_69d035663e8b9'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Courriel' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Soumettre<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_69d035663e8b9');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = '94901490-bbd4-411e-b605-43504b151185';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/94901490-bbd4-411e-b605-43504b151185', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Merci de vous \u00eatre abonn\u00e9(e) !');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"Une erreur s'est produite lors de la soumission du formulaire.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? 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Cette pr\u00e9f\u00e9rence laisse supposer que les acheteurs appr\u00e9cient la vari\u00e9t\u00e9 et la qualit\u00e9 des offres de ces magasins, ce qui leur permet de conserver leur place dans le paysage commercial.<\/p>\n<p><span style=\"color: #ef373e; font-size: 18pt;\"><strong>4%<\/strong><\/span><br \/>\nSeuls 4 % des consommateurs affirment que l&#8217;inflation n&#8217;a eu aucun impact sur leur comportement d&#8217;achat pour la Saint-Valentin.<\/p>\n<p><span style=\"color: #ef373e; font-size: 18pt;\"><strong>29%<\/strong><\/span><br \/>\nPour finir, 29 % des consommateurs am\u00e9ricains pr\u00e9voient de marquer l&#8217;\u00e9v\u00e9nement m\u00eame s&#8217;ils ne c\u00e9l\u00e8brent pas la Saint-Valentin. L&#8217;id\u00e9e la plus r\u00e9pandue est de s&#8217;offrir quelque chose de sp\u00e9cial, comme le pr\u00e9voient 15 % des Am\u00e9ricains, suivis par 11 % d&#8217;entre eux qui pr\u00e9voient de se r\u00e9unir avec d&#8217;autres amis ou membres de leur famille qui sont \u00e9galement c\u00e9libataires.<\/p>\n<p>La Saint-Valentin est une v\u00e9ritable mine d&#8217;or strat\u00e9gique pour les sp\u00e9cialistes du marketing, car elle repr\u00e9sente un temps fort pour dynamiser les ventes, avec plus de 25,8 milliards de dollars qui devraient \u00eatre d\u00e9pens\u00e9s en 2024 rien qu&#8217;aux \u00c9tats-Unis. Cette p\u00e9riode exige de la cr\u00e9ativit\u00e9 et de l&#8217;adaptation, poussant les entreprises \u00e0 penser au-del\u00e0 des campagnes conventionnelles. C&#8217;est un appel \u00e0 l&#8217;action pour les marques, qui doivent inclure leurs r\u00e9cits au c\u0153ur des c\u00e9l\u00e9brations de la Saint-Valentin, en cr\u00e9ant des exp\u00e9riences qui r\u00e9sonnent \u00e0 un niveau personnel.<\/p>\n<p>Le paysage est en constante \u00e9volution en ce qui concerne les attentes et les habitudes des consommateurs, d&#8217;o\u00f9 la n\u00e9cessit\u00e9 pour les sp\u00e9cialistes du marketing de faire preuve d&#8217;agilit\u00e9 et de r\u00e9activit\u00e9. En saisissant cette opportunit\u00e9, les sp\u00e9cialistes du marketing peuvent non seulement tirer profit des ventes imm\u00e9diates, mais aussi \u00e9tablir des relations durables avec leur public. La Saint-Valentin n&#8217;est pas une date de plus sur le calendrier ; c&#8217;est un moment strat\u00e9gique pour engager, inspirer et laisser une impression durable dans le c\u0153ur des consommateurs.<\/p>\n<p><a class=\"btn blog-contact-btn\">CONTACTEZ-NOUS<\/a><\/p>\n<div id=\"pdfDownload\">\n\t\t\t\t\t<script>\n\t\t\t\t\t\twindow.hsFormsOnReady = window.hsFormsOnReady || [];\n\t\t\t\t\t\twindow.hsFormsOnReady.push(()=>{\n\t\t\t\t\t\t\thbspt.forms.create({\n\t\t\t\t\t\t\t\tportalId: 5408011,\n\t\t\t\t\t\t\t\tformId: \"87cb869b-be2e-4735-8682-ad4991afa6a9\",\n\t\t\t\t\t\t\t\ttarget: \"#hbspt-form-1775252838000-5622739982\",\n\t\t\t\t\t\t\t\tregion: \"na1\",\n\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t})});\n\t\t\t\t\t<\/script>\n\t\t\t\t\t<div class=\"hbspt-form\" id=\"hbspt-form-1775252838000-5622739982\"><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>L&#8217;amour pointe le bout de son nez \u00e0 l&#8217;approche de la Saint-Valentin, mais il ne s&#8217;agit pas seulement de romance : c&#8217;est aussi une excellente occasion pour les entreprises d&#8217;entrer en contact avec les consommateurs et d&#8217;augmenter leurs ventes. \u00c0 l&#8217;approche de cette journ\u00e9e plac\u00e9e sous le signe du romantisme, il est donc essentiel de [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":101272,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.85,"reading_level_needs_review":"0","footnotes":""},"categories":[2905],"tags":[],"class_list":["post-101282","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategy"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Les donn\u00e9es sur la Saint-Valentin que tous les sp\u00e9cialistes du marketing devraient savoir | DAC<\/title>\n<meta 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