Retailers are embracing Valentine’s Day as an opportunity to activate physical spaces and host pandemic-friendly events. This is yet another way the industry is consistently reinventing itself to stay ahead.
Lowe’s, Dunkin, and Whole Foods have all upped their game during the season of love to increase traffic at their brick-and-mortar stores. Valentine’s Day is likely to look a little different this year, so these retailers are making key efforts to offer experiential elements and celebrate love in unique ways.
Lowe’s Paint Date Night
The home improvement retailer is hosting a date night that strays away from the typical dinner and a movie. Lowe’s is running a contest to invite 50 couples to come to its stores and enjoy an ultimate splash painting night on Feb. 14.
“We thought, how better to translate all of the great DIY energy we’ve seen for months into some really romantic DIY energy. In a year where traditional Valentine’s Day options remain limited, we are ready to turn Lowe’s into the ultimate date night for a few lucky couples… that they never knew they needed,” said Marisa Thalberg, Lowe’s Executive Vice President.
Dunkin’s Wedding Venue
To promote their new Valentine-themed menu, Dunkin’ offered couples in New York the chance to get married in the drive-thru.
The coffee chain paired up with I Do Drive Thru to create a drive-up wedding ceremony for couples to get married in a safe way during the pandemic.
Dunkin decided to turn the wedding pop-up into a social media contest for customers. The winners were selected and treated to a wedding at Dunkin’ with merch, professional photos and a $500 prize.
Whole Foods Live Cook-Along
Whole Foods is hosting “Gourmet Date for Good,” a live cook-along during the weekend of Valentine’s Day. The event will be hosted by comedians and influencers to showcase different meal ideas and themes.
Retailers are using their physical spaces to ignite community and host events during a time when it’s hard to do so. Creativity and innovation in retail has been a common theme, and these brands nailed it.