Businesses looking to reach customers effectively for Valentine’s Day – the US's third-largest retail holiday, when consumers are expected to spend $14,1-billion – are turning to the ubiquity of SMS marketing on the mobile phone.

Valentine’s Day takes a larger share of shoppers' wallets than any other holiday season, third to Christmas and back-to-school. Based on this year’s National Retail Federation’s (NRF) Valentine’s Day survey, the average consumer will spend $103.00 on traditional Valentine’s Day merchandise, up from $102.50 in 2009. NRF also predicts that US consumers will spend a total of $14,1-billion this year.
Last year, more than 1,06-billion messages sent on Valentine’s Day, demonstrating how SMS plays a major role in how the world communicates and transacts in many ways.
Given the popularity of SMS, especially on large spending holidays, retailers are finding clever ways to reach customers to drive revenue, using SMS marketing.
With more than 4-billion mobile phones equipped with SMS, the growth of SMS has been astounding. Portio Research notes: “SMS continues to confound expectations as Worldwide Messaging Revenues are set to exceed $233-billion by 2014.”
Another recent study, by Dialogue Communications, reported that 67% of mobile users would like to receive text alerts for everything from medical appointments to bill payment.
“This Valentine’s season, the most popular forms of social media – SMS and Facebook – will help retailers generate more awareness and buzz about brands, products, services, and special offers instantly and effectively,” says Pieter de Villiers, CEO of Clickatell.
“Retail offers can be delivered to more than 4 billion consumers via SMS, including more than 500 million Facebook users instantaneously, making it that much easier and natural for offers to be passed along virally. Never before has it been so easy and effective to reach billions with relevant, targeted, opt-in based offers,” he adds.