February 14, 2019 This Valentine's Day consumers will spend a total of $20.7 billion on cards, candy and other gifts to share their love with friends, family, co-workers, and even pets. Despite spending expected to hit a record high in 2019, fewer consumers report actually celebrating on February 14. However, more than a third of those under 35 who reported not participating in Valentine's Day are still planning to celebrate the season of love in some way 1. To connect with this growing demographic and provide consumers with the type of Valentine's Day celebrations they're craving, Washington Prime Group is currently hosting three innovative experiences for guests to enjoy:
At nearly all of Washington Prime Group's town centers across the country, guests are falling in love with a new interactive art display, #PostYourLove. The new activation encourages guests to celebrate the love in their lives by writing who or what they love on a sticky note and placing it on a designated wall in the common area. Through this activation, WPG is connecting with guests, while activing the common area into a heartwarming display of love.
This activation has already created unforgettable experiences for guests, including spontaneous expressions of gratitude and, at Lindale Mall, located in Cedar Rapids, Iowa, one guest even used the opportunity to make a baby announcement! This activation has inspired guests to share user-generated content on social media, furthering the reach and impact of the activation. To experience the love firsthand, follow along on Instagram at #PostYourLove.
Galentine's Day Sip ‘n Shop
Valentine's Day is a perfect time to reconnect with gal pals and spend some quality time together, and Washington Prime Group has guests covered. Washington Prime Group properties across the country are hosting a Galentine's Day Sip ‘n Shop experiences for ladies to celebrate ladies with a cocktail (or mocktail), shopping and an opportunity to treat themselves to experiences such as yoga, spa services, live music and so much more.
Hearts and Crafts Bestie Bash
Who doesn't feel nostalgic reminiscing about Valentine's Day memories from childhood – such as the shoebox Valentine's Day mailbox, construction paper heart cut-outs and friendship bracelets? Knowing guests are looking for new experiences to share their love this year, Washington Prime Group is hosting Hearts and Crafts Bestie Bash celebrations where guests can relive the nostalgic Valentine's crafts of yesteryear, while sharing them with their children and giving them the opportunity to create something special for their best friend.
WPG's unique approach to Valentine's Day celebrations is just one example of how our local management teams are bringing guests together within the community and activing the common area.
 Source: National Retail Federation, Holiday and Seasonal Trends, Valentine's Day, 2019