According to a recent survey by the Retail and Marketing Association, 53% of American women would end their relationship if they didn't get something on Valentines Day. Who are these people?! Would they really be so shallow as to dump their partners for not conforming to this marketing ruse?
Could it be that we're all getting so jaded by marketing overload, that we long for something to break the routine? The unexpected. The marvellous. The extraordinary.
Perhaps it comes down to the element of surprise, after all, even those who argue that they hate surprises, would be hard pushed not to feel touched when they discover there's no charge for their coffee, or their company has catered lunch rather than leaving them to starve through their midday meeting.
Simple acts of kindness make great stories. We share them. They shape our brand perception. They make an emotional connection with us that remains long after the event. Like the sweets that accompany the restaurant bill, every little unexpected joy makes us like your company more, turning us from happy customers into loyal fans.
It doesn't have to be hearts and flowers this month, but what could you be doing to surprise and delight?