Valentine’s Day Gets More Personal

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Marketers are upping their game with “love letters” on Valentine’s Day that offer gift-givers more personalized and relevant messaging.

According to estimations by the National Retail Federation, consumers will dole out $19.6 billion on Valentine’s Day-related gifts, products and experiences. Last year, 29 percent of Valentine’s Day shoppers planned to make a purchase online and are in line to do more this year. This online spend “has been increasing each year,” according to Sean Brady, president of Emarsys Americas, a B2C marketing automation platform servicing clients such as eBay, Mytheresa and Cosabella.

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