Mall You Need is Love
Why Shopping Centres Are Perfect for Valentine’s Day OOH Advertising
There's no doubt we're all in the need of some feel-good vibes these days and many will be looking to start 2025 in a brighter mood. Valentine's Day not only gives us all an excuse to embrace the warm and fuzzy, it presents advertisers with a fantastic opportunity to to reach an open and engaged audience. With retail spending on Valentine's Day reaching £2.1 billion in 2024 and expected to grow further in 2025, the holiday represents a prime time for campaigns to directly connect with consumers.
Why malls?
Shopping centres and malls serve as critical hubs for Valentine’s Day spending, offering advertisers unmatched access to consumers during their purchase journeys. Our recent DataJam insights show that footfall around Valentine’s Day consistently outpaces surrounding weeks. Key insights include:
The weekend before Valentine’s Day - Footfall increased by 18% compared to other weekends.
The full week leading up to Valentine’s Day - Footfall surged by 24%, highlighting the critical window for OOH advertising.
Valentine’s gifting period vs. half-term - The gifting window outperformed the traditionally busy half-term period, demonstrating the retail power of Valentine’s Day.
Mall visits, as measured by ORBIT screen impressions at Manchester Arndale, Metrocentre and Eldon Square*, show visits and exposures to mall ads (DataJam impressions) increase in the period leading up to Valentine’s Day. Includes weekend before (chart one) and full week to 14th (chart two).
UK Consumer Habits: Valentine’s Day Trends
Valentine’s Day spending habits in the UK reveal exciting opportunities for brands. Key trends include:
High engagement - 65% of UK consumers plan to celebrate Valentine’s Day, with Millennials being the most active participants.
Increased spending - The average spend per person reached £50 in 2024, with popular purchases including gifts, dining experiences, and flowers.
Self-gifting on the rise - 62% of 16-34-year-olds bought something for themselves, underscoring the potential for brands to target a broad range of consumer motivations.
Maximising Out-of-Home Advertising in Shopping Centres
Shopping malls offer a unique environment for impactful OOH advertising during Valentine’s Day. Limited Space provides brands with innovative formats designed to capture attention and drive engagement at critical points in the shopping journey. Our OOH portfolio is able to cover any Valentine’s Day brief – whether it be nationwide coverage, huge standout & fame, digital flexibility or even interaction & sampling. Key advertising options include:
Orbit digital screens - High-resolution, large format landscape displays, with audio, placed in high-traffic areas such as entrances, escalators, and atriums.
Premium hanging Banners - Bold visuals ensure maximum visibility and brand impact.
Adlift - Eye-catching creative wraps on lift doors capture the attention of both waiting shoppers and passersby, delivering high dwell times and unparalleled visibility.
Mall D6 Screens - Dynamic, digital displays offering sharp visuals and flexibility for targeted or real-time messaging, strategically placed to engage passersby at multiple touchpoints.
Panoramic - Towering visuals that dominate main atrium spaces with unique size, scale, and stature, ensuring high-impact branding visible across several floors of the mall.
Why OOH Advertising Works for Valentine’s Day
Consumers are particularly receptive to advertising during Valentine’s Day. Data shows that 25% actively seek gift inspiration from in-store promotions, making OOH advertising within malls an essential tool for brands. Limited Space’s dynamic and engaging displays allow advertisers to:
Capture attention at high-traffic locations.
Influence purchase decisions at the point of sale.
Build emotional connections with audiences during a feel-good holiday.
As Valentine’s Day continues to grow as a key retail event in the UK, shopping centres and malls stand out as prime venues for OOH advertising. With increased footfall, high consumer engagement, and a willingness to spend, advertisers have the perfect opportunity to connect with shoppers in meaningful and impactful ways. By leveraging Limited Space’s innovative OOH solutions, brands can make this Valentine’s Day their most successful yet.
Authors: Samuel Maskell, Marketing Director