Love Billboards

Valentine’s Day is one of the biggest shopping periods worldwide, and in Bulgaria, its influence is growing fast. Once, February was mostly about wine promotions, but today, it’s all about love—and consumer spending. In 2023 alone, global Valentine’s Day-related purchases exceeded $20 billion, with inflation driving a 20% increase in spending on classic gifts like engagement rings, chocolates, and romantic experiences.

For Mall Plovdiv, this period was crucial. However, competition intensified, especially from Mall Plaza Plovdiv, which captured 57% of local Valentine’s Day shoppers. Online retail dominance further impacted foot traffic, leading to the lowest February visitor numbers in five years. Since tenants depend on strong customer flow, another year of decline was not an option.

To reverse the trend, Mall Plovdiv made love the season’s biggest event. Instead of just advertising Valentine’s Day, the mall turned its platforms into a stage for real love stories. The idea? “Love Billboards”—an interactive experience where visitors submitted personalized messages, displayed on digital billboards across the city. This initiative turned emotions into a public celebration, making love visible and unforgettable.

The results? A 6% rise in foot traffic and a 13% boost in tenant revenues, proving that love doesn’t just fill the air—it fuels business growth.