When it comes to seasonal campaigns, Kate Spade New York has always excelled at blending style, storytelling, and smart merchandising. This year, they’ve taken it a step further by seamlessly promoting both Valentine’s Day and Galentine’s Day on their website—without letting one overshadow the other. Let’s break down how they’ve done it and why it works so well.

Homepage Hero: A Clever Ambiguity

The homepage hero is the first thing shoppers see, and Kate Spade has nailed it. At first glance, the hero image—featuring a chic, celebratory vibe—could work for either Valentine’s Day or Galentine’s. This ambiguity is intentional and brilliant. It allows the hero to appeal to a broad audience while subtly linking to the Galentine’s campaign.

The hero is linked to the Gifts page, making it easy for shoppers to start browsing right away. At the bottom of the hero, a small but noticeable link invites users to “Learn About the Campaign.” This takes them to a dedicated page that dives into the collaboration with singer Madison Beer and emphasizes the importance of female friendships. It’s a smart way to keep the focus on Galentine’s without overwhelming the homepage.

Valentine’s Day Content: Subtle but Strategic

While the homepage hero leans into Galentine’s, Valentine’s Day isn’t forgotten. Promotional content for Valentine’s Day is displayed just below the hero, with curated product edits like “Jewelry Gifts” and “Best-Selling Gifts.” This placement ensures Valentine’s Day gets its share of attention without competing with the hero.

The result? Both campaigns feel equally important, but in different ways. Galentine’s gets the emotional storytelling, while Valentine’s Day gets the practical, gift-focused merchandising.

Gifts Page: The Versatile Hub

ThThe Gifts page is where Kate Spade’s strategy truly shines. Instead of being explicitly tied to either campaign, it’s set up with versatile edits like “For the One Who.” These sections could work for both Valentine’s and Galentine’s, making the page relevant to all shoppers.

Interestingly, while the Gifts page itself is campaign-agnostic, Kate Spade ensures Valentine’s Day remains top of mind by including a Valentine’s promo banner at the top of every collection page—except the Gifts page. This subtle yet effective tactic keeps the Valentine’s campaign visible across the site without cluttering the Gifts page, which is designed to cater to both occasions.

This flexibility is key. It ensures the Gifts page remains a go-to destination, whether you’re shopping for a romantic partner or your best friend.

Campaign Pages: Storytelling at Its Best

The “Learn About the Campaign” link on the homepage hero takes users to a dedicated page that dives deeper into the Galentine’s campaign. Here, Kate Spade highlights their collaboration with Madison Beer and emphasizes the importance of female friendships. It’s a thoughtful touch that adds depth to the campaign and creates an emotional connection with shoppers.

Why It Works

Kate Spade’s dual-campaign strategy succeeds because it balances visibility and subtlety. The homepage hero is cleverly ambiguous, appealing to both Valentine’s and Galentine’s shoppers without explicitly stating either campaign. Meanwhile, Valentine’s Day gets its moment with curated product edits, and Galentine’s gets emotional storytelling through the campaign page.

By leveraging different areas of the site—homepage, Gifts page, and campaign page—they ensure both campaigns get attention without cannibalizing each other.

The Takeaway

For ecommerce brands, Kate Spade’s approach is a masterclass in campaign execution. It shows how to:

• Create ambiguity in key areas (like the homepage hero) to appeal to a broad audience.
• Use storytelling to build emotional connections without overwhelming the shopper.
• Maintain flexibility in merchandising to cater to multiple occasions.

As we head into the holiday season, Kate Spade’s dual-campaign strategy is a reminder that with thoughtful planning and execution, it’s possible to celebrate more than one occasion—and do it beautifully.